Monday, August 16, 2010
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Ø Joyce Julius August Newsletter
Ø Daytona International Speedway Top Stories
Ø FOXSports.com News for NASCAR
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The Not So
Simple Science of Signage
Toronto's
temporary race circuit poses challenges and opportunities
Signs are the most basic element, the starting point really, of
sports sponsorship. And just as the
scope and goals of sponsorships have grown in sophistication over time, so
too has the relationship between properties and brands, with signage often
acting as the catalyst for change. Take for example the Honda Indy Toronto, a major international stop
on the open wheel racing circuit for nearly a quarter century. To attract, maintain and ultimately satisfy
a group of international and regional sponsors each year, race organizer
Green Savoree today offers marketing platforms as diverse as their corporate
partners — including “Our job is to drive business for the sponsor,” said Charlie Johnstone, Vice President & General Manager of Green Savoree Toronto. “It is not about hanging a banner and saying ‘gee doesn’t that look nice’ and then moving on. There obviously is much more that goes into it.”
Find the Fit The first step Johnstone and his staff embark on is a fact-gathering
discussion with each current or potential sponsor in an effort to learn
exactly what they are looking to reap from a partnership. These conversations often center on the
importance, or lack of importance, signage plays in the overall mission of
the sponsorship. Johnstone says
budgets also have a role in these talks too, but mainly he is concerned about
accommodating his large national partners, such as Honda, Budweiser, Schick
and Dr Pepper with key TV-friendly locations on the circuit, while at the
same time not pushing a local sponsor to pay for a prime on-track location
when a grandstand area would more than suffice. Gone are the days of the Gold, Silver and Bronze packages and the accompanying set-in-stone signage offerings of the past. Instead, the two-way conversation between property and brand has led to innovation and efficiency. “We are always asking ourselves how we can improve. This year, we changed the approach for some of our partners most interested in television exposure, and for the first time we provided specific turns on the course completely dedicated to single brands. It is a situation where the brand is not sharing the camera shot with 10 other brands, and we believe this approach delivers a greater value to the sponsor. “When talking with our sponsors and learning what their needs and objectives are, we can create opportunities for them. We can give them ownership.” Case in point: Auto parts and accessories giant Canadian Tire was granted full branding access to pit row during last month’s race. A perfect marketing fit, fully assembled with all the banners hung during the five week set-up process of preparing the Toronto Street Circuit and then just as quickly removed three weeks later. Admittedly, the construction of a temporary street racing circuit is akin to setting up a traveling circus-- times a thousand--but Johnstone insists, from a sponsorship perspective, the massive process actually creates a huge advantage over hosting an event from a permanent venue. “Our sponsors come right in and make a big splash starting with the construction of the course, unlike a static situation at a track. When Indy racing comes to Toronto, the people of the city take notice and from a sponsorship standpoint alone, that is a very good thing.” Window of Opportunity
Once the retaining walls are in place and cranes move out, the clock
really starts ticking for race organizers.
Every sign must be eyeballed for maximum visibility. A sign placed two feet in the wrong
direction could jeopardize all hopes of landing on television. A course As soon as the television cameras fire up on Friday, a race representative is in the ABC truck checking every conceivable shot to make sure the sponsors’ logos are present at all times, and visibility is maximized. Johnstone’s crew is also on high-alert signage watch Saturday, as a full day of track activities could easily damage some of those really, really expensive signs. Fortunately there is a full complement of back up signs on hand, and about five hours after the track is closed for the evening, the signage refurbishing process is completed and everything is ready for the big day—finally. More than a Bow Finding it much easier to over deliver and keep a valued sponsor
than to go forth and find new ones every year, tremendous emphasis is put on
post race analysis. According to
Johnstone, the goal is to show they met everything spelled out in the
sponsorship agreement and document whatever else they may have delivered to
their partner beyond the contractual obligations. Ultimately they are looking to quantify the
value delivered from the sponsorship and verify the investment was a sound
one. In terms of post-race exposure analysis, Green Savoree looks to the Joyce Julius Online Portal for insights into the broadcast exposure gathered by their sponsors. Culled from precise digital tracking of each instance of clear and in-focus exposure, the data reveals not only how long and where each sponsor‘s branding appeared, but also additional measurements such as size and screen location of the logo and how many brands appeared within the same frame. With multi-years of in-broadcast data and images from each source used by every sponsor, the online system allows for both detailed sponsor results and signage location analysis. “The Joyce Julius program is an important component of our reporting process. When we tell a sponsor that a third party, independent research team monitored the exposure generated from our event and valued it at X, it carries tremendous weight. It is not just the promoter saying it, but rather an independent authority. “For example, our Turn 3 receives a ton of on-screen time, and we value that space differently than some of the other locations, based on those exposure findings. We can also use this type of information provided by Joyce Julius for all the locations when selling to potential sponsors. It provides an important baseline.” 2011 will mark the 25th year of racing in the streets of Toronto—a point obviously not lost on Johnstone and his staff. Armed with research data and a flexible approach, it will soon be time for more sponsorship conversing. “This is an exciting marketing opportunity for us to format sponsorship packages highlighting our anniversary. We are going to be extremely busy this fall!” Apparel
Brands Take Advantage of Major League Baseball All-Star Game and Home Run
Derby Broadcasts
Nike garnered a total of 13
minutes, 12 seconds (13:12) of on-screen time during the All-Star Game
broadcast on Fox and 14:04 during ESPN’s coverage of the Home Run Derby. Uniform
provider Majestic Athletic finished next among the apparel brands, appearing
for 13:53 during the two primetime telecasts and earning $1.1 million of
in-broadcast Recognition Grade exposure value. Reebok, boosted by the colorful shoes worn by Home Run Derby winner David Ortiz, amassed $340,000 as a result of an overall exposure time of 5:08. Shaq
Vs. Junior: 45 Brands Went Along for the Ride Few things are as certain in life as the ability
of NASCAR drivers to share the spotlight with their corporate sponsors, no
matter the time, place or odd situation.
Such was the case earlier this month when Dale Earnhardt Jr. was
featured during the season two premier of ‘Shaq Vs’, Shaquille O’Neal’s
challenge-all-comers summertime reality show on ABC. The format--Shaq also went
head-to-head with the reigning spelling bee champion in the episode--lent
itself perfectly to a little network primetime for the brands backing
Junior’s racing endeavors. Despite the
two combatants racing in cars featuring ‘Shaq Vs’ paint schemes, and the ABC
cameras’ avoidance of prolonged logo shots during visits to Junior’s home and
race shop, 45 of Earnhardt’s past and present sponsoring brands were
monitored during the show. From four
minutes, 27 seconds of clear in-focus time throughout the program, the
sponsors garnered $202,465 of in-broadcast exposure value when compared to
the cost of a commercial during the program, as well as factors such as size
and placement of the image on screen, brand clutter, and integration of the
brand into the activity. National Guard was the most-seen Earnhardt associated brand, appearing for 0:47, while Chevrolet (0:40), AMP Energy (0:21) and Adidas (0:19) also ranked near the top of the list. Earnhardt’s former primary sponsor Budweiser (0:05) even managed to capture a little camera time as a result of early career highlight footage and a framed race suit. NASCAR
Drivers at the Midway Point
A NASCAR driver's skill on the track AND popularity (i.e. do people care) are essential in maximizing exposure for their corporate backers. Joyce Julius now offers an enhanced tracking of driver mentions and interviews via its exclusive Online Portal.
Those findings, along with cumulative exposure standings at the mid-year point of the NASCAR Sprint Cup and Nationwide Series seasons are presented below:
A
Second Look is a newsletter published by Joyce Julius & Associates, Inc.,
updating recent developments, trends and happenings in the areas of sports,
special events and entertainment marketing.
All information contained in this newsletter is available for
journalistic use, with all rights reserved. Copyright ©2010 Joyce Julius
& Associates, Inc. www.JoyceJulius.com Main:
734.971.1900 Toll Free: 877.302.6389 |
||||
HD
Theater Revs Up the World's Most Epic Motorcycle Race, The 2010 Isle of Man TT,
With 9 Episodes Starting Monday, August 23
August 11, 2010
(Silver Spring, Md.) The Isle of Man Tourist Trophy is the world's oldest
motorcycle race, where racers circumnavigate the Isle of Man on its
death-defying 37-mile course of bends, bumps, jumps, stone walls, manhole
covers and telegraph poles, traversing villages and climbing a mountain of
farmland and cliffs. Known as one of the most challenging motorcycle races on
Earth due to its epic road course, the Isle of Man TT grabs the world's
attention every year. Now, for the first time ever, high definition cameras
have been installed on the bikes, enabling viewers to take every pulse-pounding
turn right there with the racers. These onboard cameras join last year's HD
cameras that cover every nook and cranny of the Isle of Man's spectacular
course, including the famed "super slo-mo" camera that provides
stunning shots from the most picturesque jumps. All the action will be brought
to the United States exclusively through HD Theater's 9-part coverage, ISLE OF
MAN TT 2010, starting on Monday, August 23 at 9 PM ET.
First held in 1907, the Isle of Man TT's 37-mile circuit is the longest of
its kind in the world with races lasting three, four or six laps. Each lap
includes 250 turns, of which 240 are blind and taken in excess of 100 mph.
Because the course is so challenging, organizers fill the field by invitation
only with elite racers who are willing to take on the Isle of Man TT and who
have proven they possess the skills necessary to compete. These extremely
talented professionals have managed to set records as high as a lap average of
130 mph and a top speed approaching 210 mph. On par with some of the Tour de
France's most treacherous stages, racers careen across sloping country roads
and down small village streets at spectacular speeds, bringing them within inches
of curbs, stone walls, and screaming fans. Each year, more than 60,000
spectators flock to the 221-square-mile island, located in the Irish Sea,
joining 80,000 locals gripped by the event.
HD Theater's ISLE OF MAN TT 2010 coverage will be centered around the five
solo and two sidecar races for conventional bikes: the PokerStars Superbike TT,
the Monster Energy Supersports 1 and 2 races, the Royal London 360 Superstock
class, the Dainese Senior TT, and the Sure Sidecar Races, in which a rider and
his partner pair up and work in tandem to keep their balance while taking turns
driving at blistering speeds. There will also be a close look at the TT Zero
electric bike class, as these innovative machines are pushed to their limits
and riders take up the mountain course challenge with a £10,000 (nearly
$15,000) prize on the line for the first bike in this class to average 100+ mph
in one lap. American racer Mark Miller competed in the Zero TT, riding a Team
MotoCzysz E1pc, one of the most advanced electric racing bikes in the world.
The U.S. is represented by five racers among the pool of contestants
worldwide, including:
·
Brandon
Cretu -- Felton, Pennsylvania. 2010 was Cretu's first time riding in the Isle
of Man TT, and he raced in both 600 Supersport classes. Of his experience,
Cretu said, "It was an honor to be invited to race at this prestigious
event as the only American newcomer, and the experience only made me want more
when it was all said and done."
·
C.R.
Gitterre -- Charlotte, North Carolina. Gitterre competed in all five solo
classes aboard his GEICO Powersports-sponsored Suzuki bikes. This was his
second trip to the Isle of Man TT and first year using his own equipment.
"It is the single most challenging track in the world," Gittere said
of the race. "It really is special for me to be invited to represent
America in this historic event."
·
Mark
Miller -- Calabasas, California. Miller has driven in the Isle of Man TT five
times and currently holds the fastest lap time ever by an American. Miller
competed in the Senior, Superbike, Superstock, and Zero classes at this year's
competition. The racer says that he has fallen in love both with and on the
island after meeting his wife there in 2006.
·
Jimmy
Moore -- Portland, Oregon. 2-time AMA Superstock Champion Jimmy Moore competed
in all five solo classes of the TT this year and battled to the last lap of the
final race to vie for the top privateer award, ultimately taking home the
highest finish ever for an American in the Senior TT.
·
Jimmy
Vanderhaar -- Louisville, Kentucky. Vanderhaar has competed at the TT for two
years in both Supersport classes. "Racing at the Isle of Man is the
experience of a lifetime," he said. "It was a great honor to be one
of the few riders representing the USA."
ISLE OF MAN TT 2010 was produced by North One Television for HD Theater.
For North One Television, Neil Duncanson is executive producer. For HD Theater,
Bob Scanlon is executive producer and vice president of development.
About HD Theater
The first 24-hour high-definition network in the U.S. to broadcast all of its
content in brilliant 1080i and 5.1 digital surround sound, HD Theater offers
compelling real-world and motorized content from a wide range of categories
including adventure, technology, nature and world culture - all designed to
provide viewers with the highest-quality television experience available. As
one of the most widely-distributed high-definition networks available in the
U.S., HD Theater brings its programming to life in a kaleidoscope of dazzling
color, sound and sights. For more information, visit www.dhd.discovery.com.
Daytona International Speedway Top Stories
Kevin Harvick passes Hamlin, pads lead with Michigan win
August 15, 2010, 4:08:40 PM
There was an Earnhardt vibe to Kevin Harvick's Carfax 400 win Sunday. The winning pass (a power move off Turn 4 past Denny Hamlin with 11 laps remaining) was inspired by Harvick studying videotape of Dale Earnhardt Jr. running the track's high line.
Lessons continue for Danica Patrick in NASCAR return
Friday, August 13, 2010, 5:08:33 PM
Danica Patrick is in the midst of the most hectic racing season of her career, and a trip to Michigan International Speedway offers little respite this weekend. A full day of practice Thursday, followed by more Friday and then a 250-mile Nationwide Series race Saturday.
Chitwood in, Braig out in Daytona front-office shakeup
Friday, August 13, 2010, 2:08:32 PM
Joie Chitwood III has been chosen president of Daytona International Speedway in a leadership shakeup at one of the nation's most famous racetracks. Chitwood, 41, has been vice president of business development for ISC since 2009, and was president and COO of the Indianapolis Motor Speedway before that.
Two-time Sprint Cup champion Terry Labonte, 53, back on track
Wednesday, August 11, 2010, 9:08:29 PM
Terry Labonte is returning to NASCAR, and in the true spirit of a Texas native, he wants to do so in a big way.
David Reutimann cruises to victory lane at Chicagoland
Saturday, July 10, 2010, 11:07:51 PM
David Reutimann had to weather plenty of elements to win Saturday at Chicagoland Speedway, but rain wasn't one of them. The Michael Waltrip Racing driver earned his second Sprint Cup victory, but his first at a full distance, in the Lifelock.com 400, and he did it by outdueling some of the best in NASCAR's premier division.
Competition changes likely coming for Nationwide Series
Tuesday, July 06, 2010, 9:07:28 PM
NASCAR is considering overhauling the Sprint Cup Series' schedule and championship format for next season, but changes also could be coming to the Nationwide circuit.
Kevin Harvick caps big weekend for owner Childress
Monday, July 05, 2010, 11:07:02 PM
Car owner Richard Childress was like a proud papa watching Dale Earnhardt Jr. win Friday night's Nationwide Series race at Daytona International Speedway in a visual replica of the No. 3 car Dale Earnhardt Sr. made famous.
No. 3 for victory: Earnhardt Jr. wins Daytona Nationwide race
Friday, July 02, 2010, 10:07:28 PM
Dale Earnhardt Jr. is emphatic when he says he won't be running the No.3 race car again. If so, he gave it a fitting final ride Friday night, holding off Joey Logano in a green-white-checkered finish to win the Subway Jalapeno 250 Nationwide Series race at Daytona International Speedway.
Harvick gets pole after Daytona Sprint Cup qualifying cancelled
Friday, July 02, 2010, 6:07:20 PM
Intermittent sprinkles canceled Friday's Sprint Cup qualifying for Saturday night's Coke Zero 400 at Daytona International Speedway. The cancellation means that points leader Kevin Harvick will start on the pole with Jimmie Johnson on the outside row.
The hole truth: Daytona facing more track problems
Friday, July 02, 2010, 2:07:15 PM
Daytona International Speedway officials are doing everything possible to avoid another pesky pothole.
Dustin Long
Harvick wins; Newman and Logano argue & Jeff Gordon doesn't win again
August 15, 2010, 8:46:33 PM
Lot of things to go over after Sunday's race at Michigan won by points leader Kevin Harvick, who became the first driver to clinch a spot in this year's Chase. But before we get to the race, we'll go into the Joey Logano-Ryan Newman confrontation in the garage after the race.
Harvick scores big win at Michigan; Logano and Newman have confrontation
August 15, 2010, 5:36:13 PM
Points leader Kevin Harvick scored his third win of the season on Sunday, winning at Michigan and becoming the first driver to clinch a spot in this year's Chase. After the race, Ryan Newman and Joey Logano had a confrontation in the garage about their incident that led to Newman spinning during the race.
Montoya wants to be more aggressive, Harvick the new Earnhardt & Goodyear program on hold
August 15, 2010, 9:14:16 AM
A few things to get you started on Sunday .....(updated Goodyear note is 3rd item) Even with last week's win at Watkins Glen, Juan Pablo Montoya knows he's not going to make the Chase even though he's had one of the better cars at times this year. His problem has been seven DNFs, including three in the last six races.
NTSB issues preliminary report on Roush crash; Jeff Gordon talks of new son
Saturday, August 14, 2010, 10:08:37 AM
The National Transportation Safety Board issued its preliminary report on Jack Roush's plane crash that happened last month at Oshkosh, Wis. The report does not assign blame for the incident but does provide a few more details of what happened.
Jack Roush loses vision from plane crash; Elliott Sadler discusses his future
Friday, August 13, 2010, 4:41:54 PM
A few more things for you from Michigan ... (Elliott Sadler talks about his future below Roush stuff) Car owner Jack Roush showed up at the track during qualifying and walked up and down pit road, receiving well wishes from many. He had his trademark Panama hat but wore sunglasses, covering up his stitched up left eye.
Dale Earnhardt Jr. discusses his manners on radio, relationship with crew chief Lance McGrew
Friday, August 13, 2010, 2:57:41 PM
Dale Earnhardt Jr.'s chances of making the Chase are not impossible, but it's going to take a lot in these four races to climb into the top 12. Along with being the sport's most popular driver, he's also the sport's most scrutinized.
What drivers are saying at Michigan
Friday, August 13, 2010, 12:45:47 PM
NASCAR is back in action at Michigan this weekend and several drivers have already talked to the media here today. Here's a few things drivers are saying: MARK MARTIN
Terry Labonte making a return to racing
Thursday, August 12, 2010, 5:12:41 PM
Terry Labonte is coming back to NASCAR. The 53-year-old, two-time former champion will partner with veteran car owner Bill Stavola, who also is returning to the sport, to form Stavola Labonte Racing. The team is scheduled to make its debut at Richmond next month and plans to enter races at Charlotte on Oct. 16 and Texas on Nov. 7.
Driver shuffle continues with Menard moving to Childress
Wednesday, August 11, 2010, 10:41:14 AM
Richard Childress Racing announced Wednesday that Paul Menard will join the organization and run a fourth car as RCR returns to being a four-car team. With Menard comes his family business, Menards, as sponsor.
2011 NASCAR Sprint Cup schedule taking form
Tuesday, August 10, 2010, 6:09:45 PM
A number of tracks made announcements Tuesday about their 2011 Cup race dates. Here's a tentative look at the 2011 Cup schedule with Confirmed dates in bold. Feb. 12 -- Bud Shootout at Daytona Feb. 20 -- Daytona 500 Feb. 27 -- Phoenix (moves up to this date and is reduced from 600K to 500K and is a day race)
It's official: Kahne to Red Bull for next year (UPDATED)
Tuesday, August 10, 2010, 10:48:26 AM
Red Bull made it official Tuesday, announcing that Kasey Kahne will drive for the team in 2011 before moving over to Hendrick Motorsports in 2012. UPDATED VERSION: In a teleconference with reporters on Tuesday, Red Bull GM Jay Frye addressed a number of topics in regards to signing Kahne, so here goes:
FOXSports.com News for NASCAR
Garage chatter: What everybody's talking about going into Bristol
August 16, 2010,
Check out the latest news and notes from throughout NASCAR.
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Harvick, Hamlin talk race day at Michigan
August 15, 2010, 9:38:10 PM
Everything fell into place at Michigan for Kevin Harvick.
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Listen to Newman, Logano Michigan postrace flare-up
August 15, 2010, 6:58:03 PM
Ryan Newman and Joey Logano have a war of words after Sunday's Michigan Cup race.
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Logano, Newman share heated words after Michigan race
August 15, 2010, 6:48:08 PM
Logano, Newman share heated words.
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Video highlights Carfax 400 NASCAR Sprint Cup Series at Michigan
August 15, 2010, 6:07:54 PM
Check out all the action from Sunday's Cup race at Michigan.
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Harvick passes Hamlin, holds on to win at Michigan
August 15, 2010, 4:24:14 PM
Harvick wins at Michigan, seals spot in NASCAR's playoff.
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NASCAR LIVE RaceTrax Michigan Sprint Cup Carfax 400 coverage August 2010
August 15, 2010, 1:06:44 PM
Harvick wins at Michigan, seals spot in NASCAR's playoff.
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Presented By:
August 15, 2010, 1:06:44 PM
Bodine rolls to 2nd straight truck win
Saturday, August 14, 2010, 10:15:12 PM
Todd Bodine led the final 47 laps at Darlington Raceway on Saturday night to take his second straight victory in NASCAR's truck series.
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Keselowski wins Nationwide at Michigan
Saturday, August 14, 2010, 12:05:05 PM
Brad Keselowski grabbed the lead on a restart with eight laps to go, then pulled away to win the NASCAR Nationwide race at Michigan International Speedway on Saturday.
