Amid the speedy rise of motorsport racing, NASCAR is seeking to seize a few of the buzz. To take action, the U.S. inventory automotive racing league and sanctioning firm will reintroduce its model in a manner that performs up its rebellious, Americana roots, satisfying its core fan base whereas reaching new audiences.
“We don’t have an consciousness drawback—only a notion drawback,” Tim Clark, NASCAR’s chief model officer, instructed ADWEEK. “It’s time we instructed our personal story, in our personal voice.”
Earlier this 12 months, NASCAR got down to discover a new company accomplice to tackle the duty. Bypassing a proper RFP, it invited 11 companies to reply to an deliberately broad model temporary.
“We weren’t even certain what we have been asking for,” Clark mentioned, including he hoped to see inventive pondering within the responses.
Ten of the retailers invited have been independents, however the one community company of the bunch—72andSunny—rose to the highest. Clark mentioned the company “did the whole lot we requested after which some,” demonstrating cultural relevance, agility, and robust strategic pondering that translated into breakthrough work. The company’s Los Angeles workplace will run level on the account, led by government inventive director Zach Hilder.
Hilder mentioned early conversations with Clark’s workforce revealed sturdy cultural alignment. “It felt like an ideal match,” he mentioned. “All of us bought enthusiastic about the identical issues.”
NASCAR goals to return its model to its rebellious, unapologetic roots, placing the game again on the heart of American tradition. Meaning balancing longtime fan traditions with outreach to youthful and extra numerous audiences.
“NASCAR is an iconic American model. Its roots—bootleggers forming a racing league—are so tied to American historical past,” Hilder mentioned. “The tales are limitless. We wish to make NASCAR felt, not simply seen, and switch informal followers into avid followers.”
Tapping Into the Zeitgeist
72andSunny’s remit covers inventive, model design, digital and social, and tentpole occasions.
As a part of that, the company will develop a long-term model platform meant to develop and energize NASCAR’s fanbase, reclaim its cultural relevance, and drive consumption of NASCAR races in individual, on TV, and on-line.
Their first work collectively will debut across the 2026 Daytona 500 in February, NASCAR’s greatest occasion of the season. Drivers might be entrance and heart within the marketing campaign, and NASCAR will align extra carefully with cultural moments by way of partnerships that goal to usher in wider audiences.
“That is about being snug in our personal pores and skin and telling our story on our phrases,” Clark mentioned.
NASCAR is doubling down on its model amid momentum for the game. NASCAR Cup Sequence broadcasts common 2.7 million viewers per minute, the best amongst U.S. motorsports properties. Ticket gross sales are up 6% year-over-year, digital platform visits have grown 10%, and social followers now complete 18 million throughout platforms, a rise of 1.5 million for the reason that begin of 2025, in keeping with the model.
