According to surveys conducted by U.S. News & World Report, auto racing is now America’s #1 rated spectator sport. These published surveys also showed auto racing as a leader in paid attendance, with only baseball (including professional and amateur) showing higher attendance levels than auto racing. Auto racing is the fastest growing spectator sport in the United States with an annual attendance figure for all forms of racing exceeding 80 million.

The drastic increase in popularity of racing and motorsports has brought about a major change in the makeup of the typical racing fan over the last decade. Today’s demographics of the racing audience support a wide array of products and services. Statistics reveal that these figures should remain consistent over the next decade. More and more companies with appeal to males and females, as well as families, have chosen racing as a “smart” promotional tool and a long-term commitment.

Today, the gender demographic of a race fan is almost equally split between males and females, with a majority of this demographic being in the all-important 21-49 age bracket. This is the major buying public for virtually every product/service.

In addition to outlining the major demographic components, studies and surveys have revealed the intense loyalty that fans express to those involved in supporting the sport.

• 64% of motorsports fans claim to purchase a sponsor’s product over a non-sponsors product.
• 71% of motorsports fans frequently, or almost always, would switch brands to support auto racing! Compare that to 38% for the NBA and NHL, 36% for the NFL, and 28% for the Olympics.

Race fans are incredibly loyal to the products and companies that support Motorsports. Fans realize the necessity for racing sponsorships and they know that a sponsor’s financial input will be passed along to drivers in the way of participation. Recent polls show that 73% (seventy-three percent) of racing fans say they are influenced to buy one product over another because of its’ affiliation to motorsports. This amazing fact shows how loyal race fans are.

Joyce Julius & Associates (www.joycejulius.com) specializes in tracking the success of sports marketing programs. Based on over eighteen years of research, Julius stated in an article for USA Today, “Dollar for dollar, auto racing is the best bargain in sports marketing.” Their research shows that motorsports marketing is the most economical means of reaching a specific market demographic.

Whether it is a large corporation or a local business, increasing positive results have led to increasing sponsorships at all levels of auto racing. The exposure a business gains through motorsports marketing is virtually immeasurable. It allows a business to reach an exciting, loyal and lucrative group of consumers - race fans.

Let us show you how we can help your business by marketing your products through Motorsports Marketing! Click here to inquire about this opportuntity!