After reading this article, visit www.NASCAR-THINGS.com to see a variety of NASCAR Merchandise
The NASCAR brand is recognized worldwide as a leading sports property. More Fortune 500 firms utilize investment in NASCAR racing than any other sport. Landor Associates was cited in December 2004 as saying “NASCAR was the number6 brand in 2004 and is projected to be the #2 brand in 2005, in front of Google and iPod,”
Those who watch the circuit give credit to several factors to its’ success. Many years of tradition and a grass roots beginning are a few of the factors given for the sport’s popularity. The start of the sport in the “bootlegging” days and the modest start of numerous of it’s initial champions seems to be a positive factor to followers in this day of the spoiled, pampered, arrogant pro athlete.
The NASCAR formula is one that no other spectator sport uses. Every week, the top teams (drivers) are fighting head to head against each other. Unlike, for instance the NFL, where you may have to wait weeks for that big match up, at a NASCAR race, you can view number 1 against number 2 every week. It’s nearly like having the Super Bowl of this sport every week.
From its humble origins in the Southland, NASCAR racing has grown to gigantic popularity across the entire u.S.A. lately. From the beginning races held in 1948 to this generation's NEXTEL Cup and Busch series, NASCAR has become arguably the most popular spectator sport in The USA, featuring 75 million rabid fans.
Amazingly, 40% of current race fans are female and 53% work in white-collar or skilled labor jobs. And even with this variety, the counts continue to be solid; annual attendance at the tracks is upwards of 7 million and upwards of 275 million Americans watch on TV.
From little local raceways in the Southern US, NASCAR has become big business today. Including TV revenues, sponsorship money, and licensed merchandise sales, NASCAR generates large money today. NASCAR merchandise sales now have grown to pass $2 billion per year and the markets continue to remain strong. This is built upon a 250% growth from 1995 to 2004.
Clothes such as NASCAR jackets, NASCAR jerseys and t-shirts, etc appear to be growing in success as manufacturers release expanded products and are even including more high end things like leather jackets and specialty products like NASCAR jewelry. The true fanatic can even outfit the entire family with new introductions of entire NASCAR kids clothing and youth lines.
Even though the NASCAR diecast arena has slowed recently, it is still reasonalbe in size. As drivers change their paint schemes, it permits producers to develop the items several times over in this sub market and that helps keep gross revenue moving.
Within the huge NASCAR wares market, robust sub markets appear. NASCAR collectibles have become big just by themselves. A potpourri of items from plaques and autographed photographs to diecast cars are snapped up, partially due to success, but also in hope of gain in value for the collectibles market.
Race buffs seem to have a great appetite for merchandise that shows backing for their favorite driver, whether it is by getting into NASCAR apparel, scarfing up accessories for their auto or pickup truck, or even decorating their house. NASCAR clocks, even NASCAR throw blankets, sheets and wall tapestries are showing up in homes everyplace.
Where will it all stop? I don’t imagine we know, but when I see corporate secretaries wearing NASCAR hats and white collar managers putting on NASCAR shirts with photos of “Junior” plastered on them, I wonder if there is a limit to this marketplace.