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Maximising sponsorship return on investment in an omni-channel world
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Abstract: Many big brands use sports marketing as an important ingredient in their overall marketing mix. As today’s sports marketing landscape is constantly evolving, rights holders need to adapt to meet the new demands of clients. Conversely, big brands need to adapt to stay current with consumers and fans. This paper showcases NASCAR’s progressive approach to meeting these changes through relationship management that focuses on social and digital initiatives. Omni Channel strategies using data are a focal point for NASCAR in their effort to drive value to partners.
Keywords: sports, sponsorship sales, analytics, omni-channel marketing, social media, digital, relationship management, mobile, fan engagement
Norris Scott is Vice President of Analytics & Insights for the National Association for Stock Car Auto Racing (NASCAR), leading the league’s Analytics & Insights team. As a valued resource for the NASCAR industry, the A&I team manages the measurement and analytics of data across broad and varied verticals including: social and digital media, broadcast, traditional consumer and category research, fan engagement, and sponsorship valuation.