Your client at motorsports events
Looking to reach young males for your client?
October 29, 2010
Any venue that draws large numbers of hard-to-reach young men is attractive to advertisers, and this one is almost a no-brainer: motorsports events such as monster truck and motocross competitions.
Motorsports do bring in some moms and kids, but the majority of attendees are young male gearheads. The crowds are roughly two-thirds male, and more than 75 percent are age 44 or younger.
These events are also huge, allowing advertisers to get their message out to thousands of people. Major competitions fill large arenas on a nightly basis, and the higher profile ones are also televised on either broadcast or cable.
To find out how to get your client’s message at motorsports events, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Advertising and sponsorship at monster truck and motorcycle dirt bike events across the country.
Motorsports event organizers handle sponsorship and advertising for the events, while individual teams handle driver and vehicle sponsorship (think NASCAR).
How it works
Some motorsports events are touring competitions in which drivers compete for an annual championship, while others are thrill shows in which drivers entertain the crowds with difficult stunts.
In either case, events offer advertisers and sponsors a number of ways to get involved.
The most visible is title sponsorship, in which a brand’s name is tied to the event (i.e., Monster Energy Supercross). Those sponsors are mentioned in every news story and promotion leading up to the event, in addition to having a large presence at the event itself.Sponsors are visible on the arena floor as well, on signage that circles the driving area at a monster truck event or on the barriers that line the track at a motocross race. This provides added value when an event is televised.
These options are year-long or multi-year deals reserved for national brands, but there are also opportunities for local advertisers to target fans at individual events.
One is via displays, such as a local company setting up a booth on the arena concourse or a local car dealer showing off its latest models outside the arena.
Many events also offer couponing on the back side of tickets. For example, a local restaurant could offer discounted meals or a free food item when a fan brings in the ticket stub.The final advertising opportunity is to sponsor an individual motorcross team, putting logos on vehicles and driver uniforms to help offset the team’s expenses for travel, maintenance and the like.
Most teams have one prominent sponsor that dominates a truck or a motorcycle driver’s uniform, as well as smaller ones in the form of decals on a vehicle and/or driver’s helmet or patches on the driver’s uniform.
Motorsports events are held in every major U.S. market. Some tours visit markets at the same time each year to help build an annual tradition with audiences.
The monster truck event Monster Jam averages more than 4 million visitors worldwide each year. Supercross averages 750,000 per year, Arenacross averages 230,000, Nuclear Cowboyz and FMX (freestyle motocross) average 650,000, and IHRA Nitro Jam 360,000.
How it is measured
Event organizers track attendance at the events, and TV ratings are also used for televised events.
What product categories do well
Frequent motorsports advertisers include auto and auto-related categories such as auto parts stores and motor oil, telecom/mobile, fast food and local advertisers such as restaurants and car dealers.
Among adults who have attended a monster truck event within the past 12 months, 57 percent are male and 43 percent female, according to Scarborough Research. Feld Entertainment says the audiences for its Nitro Jam drag racing series are 66 percent male.
Fifteen percent have an annual household income below $25,000, with 22 percent between $25,000 and $39,999, 11 percent between $40,000 and $49,999, 17 percent between $50,000 and $74,999, 15 percent between $75,000 and $99,999, 12 percent between $100,000 and $149,000, and 8 percent at $150,000 or more.
Making the buy
Lead time varies. Multi-year sponsorships on a nationwide tour are handled a year or more in advance, while advertising at individual events can be secured six to eight weeks in advance.
Pricing varies as well. A local advertiser can have a small presence at one event for between $5,000 and $10,000, while a multi-year high-level sponsorship could cost several million.
Who’s already at motorsports events
Recent or current motorsports advertisers include Advance Auto Parts, Monster Energy drink, U.S. Air Force, MetroPCS, Lincoln Electric, Awesome Racewear and Ford.
What they’re saying
Males 18-34 are very solid for all the events, but then each has their sub-nuances. For example, Monster Jam is a good property for families, it’s kids coming with mom and/or dad. Also there are a lot of do-it-yourselfers in the audience, so it’s good for auto categories.” “ Tim Murray, vice president of sales at Feld Entertainment.
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