The NASA demographics provide a great target

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2012 PRESS KIT
Description
What is the Nitto Tires U.S. Touring Car Championship (USTCC)?
Simply put, USTCC is America's most exciting touring car racing. Cars are production-based sedans, coupes and hatchbacks
with chassis and suspensions that have been modified for maximum performance.
USTCC utilizes a combination of sprint race format of 30-50 minutes as well as en enduro format of up to 2 hours. The on-track action is
always very intense and hard-fought and pit
stops can make a big difference. Every USTCC
event utilizes a standing start which is one of
the most exciting thrills in all of motorsports.
Engines in USTCC cars put out about 250300hp and are mostly stock internally but a
power to weight formula keeps them even.
Cars use stock transmissions with aftermarket
final drive ratios and limited slip differentials.
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This year no less than ten different makes are
expected to campaign including: Acura, Honda,
BMW, Mini, Dodge, Chevrolet, VW, Hyundai,
Mitsubishi and Mazda.
Oversize racing brakes are allowed which
allows these racing machines to stop from high speeds time after time with ease. Racing shocks and springs are used to make
the cars handle the turns and Nitto racing tires provide the grip. Aerodynamics are pretty open to allow the cars to look good
and provide downforce.
Alll cars use the latest safety equipment to ensure the drivers are protected. These items include a full safety roll cage, racing
harness, fire extinguisher system, electrical kill switch, Nomex fire suits, and more.
A Crowd Favorite
The Nitto Tires U.S. Touring Car Championship enjoys a very large fan following and is very well-received at major race venues.
This is largely because, while the cars are heavily-modified and purpose-built for racing, they appear similar to the cars that fans
drive on the street everyday.
Furthermore, the rules for
USTCC have been created to
ensure close competition
amongst the field and door-todoor racing is the norm
throughout the 30+ car field.
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Lastly, USTCC drivers and
teams do not have tented or
sectioned-off paddock spaces.
Therefore, they are very
approachable by the average
fan with the drivers and crew
taking time to meet, answer
questions, sign autographs,
and take pictures with fans in
the paddock.
Audience
The NASA demographics provide a great target audience for
virtually any company, whether it is auto related or not
Racing fans represent an extremely loyal and active consumer base
which explains why so many Fortune 500 companies choose to market
to the segment. The graph below reflects the percentage of fans polled
that made a purchase based upon that company’s involvement with the
sport. It makes a striking statement regarding the sponsor loyalty that
motorsports fans exhibit.
auto racing is now America’s #1 rated spectator sport. Auto racing is the
fastest growing spectator sport in the United States with an annual
attendance figure for all forms of racing exceeding 80 million. These
published surveys also showed auto racing as a leader in paid attendance, with only baseball showing higher attendance levels than auto
racing.
More than 55% of road racing fans, attend more than three events per
year and more than 65% are willing to travel more than 200 miles to
view an event. Additionally, over half of road racing fans spend more
than 6 hours per week watching programming on Speed Channel.
In addition to on-site spectator attendance, auto racing attracts television sports viewership at a higher percentage rate than baseball,
hockey, basketball, college football, golf, tennis, bowling, and horse
racing. Worldwide, auto racing ranks second to soccer as the most
popular sport.
Most appealing to those companies who market through motorsports,
is that the segment is characterized as having disposable income and
active buying habits. 47% of road racing fans have a household
income greater than $75,000. Furthermore, road race fans are active
consumers of large and small purchases.
According to a recent survey conducted by U.S. News & World Report,
Gender
Female39%
Male61%
Age
Under 18
5%
18-2416%
25-3430%
35-4424%
45-5413%
over 55
12%
Education
Some high school
High school grad
Some college
College grad
Post graduate
5%
14%
37%
28%
16%
Occupation
Owner/manager26%
Professional
42%
Sales12%
Student 8%
Other12%
Marital Status
Married 55%
Single38%
Divorced/Widowed7%
Joyce Julius & Associates (www.joycejulius.com) specializes in tracking the success of sports marketing programs. Based on over eighteen
years of research, Julius stated in an article for USA Today, “Dollar for
dollar, auto racing is the best bargain in sports marketing.” Their
research shows that racing sponsorship is the most economical means
of reaching a specific market demographic.
Audience Brand Loyalty to Sponsors
Motorsports
Golf
NBA
MLB
Olympics
0%
10%
20%
30%
40%
50%
60%
70%
80%
Brand Loyalty
89%
93%
87%
75%
72%
Look at USTCC Look at USTCC Look at USTCC
Ask USTCC Likely to buy the
cars for product cars for brand
website for teams regarding same brand as
usage
names
brand names
products
team
Audience
anticipated purchases next 3 mos
The NASA demographics provide a great target audience for
virtually any company, whether it is auto related or not
Household Income
30%
25%
28%
20%
15%
17%
10%
5%
0%
1%
26%
20%
9%
Non production
race car
7%
Cars Raced by Make
Ferrari
Mitsubishi 1%
2%
Dodge
2%
Toyota
2%
VW
5%
Other
6%
Porsche
16%
Mazda
17%
Honda
6%
BMW
8%
Nissan
9%
Ford
10%
Chevrolet
9%
2012 Schedule
March 10-11
Infineon Raceway, Sonoma, CA
May 19-20
Thunderhill Raceway Park, Willows, CA
June 9
New Jersey Mtsp Park, Millville, NJ
June 11-12
Infineon Raceway, Sonoma, CA
July 16-17
Infineon Raceway, Sonoma, CA
July 28
New Jersey Mtsp Park, Millville, NJ
August 18-19
Thunderhill Raceway Park, Willows, CA
August 25
Monticello Motor Club, Monticello, NY
September 8
New Jersey Mtsp Park, Millville, NJ
September 21-23 (with FIA WTCC)
Infineon Raceway, Sonoma, CA
Octover 13-14
Buttonwillow Raceway, Buttonwillow,
CA
October 20
Pocono Raceway, Long Pond, PA
November 10-11 (with INEX)
Infineon Raceway, Sonoma, CA
Some dates could be tentative and are subject to change without notice.
Headonphotos.net photo
2006
2007
Brett Strom
Richard Peterson
2005
Pete Bovenberg
Brian Lock
2004
Justin Elin
Jeff Lepper
Patrick Sharp
Anthony Vanni
Tom Lepper
2003
Tom Lepper
Tom Pitre
Gary Hutto
2002
David Brown
David Lang
James Sofronas
Jonathan Meris
Gary Sheehan
Richard Holdener
2001
David Brown
2000
Curt Simmons
Past Champions
Drivers Champion, Manufacturer’s Champion, Rookie of the Year
Past Champions
Jerry Bradbury
The Nitto Tires United States Touring Car Championship offers a major perk for winning
the 2011 USTCC Drivers’ Championship. The 2011 champion will earn a free test with
ProTeam Motorsports, one of the top teams competing in the FIA World Touring Car
Championship (WTCC).
ProTeam Motorsport will be racing three BMW cars in the 2012 WTCC. The Italian team
was set up in 1997 by Valmiro Presenzini. Since then, they have become one of the top
teams in the paddock, winning three Independent Team titles in the process.
At the end of the season, the 2011 USTCC Champion will travel to one of the scheduled
test dates and try out one of the ProTeam’s WTCC spec race cars in Europe.
Brandon Kraus became the first USTCC Champion to be able to test in Europe when he
tested a World Touring Car and a European Touring Car at the Autodromo Monza in Italy
in March 2012.
Felipe Cabezas
Ron Valtierra
Vincent Parker
Rod Rojas
Andrie Hartanto
Pete Bovenberg
2011 Champion To Be Awarded Test
with FIA WTCC Pro Team Motorsports
Larry Bani
2011
Tom Lepper
2010
Curt Simmons
2009
Brandon Kraus
2008
Tom Lepper
Drivers Champion, Manufacturer’s Champion, Rookie of the Year
Media Coverage
The Nitto Tires US Touring Car Championship is supported by a comprehensive variety of print and broadcast media. Last year’s season featured
TV coverage of most races on Final Drive TV.
TV BROADCAST
Many USTCC races are shown on Final Drive TV. The USTCC television
show is also shown on the Internet and will be available on several other websites as well.
PRINT
The USTCC has built a strong media support among various automotive magazines and newspapers. Magazines such as Grassroots Motorsports and
Motoracing support the series with features and articles.
INTERNET
The Internet is replacing traditional print magazines. Numerous internet sites
provide USTCC coverage including theracesite.com, racing.com, motorsport.
com, justracing.com, autoracing1.com, speedoptions.com and several others.
Additionally, USTCC creates event coverage videos that are available for fans
to download free from the series' website. Many other online magazines also
support the series.
SOCIAL MEDIA
Social media is a vital marketing tool in today's world, especially when trying
to reach the younger demographics. USTCC is very active and has a loyal
following in the social media scene by the use of popular sites such as
Facebook, Twitter and YouTube.
Facts and Info
„„ Schedule in the past has included many large spectator races syuch as IndyCar, American Le Mans, Super Street Time Attack and NASCAR. This year the
schedule includes the FIA World Touring Car Championship (WTCC) and the
INEX Legends Nationals.
 USTCC has the most diverse field in terms of manufacturers represented of any
MMM series in the U.S.
 USTCC rules allow both naturally aspirated and forced induction cars to compete
MMM head to head.
„„ The U.S. Touring Car Championship series began in 1998 as a regional series
and grew to a national series in 2000.
 Media exposure grew by over 300% and is expected to increase again this year.
 The close relationship of the USTCC cars and their street counterparts is the key to the fans interest in the series. Car clubs and other fan bases are extremely loyal to
their brand and follow USTCC action year round.
„„ Dozens of top companies in the US have found USTCC to be an excellent marketing platform.