[ press Release ]
HISPANIC NASCAR FANS ARE FOCUS OF NEW REPORT FROM KNOWLEDGE NETWORKS, REVOLUTION
NASCAR, Inc., is a charter subscriber to all-new syndicated study; report identifies current behaviors and opportunities for future engagement
Menlo Park, CA; October 7, 2008: NASCAR is one of the top five sports in the U.S., and Hispanics are America's fastest growing demographic – yet NASCAR has historically underperformed among the U.S. Latino population. To show how this relationship can be nurtured by the NASCAR industry – including teams, tracks, marketers, and media companies – Top-25 research firm Knowledge Networks and leading independent sports marketing agency rEvolution will soon release the first nationally representative, in-depth, syndicated study of Latinos' feelings about NASCAR.
To access a fact sheet about this study, click here.
NASCAR itself is one of the charter subscribers to this unprecedented study, which addresses key questions such as:
- What draws in Hispanic fans? What are the barriers to fandom among Hispanics? What are the sport's main competitors within this population?
- How do Hispanic NASCAR fans compare to other NASCAR fans in how they engage with the sport?
- Which sponsors have generated the most awareness among Hispanic NASCAR fans? How does this compare to other NASCAR fans?
- NASCAR is known for having the most "sponsor-friendly" fans – does this carry through to Hispanic NASCAR fans?
The research portion of the new NASCAR study is being conducted in both Spanish and English on KnowledgePanel® – the only online panel representative of all facets of the U.S. population – and KnowledgePanelLatinoSM, which applies KN's uniquely representative methodology to the U.S. Latino population. Both KN's and rEvolution's leadership expect to provide their NASCAR clients with unprecedented data on Latino fans as a means to refining current sponsorship strategies, as well as having better information prior to activating new sponsorships in racing.
"This report will reveal many opportunities for overcoming barriers to growing the Hispanic fan-base and increasing the passion for NASCAR among Latinos who are already fans," said John Rowady, President of rEvolution. "The rEvolution/KN alliance provides an excellent combination of research precision and consultative understanding of the sport and its sponsorships."
"We are pleased to be teaming with rEvolution in offering insights and analyses that are unique to our companies – a truly representative look at U.S. Hispanic NASCAR fans, plus unmatched consultative perspective on making the most of a NASCAR sponsorship," said Patricia Graham, Executive Vice President and Chief Marketing Officer at Knowledge Networks. "Finding the best ways to engage Latino consumers is a top priority for every kind of consumer marketer, and NASCAR has the potential to become a key platform for reaching this important target."
Last June, rEvolution and Knowledge Networks announced a strategic alliance to deliver the next generation of sponsorship research and consulting services by arming clients with crucial data and strategic insights in order to maximize the ROI of their sponsorship investments.
About Knowledge Networks
Knowledge Networks specializes in solving complex, high-impact problems, providing extraordinary quality and service to leaders in business, government and academia. We work closely with clients to create healthy consumer-brand connections, effective marketing and advertising, sound public policies, and accurate social science research. We have established respected practices in media, marketing, advertising, and government & academic studies. KN excels in study design, analytics, and custom panel creation; we deliver affordable, statistically valid online research through KnowledgePanel® – the only available probability selected, nationally representative Internet panel. For more information, go to www.knowledgenetworks.com.
About rEvolution
rEvolution is an independent and fully-integrated sports marketing and media services agency. Chicago-based with an international vision and reputation, rEvolution joins forces with its clients in creating and implementing innovative business-building marketing programs through sport. rEvolution's integrated services environment includes: sponsorship, media buying and planning, promotion, event management, hospitality, mobile marketing, software solutions, research and measurement. rEvolution's team of industry experts specialize in action/youth sports, collegiate sports, international sports, lifestyle sports, motorsports, and professional sports. In 2007 and 2008, rEvolution was selected as a top agency on Event Marketer magazine's "RFP Hit List," as well as PROMO magazine's "PROMO 100" agencies. More information about rEvolution and the unique experiences created and executed for corporations is available at www.revolutionworld.com.
