3. CORPORATE BACKGROUND
INFORMATION
The National Association for Stock Car Auto Racing, Inc
(NASCAR) established in 1948 in Daytona Beach, Florida is a
subsidiary of the International Speedway Corporation (ISC)
NASCAR sanctions 1,300 races at 100 tracks in more than 30
U.S. states, Canada and Mexico
Based in Daytona Beach (FL), NASCAR has offices in New York,
Los Angeles, Charlotte (NC), Concord (NC), Conover (NC),
Bentonville (AK), Mexico City and Toronto
Stock Symbol for the International Speedway Corporation (ISC),
which is the parent company of NASCAR is ISCA
It is a public company with a 1000 employees
Annual revenue for 2008 was 787.2 Million
4. PRODUCT PORTFOLIO
The International Speedway Corporation (ISC) currently owns and/or
operates 13 of the nation's major motorsports entertainment facilities
ISC also owns and operates
MRN Radio, the nation's largest independent sports radio network
DAYTONA USA, the "Ultimate Motorsports Attraction" in Daytona
Beach, Florida, the official attraction of NASCAR
AMERICROWN, a subsidiary which provide catering services, food
and beverage concessions, and produce and market motorsports-
related merchandise under the trade name
ISC has an indirect 50 percent interest in a business called
“Motorsports Authentics,” which markets and distributes motorsports-
related merchandise licensed by certain competitors in NASCAR racing
5. MARKET RESEARCH
NASCAR’s fan base covers every region of the country
and spans every age group, with particular strength
among 18-34 year olds
NASCAR fans also rank among the highest of all major U.S.
sports in terms of household income distribution, with
approximately 43% of fans earning more than $50,000 per
year
NASCAR is the No. 1 spectator sport, holding 17 of the top
20 highest attended sporting event in the U.S.
Primary competitors include Dover Motorsports Inc,
Speedway Motorsports Inc,
6. GROWTH RATE & TRENDS
NASCAR accounts for over 85% of ISC revenue
NASCAR is the No. 1 spectator sport -- holding 17 of
the top 20 highest-attended sporting events in the U.S.
No. 2-rated regular season sport on television.
NASCAR races are broadcast in more than 150
countries and in more than 30 languages.
From 2007 to 2008, ISC experienced a drop in revenue
but are expecting an increase for the next year despite
the recession
8. MISSION STATEMENT
"International Speedway Corporation strives to be the
recognized leader in motor-sports entertainment by
providing and improving distinctive environments for
customers, participants and employees. The Company is
committed to the wise growth and expansion of its
operations in order to provide a significant level of growth
and profitability for its shareholders, while remaining a good
corporate citizen."
The company vision is to create a distinctive environment for
its customers, participants and employees, while
experiencing expansion and a significant level of growth and
profitability for its shareholders
9. ARCHETYPE
The Hero
Pros:
Expert mastery in a way that
improves the world of car racing
Inventions and innovations that
have made a major impact on
the world of sport.
Be as strong and competent as
possible
Cons:
Arrogance
Always needing another battle to
fight
10. BRAND STORY DEVELOPMENT
A Leader in Motorsports Entertainment and the Largest
NASCAR Promoter
NASCAR fans are the most brand-loyal in all of sports,
and as a result more Fortune 500 companies
participate in NASCAR than any other sport
11. EXAMPLES OF BRAND STORIES
“In NASCAR, we know how NASCAR drivers are no
to have a good time -- strangers to Hollywood,
NASCAR attracts some of either -- Dale Earnhardt Jr.,
the biggest stars of music, Jeff Gordon, Jamie
film and television. It's not McMurray and others have
uncommon to see top-tier made appearances in major
stars like Will Ferrell, Stevie motion pictures, sitcoms,
Wonder, Vince Vaughn, dramas and talk shows. The
Usher, Nicolas Cage or Kelly growing world of satellite
Clarkson joining us at radio is part of NASCAR,
NASCAR events” too, with drivers like Tony
Stewart and Juan Montoya
hosting their own weekly
programs on Sirius Satellite
Radio.
12. BRAND COMMUNITY
The NASCAR Foundation embodies the compassion of the NASCAR Family
and our commitment to serving communities. The Foundation supports a
wide range of charitable initiatives that reflect the core values of the entire
NASCAR Family. The NASCAR Foundation will use the strength of the sport
and its people to make a difference in the lives of those who need it most.
It supports charities created by members of the NASCAR family that benefit
a wide variety of people and causes. These organizations demonstrate the
many passions and interests that drivers, teams and industry members have
away from the racetrack.
13. WEBSITE INTERACTIVITY
Company website is
interactive
Customer are able to
create an account on
the website and be
part of the NASCAR
community
Customers can play
NASCAR fantasy
games
14. NEW BRAND STORY
NASCAR has risen to one of the most popular sports in America
nowadays, but it didn’t start out that way. It has gone from a
southern based sport to having a fan based all across the
states. NASCAR fans are the most brand-loyal in all of sports,
and as a result more Fortune 500 companies participate in
NASCAR than any other sport, it went from just being a local
sport to a nationwide sport. NASCAR also attracts some of the
biggest stars of music, film and television, it has reached all
those different entertainment industries and is now a household
name with the potential of reaching an international market.