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Market research shows that auto racing, in general, is
the most watched and attended spectator sport worldwide. Through television
coverage and actual attendance, the high profile/high tech arena of open-wheel
auto racing enables marketing departments to reach a huge fan base that is
upwardly mobile, active and affluent, and to utilize the racetrack, race teams
and ancillary markets as prestigious and rewarding promotional tools.
Recent emphasis on relationship marketing has led to the phenomenon of interactive brand communication. To the customer, a brand is a kind of shorthand that stands for the various elements differentiating one product or group of products or services from another. These elements together appeal to the customer both at a rational and an emotional level: a successful brand communicates what it stands for to its target customer and therefore acts as a shortcut in his or her decision-making process. Join us in the camaraderie, excitement and festive atmosphere of the world's number one spectator sport! Affinity Marketing
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