From Scene Daily

NASCAR is set to announce major changes in its business structure this week that will establish an upgraded communications department with new leadership.

The significant shift in approach is the result of a four-month study led by consultancy Taylor, much discussed within NASCAR circles, which showed a void in the sanctioning body’s marketing communications effort.

CEO Brian France, who commissioned the study in March and worked closely with CMO Steve Phelps and Taylor managing partner Brett Jewkes on the restructuring, called the changes transformational.

“It’s going to change the way we do business,” France said.

Global firm Korn/Ferry International has been retained to search for a chief communications officer that would be part of NASCAR’s senior leadership and report to Phelps. Overall, the sanctioning body could add as many as 20 new positions to a media relations staff that already employs about 25 people.

The restructuring is centered on the creation of an integrated marketing communications department, which will oversee all the media relations and communications functions for NASCAR’s racing series.

Members of the communications team will be embedded in other departments, such as consumer, brand and corporate marketing, in an effort to broaden and help NASCAR’s communications efforts evolve both inside the sanctioning body and with the sport’s teams, tracks and sponsors.

Ramsey Poston, NASCAR’s managing director of corporate communications, will leave the organization at year’s end and will not pursue a role in the new integrated marketing communications structure, NASCAR said.

Jim Hunter, a longtime NASCAR executive and the vice president of corporate communications, will move into a new role as vice president of special projects.

No other personnel changes were announced.

The new chief communications officer will run the division and a No. 2 position, either a vice president or managing director, will assume the role of chief of staff.

“Things are changing so fast on the media landscape, especially in digital media,” France said. “Our [media relations] model was designed to be more of a service bureau rather than something that could attack all of these things that are evolving. Now we’ve got the right road map to address an ever-changing area and we’re putting a significant amount of resources against it.”

The move comes at a time when the sport has been the subject of a number of national news stories focusing on declines in attendance, sponsorship and TV ratings. Privately, team executives have wished in recent years that NASCAR would take a more proactive stance in its messaging around some of these areas.

Under the new structure, the communications department will be separated into seven divisions: competition, stakeholder relations, digital and social media, brand/consumer marketing, corporate marketing/licensing, NASCAR Media Group/entertainment, and public affairs/crisis communication. Multiple hires will be made in each of those divisions.

NASCAR placed particular emphasis on stakeholder relations, digital and social media and brand/consumer marketing.

The chief communications officer most likely will come from outside of motorsports and could come from outside the sports industry, Phelps said, and will be someone with broad consumer marketing communications experience on global brands.

“This is not going to be an SID from somewhere,” Phelps said. “This will be a leader in the communications business in strategic thinking, creativity, someone who’s a proven and trusted brand thinker.”

NASCAR hopes that its new structure, through its stakeholder relations division, will work more closely with teams, tracks, sponsors and media to present a more unified approach to communications across the industry.

“Communications are how we deliver our sport to the fans and serve our media partners, so these moves are right on target,” said Marshall Carlson, president of Hendrick Motorsports. “I’m really impressed with Brian’s vision in this area and a commitment to make significant investments when it’s difficult to make investments.”

Phelps said the new integrated marketing communications structure is similar to those employed at ESPN and Yahoo!. Sports leagues have also looked deeper into changes in their communications groups and sought nontraditional representatives as they place more emphasis on their messaging. The NFL recently hired Paul Hicks from Ogilvy PR, and Ari Fleischer, with a background in politics, was retained by the BCS.

Meanwhile, MLB public relations executive Rich Levin is leaving the league after 25 years, and the NCAA is searching for a vice president of communications.

The Taylor study, which was executed with three other agencies — Catalyst, Motiv8 Digital and MitchellCanyon Communications — surveyed close to 300 people from media, teams, tracks, the sanctioning body, sponsors and marketing agencies from March through June. The results showed that NASCAR’s public relations efforts at the track and around the competition operate at a high level.

But the study also delved into how NASCAR reacted when challenged by a difficult economy and sagging TV ratings. It asked about NASCAR’s messaging and its ability to present unique stories to various media groups. NASCAR did not specify what specific media outlets it hoped to reach more effectively with the new structure, but Phelps mentioned business and entertainment as genres that can be better served.

“We’re going to be building a different approach with a different leader,” France said. “This will also be a big part of pulling the industry together in a much more cohesive way.

“Our sport by its nature is a fragmented group of owners, drivers, agents. While there’s a certain benefit to having such a group of entrepreneurial thinkers, the truth is we can do better. We can pull all of these people together.”

AFTER a day of business meetings in Charlotte, N.C., in May that brought together executives from Fortune 500 companies including United Parcel Service, Coca-Cola and Sprint Nextel, it was time to unwind. But the executives were not, as is their wont, transported to a golf course.

Instead, they were whisked to a setting decidedly less familiar to cufflink-wearers: a go-kart track.

It was the second year of the Aflac 200 Nascar Corporate Kart Challenge, and competitors flooring it on the straightaways were members of Nascar’s Fuel for Business Council, a group of about 40 companies that are Nascar’s largest supporters, each spending as much as $25 million to sponsor drivers and races.

While Nascar often trumpets the high visibility enjoyed by its sponsors, whose logos festoon cars, as well as fans’ fidelity to brands that bankroll drivers, one of the highest returns for companies’ investments actually comes not from consumers but from other companies. The biggest fish some advertisers are reeling in, it turns out, are other advertisers.

Nascar formed the business-to-business group, which meets quarterly, in 2004, and these days is underscoring its value more then ever.

“In a down economy, sponsors are looking for every nickel to work harder,” said Andrew Giangola, a Nascar spokesman, adding that more than one-fifth of Fortune 500 companies sponsor Nascar at some level.

Quarterly gatherings include speed meetings — similar to speed dating — where company representatives talk strategy in quick succession. Because attendees tend to be marketing and procurement executives, rather than their underlings, the meetings get results, with companies agreeing to drive business to one another and share discounts of up to 20 percent.

In 2007, according to Nascar, the Best Western hotel chain generated $16.7 million in revenue through deals made with other sponsors. For example, Best Western hotels now buy office supplies from Office Depot, use U.P.S. as their shipping carrier, and outfit employees in Cintas uniforms; those three companies, in turn, direct employees to book work-related travel at Best Western properties.

Another sponsor, Ford, switched to U.P.S. and Office Depot as its preferred shipper and office supplier; in turn, those companies each promoted Ford discount programs to their employees. In 2008, some 1,800 U.P.S. employees and 100 Office Depot employees bought Ford vehicles through the programs.

Although it has grown strongly over the last decade, Nascar is hardly recessionproof. Television ratings and race attendance are down while struggling Detroit automakers, historically big supporters, are trimming Nascar spending by as much as 30 percent. Other sponsors have scaled back, too. Some withdrew altogether.

Others, though, are spending more than ever. After sponsoring races intermittently in previous years, Aflac, the insurer, decided in 2007 to sponsor the driver Carl Edwards, whose car now displays the company’s duck mascot, drawing enthusiastic quacks from fans.

Jeff Charney, chief marketing officer at Aflac, said the company “has very firm metrics that we looked at with this sponsorship and we’re hitting every one right on.”

Along with the most obvious metric, reaching consumers, Mr. Charney cites relationships Aflac has forged with other sponsors. Beyond the quarterly meetings, he regularly sets up trackside meetings at Nascar races.

“It’s a wonderful way to do business away from the boardroom,” Mr. Charney said. “When I go to a race I don’t have my business suit on, but I have my business mind-set and I’m ready to do business.”

Mr. Charney said that insurance regulations restricted what he could reveal about the company’s partnerships. But Mr. Giangola of Nascar said that among other deals Aflac had struck, the insurer was now part of the benefits program Office Depot offered its employees. He added that in turn, Aflac buys all of its office supplies from Office Depot.

Mark Dickens, a U.P.S. spokesman, said that when the company first became a Nascar sponsor in 2000, it conducted business with 40 percent of the other Nascar sponsors, but increased that to 90 percent today.

Mr. Dickens also said that Nascar drivers, perhaps more than other athletes, were willing to meet clients that U.P.S. took to events and to visit the company’s offices to rub elbows with employees.

That potential to bolster employee morale also is being highlighted these days.

After the driver Matt Kenseth, who is sponsored by the toolmaker DeWalt, won the Daytona 500 in February, he spent a few hours at the company’s headquarters in Towson, Md., meeting employees.

The toolmaker’s parent company, Black & Decker, laid off 1,200 employees in January, and while the Nascar sponsorship no doubt struck some who were fired as an extravagance, racing fans among those who remained were jubilant.

“What Matt Kenseth was able to do for us internally in a down economy when we’re going through a lot of challenging times is bring a lot of energy and passion back to the employees of DeWalt and to the brand itself,” said Jon Howland, marketing director for DeWalt.

In their front lobby is an actual racecar — a backup for the Daytona 500 two years ago — which required a wall to be removed and replaced. And employees favor DeWalt racing shirts, which can make a company meeting resemble a pit crew.

“I’m going into a meeting right now,” said Mr. Howland in a telephone interview on a recent afternoon. “I’ve got a DeWalt racing shirt on right now, and of nine people at the meeting, six of us are wearing DeWalt racing shirts.”

From Press Release

Kenny Wallace is Almost Speechless.

Charlotte, N.C. (July 31, 2009) – Kenny Wallace, known for his out-going personality both on and off the racetrack, wants to say only one thing….“Thank You, Fans”.

Over 5,000 “sponsors” have extended their support to get the driver known as “Hermanator” on track at this year’s NASCAR Nationwide Series event at Circuit Gilles Villeneuve in Montreal on August 30^th. For a $20 donation fans were able to submit a name that will adorn the Wallace-designed paint scheme at this year’s event. Collectively, they have made this program one of the most successful fan-supported race car sponsorships in the history of NASCAR.

“We won’t know the exact total number of names until all the information has been put together in about a week, but we were able to raise enough money to get the team exactly what it needed to go compete in this race,” said Wallace. “When we decided to move forward with this program we didn’t know if we would even meet our goal but it’s been an overwhelming success. I couldn’t be more thankful or humbled”.

Due to lack of sponsorship for this year’s event, Kenny’s Facebook friends reached out with an interesting idea. “They came to me and said: ‘Kenny, how about letting us do a fan car in Montreal?’ I wasn’t sure about it at first, but we saw so much support for the idea that we decided to move forward. The U.S. Border Patrol has been a great partner and will still be on the car for the rest of the year, but for certain reasons can’t sponsor this race.”

With the program meeting the team’s needs and allowing the organization to make a first-class effort at a victory north of the border, Wallace isn’t the only person thankful. “We have to offer our own special thanks to Kenny and the fans for putting the No. 28 Chevy in a great position going into this race,” said Jay Robinson, owner of Jay Robinson Racing. “We have the ability to go test now and be fully prepared to provide Kenny with a car capable of competing for the win in Montreal”.

In an effort to thank each of his fans, Wallace will personally autograph a photo of the No. 28 Hermanator Chevrolet for each “sponsor”. These autographed mementos will arrive approximately five to six weeks after the race.

NASCAR’S TRUE FAN FAVORITE PARTNERS UP WITH THE FANS

Charlotte, N.C. (June 10, 2009) – Whether it’s on the track or on TV, Kenny Wallace has always been a favorite of NASCAR fans.  Now his “friends” have chosen to show their support for the Hermanator by sponsoring his No. 28 Chevy in the NASCAR Nationwide Series race on August 30^th at Circuit Gilles Villeneuve in Montreal, Canada.  Acting on an idea that was founded and cultivated by the online social-networking community who support and consistently interact with him, Wallace is extending the opportunity to all NASCAR fans to help continue his climb up this year’s championship point standings and participate in one of the most unique fan-driven sponsorship programs in the history of NASCAR.

“We’ve had a great sponsor on the No. 28 Chevy, and we’re looking forward to having them on board for the rest of the year, but because of certain rules they won’t be with us in Canada,” said Wallace.  “As a race car driver and a competitor, the team and I want to go and race to the best of our ability and compete for the win.”

For $20 (USD) per name, fans will have the once-in-a-lifetime opportunity to become a sponsor of Wallace and the No. 28 Chevy. This unique fan car will carry a special paint scheme designed by the Hermanator, listing each participating sponsor’s name on the No. 28 Chevy. After the race, an autographed picture of the car will be presented to each sponsor. 

“We want everyone to know that this is a completely voluntary program,” said Wallace.  “We understand the economy isn’t in the best position right now, but we’ve seen a huge amount of support for this, and after careful consideration, decided to move forward.  If the fans want to join in on a great program, we are looking forward to having them on board. Most importantly, I can’t thank the fans enough for the support they’ve already shown us, and I’m excited to see what we can raise and go out there and race.”

Fans will have until July 31^st to become a sponsor and can visit kennywallace.com/sponsorkenny for more information.  Participating sponsors and those who are attending the race in Montreal should stay tuned to kennywallace.com, Kenny’s official fan page on Facebook or Twitter (www.twitter.com/Kenny_Wallace) for special updates.

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For more information or media inquiries, please contact:

Marc Williams, The WSM Group

marc@ignite-sports.com (704) 896-5600

Kim DePuy, The WSM Group

kim@ignite-sports.com  (704) 896-5600

DAYTONA BEACH, Fla. — NASCAR announced Thursday that Las Vegas formally becomes the “Official Host City of the NASCAR Sprint Cup Series Champion’s Week.” NASCAR’s annual Cup Series Awards Ceremony will be held at the Wynn Las Vegas on Friday, Dec. 4. The move to Las Vegas provides for greater flexibility for driver and fan events.

The Nationwide Series and the Camping World Truck Series events will be combined and held at the Loews Miami Beach on Monday, Nov. 23.

NASCAR had held the Cup Series event in New York every year since 1981. After exploring several options, NASCAR formed a partnership with Las Vegas Events, making the change of venue a reality.

“I can’t say enough about the warm reception from Las Vegas,” said NASCAR chairman and CEO Brian France. “Las Vegas really made it a priority to get the awards ceremony moved there. We were able to come to an agreement on reasonable room blocks, banquet facilities and approvals to hold fan activities on the famous Las Vegas strip.”

“I also want to thank New York City and especially the Waldorf-Astoria for being such an important part of NASCAR’s history over the years. We look forward to a continued presence in the Big Apple where we have so many dedicated fans.”

“Las Vegas is known for having marquee special events and this partnership further enhances the relationship between Las Vegas and NASCAR,” said Rossi Ralenkotter, president and CEO of the Las Vegas Convention and Visitors Authority. “The strength of the Las Vegas brand leveraged with the brand of NASCAR will generate increased awareness and excitement.”

“We are certainly proud to be the host city for the NASCAR Sprint Cup Series Champions Week and Awards Ceremony,” said Pat Christenson, president of Las Vegas Events. “The addition of this prestigious event provides another dimension to our December calendar. This is a great way to end the year and highlight the achievements of NASCAR’s best drivers and crews.”

Las Vegas is a current race market where the Cup, Nationwide and Truck series compete at Las Vegas Motor Speedway.

Activities being planned for the days leading up to the awards ceremony include the return of the “Victory Lap” procession of the top 10 Cup Series drivers in their race cars, the NASCAR NMPA Myers Brothers Media Luncheon, the Pit Stop Tour and the NASCAR Street Tour to include stock cars and mobile marketing units placed throughout the city.

“This is a great day for Las Vegas,” said Chris Powell, president of Las Vegas Motor Speedway. “Las Vegas has proven itself to be a great motorsports attraction, both for locals and for fans from around the country and the world. NASCAR’s move to Las Vegas with the year-end awards ceremonies opens up many more opportunities to get the fans involved.

“I applaud Brian France and NASCAR, as well as the Las Vegas Convention and Visitors Authority and Las Vegas Events, for making this happen. We at Las Vegas Motor Speedway will be excited to do our part to keep the awards ceremony here for many years.”

The awards ceremony for the Nationwide and Truck series will be consolidated in South Florida. This is designed to provide another great venue for the ceremony as well as help save teams from making an additional trip following the season finale at Homestead-Miami Speedway. The top-five finishers from the Nationwide and Truck series will be honored at the combined banquet celebration.