In a joint effort to increase fan interest and visibility for stock car racing in Canada, the National Association for Stock Car Auto Racing (NASCAR) and the Canadian Association for Stock Car Auto Racing (CASCAR) have entered into a multi-year operational and marketing agreement. ‘NASCAR will lend operational and marketing expertise to help grow Canada’s only national stock car series,’ says George Pyne, COO of NASCAR. ‘This partnership further demonstrates NASCAR’s support of grassroots racing throughout North America and our efforts to bring sponsorship and licensing opportunities to businesses at every level of the sport.’
The alliance means ‘advertisers will have real access to racing on the ground,’ says Randy Paul, managing director, sponsorships at Toronto-based TSN Events. He says there will be fully integrated opportunities ranging from brand awareness to on-car and on-track advertising to hospitality.
There are, of course, different levels of sponsorship, with customized packages to meet the advertiser’s demands. The integration can also include a media component. NASCAR officially entered Canada in June and is in the process of talking to potential sponsors. None has been revealed as yet. NASCAR is the top-rated motor sport on Canadian television with a fan base in this country of six million.
