We all know that NASCAR fans are 75% more likely to purchase items that are endorsed by NASCAR or a favorite driver, and 40% of all fans are females with the majority of the purchasing power. So, with numbers as high as these, I don’t see why more sponsors aren’t focusing more on women. A discussion today made me think about what makes a “loyal” fan. A loyal fan is someone who will not substitute another brand based on price or availability. That means that I am not a loyal fan. I don’t feel compelled to always buy something simply because it is endorsed by NASCAR if there is a cheaper substitute. I don’t think NASCAR has any female-only products. I could care less which home improvement store or energy drink is advertised. But I would purchase something that was specifically geared towards women. And not just the stereotypical sponsors like Tide or Target; women aren’t the only people who have laundry needs. I’m talking about brands such as Tampax, Maybelline, Herbal Essences, or Victoria’s Secret.
I think the entry of Danica Patrick would be a great opportunity for sponsors to jump in and target the female fans. I don’t think the men in the sport would jump at the idea of driving the Tampax car, but Mark Martin drove the Viagra car with no shame. I would become a “loyal” fan if a driver, male or female, would seek out a sponsor that supported the primary needs of women.
And that’s the view from here.