Amid the fast rise of motorsport racing, NASCAR is trying to seize among the buzz. To take action, the U.S. inventory automotive racing league and sanctioning firm will reintroduce its model in a means that performs up its rebellious, Americana roots, satisfying its core fan base whereas reaching new audiences.
“We don’t have an consciousness downside—only a notion downside,” Tim Clark, NASCAR’s chief model officer, advised ADWEEK. “It’s time we advised our personal story, in our personal voice.”
Earlier this 12 months, NASCAR got down to discover a new company companion to tackle the duty. Bypassing a proper RFP, it invited 11 businesses to answer an deliberately broad model transient.
“We weren’t even certain what we had been asking for,” Clark stated, including he hoped to see artistic considering within the responses.
Ten of the outlets invited had been independents, however the one community company of the bunch—72andSunny—rose to the highest. Clark stated the company “did all the pieces we requested after which some,” demonstrating cultural relevance, agility, and robust strategic considering that translated into breakthrough work. The company’s Los Angeles workplace will run level on the account, led by govt artistic director Zach Hilder.
Hilder stated early conversations with Clark’s crew revealed sturdy cultural alignment. “It felt like an ideal match,” he stated. “All of us received enthusiastic about the identical issues.”
NASCAR goals to return its model to its rebellious, unapologetic roots, placing the game again on the heart of American tradition. Meaning balancing longtime fan traditions with outreach to youthful and extra numerous audiences.
“NASCAR is an iconic American model. Its roots—bootleggers forming a racing league—are so tied to American historical past,” Hilder stated. “The tales are limitless. We wish to make NASCAR felt, not simply seen, and switch informal followers into avid followers.”
Tapping Into the Zeitgeist
72andSunny’s remit covers artistic, model design, digital and social, and tentpole occasions.
As a part of that, the company will develop a long-term model platform meant to develop and energize NASCAR’s fanbase, reclaim its cultural relevance, and drive consumption of NASCAR races in particular person, on TV, and on-line.
Their first work collectively will debut across the 2026 Daytona 500 in February, NASCAR’s greatest occasion of the season. Drivers can be entrance and heart within the marketing campaign, and NASCAR will align extra intently with cultural moments by way of partnerships that intention to usher in wider audiences.
“That is about being comfy in our personal pores and skin and telling our story on our phrases,” Clark stated.
NASCAR is doubling down on its model amid momentum for the game. NASCAR Cup Sequence broadcasts common 2.7 million viewers per minute, the best amongst U.S. motorsports properties. Ticket gross sales are up 6% year-over-year, digital platform visits have grown 10%, and social followers now whole 18 million throughout platforms, a rise of 1.5 million because the begin of 2025, in keeping with the model.
“We’re not altering the DNA of how we present up,” Hilder stated. “It’s simply time to lean into it more durable.”
For 72andSunny, the NASCAR win comes on the heels of assignments for CarMax, MassMutual, and Panera Bread, and provides to its roster of sports activities shoppers together with the NFL. COMvergence estimates NASCAR’s 2024 offline and digital advertising spend at $37 million.
