NATURE FARMS PRODUCE, Inc - RACING DIVISION 2019 SPONSORSHIP PACKET - September2018 - Nature Farms ...
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
NATURE FARMS PRODUCE, Inc. – RACING DIVISION
2019 SPONSORSHIP PACKET
September2018
Who We Are: Nature Farms Produce, Inc.
Find us on the web at:
www.naturefarmsproduce.com
Nature Farms Produce, Inc. is based in Salem, WI which supplies wholesalers with fresh, quality produce –
whether it be their own private label goods or those through their partnership with other produce vendors.
With their own trucking division as well as supplying dispatch support to Daniels Trucking Company, they
are well versed in ensuring that the product that is on your table is nothing but the best.
Nature Farms Produce, Inc. – Racing Division was established in the Fall of 2018, with the help of
NASCAR veteran Kevin McGuire. Utilizing his extensive first hand knowledge of the ARCA Series,
Monster Entergy Series, Camping World Truck Series, and Xfinity Series racing requirements, as well what
it takes to run a successful team, Kevin has taken the helm in launching this exciting venture.
Partnering with a staff of personnel with extensive marketing experience in multiple forms of media, as well
as drawing on Kevin’s personal history with the NASCAR Business Model, the Nature Farms Produce, Inc.
– Racing Divison Team is ready for The Great American Race!
1
Our Objective
“The objective of this racing team is to quantify, to the fullest extent possible, the
direct benefits of Motorsports as a marketing platform that creates the link between
the consumer, the brand, the trade, and therace car driver, as well as producing
return on investment. NASCAR team sponsorship is the avenue to pursue just that.
Nature Farms Produce, Inc. - Racing Division is determined to maintain the crucial
standard of excellence that NASCAR has created. On and off the track, our team
consists of experienced business professionals dedicated to satisfying the needs of
our advertising partners and meeting the expectations of our sponsor alliances. We
strive to strike the perfect balance between these two goals, and focus on the
combination that yields winning results.
Nature Farms Produce, Inc. - Racing Division provides a personal experience that is
unmatched, featuring an up close and personal, behind–the-scenes hospitality
experience that our partners will treasure.”
~ Cynthia Castilla, Team Owner
Nature Farms Produce, Inc. – “Team Fresh” Racing Division
2
Why Sponsor a Motorsports Team?
• NASCAR fans are fiercely loyal to all series running under the NASCAR & ARCA racing banners.
• NASCAR is second only to the NFL in terms of top sports franchise TV ratings, as well as second
only to NFL in reaching millennials.
• Approximately half of the social media audiences of NASCAR-owned accounts are millennials,
according to Nielsen Scarborough. (Forbes, 2018)
• $3 billion dollars worth of licensed merchandise is sold to the 75 million NASCAR fans each year.
• 36% of NASCAR fans can name every sponsor of the top 30 Racing Teams within each NASCAR
series.
• Based on current & future market trends across manufacturing and/or service based consumers,
digital marketing - partnered with personalized service - are far outpacing traditional methods of
advertisement & promotion.
• In partnering with a NASCAR race team, your company will benefit from a dynamic, yet uniquely
personal opportunity for brand growth within the NASCAR fan base.
• By utilizing Integrated Motorsports Marketing, Nature Farms Produce Inc. – Racing Division is able
to assist in elevating your brand to icon status across the nation while maximizing your promotional
dollars.
3
The Current State of NASCAR Sponsorship
“NASCAR is arguably the gold standard for fan loyalty, and brands are quick
to attach their names to the sport not only to gain awareness but also to
build and retain the base of customers who purchase products
associated with drivers and teams they’re fans of.
According to NASCAR, nearly half of Fortune 100 companies invest in the
racing league. In 2018, more than one in four (28%) of Fortune 500
companies continue to invest in NASCAR.
All told, 140 Fortune 500 companies have sponsorship agreements
throughout the sport. The number of Fortune 500 companies investing in the
sport has grown year-over-year in five of the last six years, dating to 2012.
The number of Fortune 500 companies investing in the sport has increased
29% since 2008.”
~ Maury Brown, owner of Bizball , LLC, a research and analytics company,
for Forbes, 2018
4
The Attitude Towards Sponsors from Fans
75% of 18-34 year olds and 58% of those 35+ indicate they feel good about
NASCAR sponsors. The percentage of fans in agreement with the statements
below further support this research.
18-34 Year Olds 35+
Speak positively about brands that are sponsors of
73% NASCAR 54%
Are more likely to consider purchasing products or
67% services when the tagline “Official Sponsor of NASCAR”
is used in advertising
50%
Feel loyal to NASCAR sponsors & purchase products
64% and/or services because of the sponsor’s involvement in 48%
the sport
Always buy products/services from companies that
63% sponsor NASCAR 42%
Always participate in NASCAR sponsors’ promotions,
58% such as sweepstakes, coupons, mail-in to win, etc. 38%
5
NASCAR’s Millennial Fan Base
Geographical Distribution
Home Ownership – 50% 4th
Age
Gender – 2/3 Male 2nd 3rd
1st
Some College or
Beyond – 50%
Households
with Children – 50%
40%
Top 5 NASCAR Markets
60%
1/3 multicultural Employed – 75% 1. Los Angeles
families 2. New York
3. Dallas
4. Chicago
5. Philadelphia
18-34 yr olds Other
6
**Further demographical information as it relates to the NASCAR fan base is available upon request.**
New Media Partnership
New media partnership aligns NASCAR
with television leaders through 2024
7
2018 Cable Network Programming
• 85 million homes • Practice & Qualifying – FOX • 82 million homes • Practice & Qualifying – NBC
races races
• Available on all major cable • Available on all major cable
and • Race Day (full season): and satellite carriers • Countdown to Green:
satellite carriers – 1 hour before FOX or NBC – 30 minute pre-race show for
• Secondary* –
Prerace all NMES races
• Secondary* – FOX Sports 2: – USA Network: 96Mhomes
– At track during FOX NMES
– 45M homes – CNBC: 94M homes • NASCAR America
season, in studio during
– Mostly on Sport Tiers – Monday-Friday, 30-60 minute
NBC Season
(additional show
cost) • Victory Lane (full season): – Weekend Edition (on-site)
– Not available on Comcast – 30-min post-race show from • 1-2 hour pre- pre-race
studio show for NMES races
• First 16 NMES events • Race Hub: • NBC Sports Live Extra
• Final 20 NMES events
(10 on FOX, 6 on FOX Sports 1) – Daily hour NASCAR show of – All practice, qualifying, and
(7 on NBC, 13 on NBCSN)
record race events during NBC’s
• Sprint Unlimited (FOX), NMES – Only daily sport-specific show • NHOF Induction and half will be available on this
Qualifying (FOX), and on FOX Sports1 Season-end Awards (on NBCSN) TV Everywhere platform
All-Star Race (FOX Sports 1)
8
*Available for practice and qualifying coverage only
NASCAR Fans and Technology
Nearly all NASCAR fans are digitally
enabled (use internet, smartphone, • 75% of NASCAR fans
and / or tablet). own/use a mobile device &
are just as likely as non-fans
Those in the 18-34 age bracket spend to do so.
nearly 14 hours per week following
the sport across all mediachannels
• 75% of NASCAR fans
own/use a personal computer
& are MORE likely than non-
fans to do so.
• NASCAR fans are MORE
likely than non-fans to have
attitudes indicative of a high
level of interest in Technology.
9Integrated Motorsports Marketing
The Daytona 500 has been compared to the Super Bowl of NASCAR. That being said, a 30s commercial
spot during the Super Bowl cost the average investor $5M in 2018 and is shown only once during that
broadcast. There are 23 races in the 2019 Gander Outdoors Truck Series and 26 races in the 2019
Monster Energy Cup Series – significantly more exposure per dollar value.
Keep in mind, through Integrated Motorsports Marketing, potential consumers have TV viewership for all
races through the season, with a sponsor’s appearance every time the truck goes around the track.
Sponsors are also announced each race when the driver introductions are made.
In addition to sponsors being listed on all NASCAR digital and print media, driver uniforms, official
NASCAR licensed merchandise, and driver Hero Cards, there are radio broadcasts, Press Releases and
Pre-/Post-race articles in newsprint and digitally through the internet.
NASCAR also allows its fanbase the opportunity to meet the drivers, through driver Meet and Greets,
Autograph Sessions, and Photo Opportunities. Similar fanbases for other Sports Teams or Entertainment
Persona do not have such access.
Overall, by utilizing the Integrated Motorsports Marketing Business Model, potential sponsors have
access to all forms of advertising rather than a single format, creating the momentum to escalate their
brand awareness exponentially.
10NATURE FARMS PRODUCE, Inc. Marketing Team
Here is where the Nature Farms Team Motorsports Marketing
experience gives their sponsors the advantage….
We offer turnkey services to maximize sponsorleverage: Planning and
Development
• Simplifies execution & assists in avoiding common sponsor pitfalls Promotion
Development
• Minimizes your need to draw on internal staff, by utilizing our own resources
Budgeting
• Generates leads seamlessly through multi-platform exposure Creative Services
Tie-In Negotiations
• Manages activities on site (at track) during races to promote your product Fulfillment
Integrated Promotion
• Provides show-cars and driver appearances to bring your brand to the consumer
Motorsports Management
• Provides local in-market promotions Event
Logistics
Marketing Licensed
Merchandise
• Creates Business to Business salesopportunities
Hospitality Program
• Provides development & execution of Licensed Merchandise Trailer Management
Show-Car Source
• Provides Advertising and Promotional activities for all ages Operations Identification
• Create special Paint Schemes based on sponsorship level VIP Hosting Sales Planning
Tickets Contract
Ride & Drives Negotiation
11VIP Hospitality…A Personal Experience
Nature Farms Produce, Inc. - Racing Division provides your Brand Logo on your selected Race Day events. Our
Transport Hauler and Hospitality Tent provide an up-close and personal experience on Race Day for your guests. This
includes food and drinks, Garage HOT Passes, and driver & crew meet and greets.
The all access pass also allows a close-up view while Nature Farms Produce Inc. - Racing Division dials in on the 800
Horse-Powered Car. This is all happening as the driver faces the TV Camera speaking to Millions of NEW potential
consumers about our sponsor support.
No other sporting events allow fans to be this close to the integral parts of the action, listening on headsets to the two
way radio communication between the driver and crew chief, talking and interacting with the crew in the garage area
(pits), and sitting on top of the pit box (pictured in the center) of one of the most dynamic team efforts in sportstoday.
12Diamond & Gold Level Sponsorship Package
Diamond Level Sponsorship Fee: Gold Level Sponsorship Fee:
• $20M per Season, 5 year Commitment Required • $10M per Season, 5 year Commitment Required
• 30% of yearly commitment due immediately upon signed • 30% of yearly commitment due immediately upon signed
contract, 70% due over the remainder of the 10 month contract, 70% due over the remainder of the 10 month
season season
• includes primary sponsorship placement in all races per • includes primary sponsorship placement in all races per
season season
• 5% return on licensed merchandise sales • 2.5% return on licensed merchandise sales
Length of Sponsorship: Length of Sponsorship:
• Start Date: Immediately upon receipt of signed contract and Clearance of Payment • Start Date: Immediately upon receipt of signed contract and Clearance of Payment
• End Date: 12/31/2023 • End Date: 12/31/2023
Type of Sponsorship: Type of Sponsorship:
• NASCAR Monster Energy Cup Series – Car #93 • NASCAR Monster Energy Cup Series – Car #93
• Spots, Media Mentions, Sponsor Coverage as outlined in contract with signed Release • Spots, Media Mentions, Sponsor Coverage as outlined in contract with signed Release
for the Agreed Race Dates & Locations for the Agreed Race Dates & Locations
Spot Coverage for Agreed Race Dates & Locations: Spot Coverage for Agreed Race Dates & Locations:
• Hood, Upper Rear Quarter Panels, Trunk Lid, Back of Car • Hood, Upper Rear Quarter Panels, Trunk Lid, Back of Car
• Primary Placement on NASCAR Hospitality Hauler • Primary Placement on NASCAR Hospitality Hauler
• Team Uniforms & Driver Racing Suit • Team Uniforms & Driver Racing Suit
• Primary Placement on NASCAR Licensed Merchandise • Primary Placement on NASCAR Licensed Merchandise
(All placements shared with Secondary Gold Level Co-Sponsor)
Media Mentions & Personal Appearances:
• Television & Radio Coverage Media Mentions & Personal Appearances:
• Digital Coverage – All NASCAR Associate Sites for NASCAR Camping World Truck • Television & Radio Coverage
Series 2018, Nature Farms Produce, Inc. affiliate websites and Social Media Accounts, • Digital Coverage – All NASCAR Associate Sites for NASCAR Camping World Truck
Driver website and Social Media Accounts Series 2018, Nature Farms Produce, Inc. affiliate websites and Social Media Accounts,
• Includes: Photo Opportunities (as time allows), Meet and Greets (as time allows), All Driver website and Social Media Accounts
NASCAR Electronic & Printed Media, 4 Associate HOT PASSES for up to 4 races, • Includes: Photo Opportunities (as time allows), Meet and Greets (as time allows), All
Rights to use the images and likeness of the driver, Licensed Merchandise, Hospitality NASCAR Electronic & Printed Media, 4 Associate HOT PASSES for up to 4 races,
Events, Promotional Activities Rights to use the images and likeness of the driver, Licensed Merchandise, Hospitality
Events, Promotional Activities 13Diamond & Gold Level Package Placement
Layout for Logo Placement Example
only.
*If there are 2 Gold Level Sponsorships
rather than a single Diamond Level
Sponsorship, then the Placement Areas
in RED will bear two sponsors’ logos of
equal size (shared space) vs. a single
larger logo as shown.
14Diamond & Gold Level Placement - Hauler
NATURE FARMS PRODUCE Inc
Racing Division Hauler
Layout for Logo Placement Example only.
*If there are 2 Gold Level Sponsorships rather than a single Diamond Level
Sponsorship, then the Placement Areas in RED will bear two sponsors’ logos of
equal size (shared space) vs. a single larger logo as shown.
15Silver & Bronze Level Sponsorship Package
Silver Level Sponsorship Fee: Bronze Level Sponsorship Fee:
• $2M per Season, 3 year Commitment Required • $750K per Season, 1 year Commitment Required
• 30% of yearly commitment due immediately upon signed • 30% of yearly commitment due immediately upon
contract, 70% due over the remainder of the 10 month signed contract, 70% due over the remainder of the 10
season month season
• includes primary sponsorship placement in all races per • includes primary sponsorship placement in all races
season per season
• 0.5% return on licensed merchandise sales
Length of Sponsorship:
Length of Sponsorship: • Start Date: Immediately upon receipt of signed contract and Clearance of Payment
• Start Date: Immediately upon receipt of signed contract and Clearance of Payment • End Date: 12/31/2019
• End Date: 12/31/2021
Type of Sponsorship:
Type of Sponsorship: • NASCAR Monster Energy Cup Series – Car #93
• NASCAR Monster Energy Cup Series – Car #93 • Spots, Media Mentions, Sponsor Coverage as outlined in contract with signed Release
• Spots, Media Mentions, Sponsor Coverage as outlined in contract with signed Release for the Agreed Race Dates & Locations
for the Agreed Race Dates & Locations
Spot Coverage for Agreed Race Dates & Locations:
Spot Coverage for Agreed Race Dates & Locations: • Roof of vehicle, B-Post, Back of Car
• Rear Quarter Panels Near Wheel Well, Back of Car • Associate Placement on NASCAR Hospitality Hauler
• Secondary Placement on NASCAR Hospitality Hauler • Team Uniforms & Driver Racing Suit
• Team Uniforms & Driver Racing Suit • Associate Placement on some NASCAR Licensed Merchandise
• Secondary Placement on NASCAR Licensed Merchandise
Media Mentions & Personal Appearances:
Media Mentions & Personal Appearances: • Television & Radio Coverage
• Television & Radio Coverage • Digital Coverage – All NASCAR Associate Sites for NASCAR Camping World Truck
• Digital Coverage – All NASCAR Associate Sites for NASCAR Camping World Truck Series 2018, Nature Farms Produce, Inc. affiliate websites and Social Media
Series 2018, Nature Farms Produce, Inc. affiliate websites and Social Media Accounts, Accounts, Driver website and Social Media Accounts
Driver website and Social Media Accounts • Includes: Photo Opportunities (as time allows), Meet and Greets (as time allows),
• Includes: Photo Opportunities (as time allows), Meet and Greets (as time allows), All All NASCAR Electronic & Printed Media, 2 Associate HOT PASSES for up to 4
NASCAR Electronic & Printed Media, 2 Associate HOT PASSES for up to 4 races, races, Rights to use the images and likeness of the driver, Licensed Merchandise,
Rights to use the images and likeness of the driver, Licensed Merchandise, Hospitality Hospitality Events, Promotional Activities (for the season sponsored only)
Events, Promotional Activities 16Silver & Bronze Level Package Placement
Layout for Logo Placement Example
only.
BLUE – Silver Level Placement
(Logos will be 2x size shown above)
GREEN – Bronze Level Placement
(Logos will be size shown above)
17Silver & Bronze Level Placement - Hauler
Layout for Logo Placement Example only.
NATURE FARMS PRODUCE Inc
Racing Division Hauler
BLUE – Silver Level Placement
GREEN – Bronze Level Placement
18Contact Information
We thank you for your interest in sponsoring our team. If you would like further information or would like to further discuss
a partnership with Nature Farms Produce, Inc. for the 2019 NASCAR Truck Series or 2019 Monster Energy Cup Series
season, please contact one of our team members at Nature Farms Produce, Inc. using the information below.
Nature Farms Produce, Inc. - Racing Division
Salem, Wisconsin
Corporate Phone: 262-586-5224
Questions about Sponsorship? Questions about NASCAR?
Contact: Brandee Schmitt Contact: Kevin McGuire
Dir. of Marketing & Sales VP of Racing Operations
Cell: 262-729-0427 Cell: 248-500-7137
Email: brandee@naturefarmsproduce.com Email: kevin@naturefarmsproduce.com
Legal Notice: Please note that this presentation in its entirety contains confidential information belonging to Nature Farms Produce, Inc., and is not to be distributed other than to the intended individual for purposes of attaining
sponsorship for Nature Farms Produce, Inc. No portion shall be reproduced or used without written permission from Nature Farms Produce, Inc.
19
*Statistical and demographical data used in this packet obtained from Statista, Statistic Brain Research Institute, The Nielsen Company, and Forbes.*You can also read
