CONCORD, N.C. — Roush Fenway Racing, one of the world’s largest motorsports organizations, has announced a new offering for its NASCAR partners. RoushFenwayOnTrack, an exclusive ROI measurement package, will "fundamentally change the way NASCAR sponsorships are structured," the company says.
Roush Fenway says it invested heavily in the development of tracking and measurement offerings, which are designed to provide sponsors a comprehensive measurement program that shows how a NASCAR sponsorship directly impacts a partner’s bottom line.
RoushFenwayOnTrack will be featured in select Roush Fenway NASCAR sponsorship packages. For participating sponsors, it will provide an additional level of performance-based reporting focused on bottom-line results and the return-on-investment of the sponsor’s NASCAR activation program. Each customized program will track the sponsor’s marketing objectives such as generating sales, return-on-investment and brand favorability.
Steve Newmark, president of Roush Fenway Racing, said, "RoushFenwayOnTrack is based on the business objectives of our partners. It delivers metrics that objectively evaluate the influence a sponsorship has on consumer behavior and how that translates into sales. That’s critical for us in our efforts to attract and renew sponsors."
As part of this new package, Roush Fenway has entered into a strategic alliance with IEG, a provider of consulting, valuation and measurement services to the global sponsorship industry. Relying on its industry experience and expertise, IEG will develop customized measurement programs to be offered exclusively by Roush Fenway to its partners. Additionally, IEG will provide objective third-party documentation and reporting for each participating sponsor.
Roush Fenway and IEG will collaborate with Roush Fenway’s partners to establish specific sponsorship objectives, set benchmarks, collect data, and develop reporting methods that will evaluate each NASCAR program holistically in order to determine the return on the sponsor’s marketing investment.
"Roush Fenway partners expect a return on their sponsorships, and our new package will help us deliver on that promise," added Newmark. "This approach will allow us to work on a deeper level with partners to optimize their NASCAR sponsorship and provide measurable value."
According to the IEG Sponsorship Report, North American-based companies will spend an estimated $3.51 billion to sponsor motorsports teams, tracks and sanctioning bodies in 2011, up 4.2 percent from last year.
"At Roush Fenway Racing we understand that we are selling marketing solutions," said Newmark. "Measurement is critical to demonstrating our success not just on the track but in the marketplace for our partners."
Roush Fenway Racing operates seven motorsports teams: four in the NASCAR Sprint Cup Series with drivers Matt Kenseth, Greg Biffle, Carl Edwards and David Ragan; and three in the Nationwide Series with Edwards, Ricky Stenhouse Jr. and Trevor Bayne.
The organization has garnered five NASCAR championships, more than 280 wins and an enviable roster of sponsors like Aflac, UPS, 3M, Subway and Crown Royal.