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GAINSCO credits its six-year-old GRAND-AM sponsorship with gaining new business in the ultra-competitive market of low-cost auto insurance. The GRAND-AM team sponsorship has been the main focus in GAINSCO’s marketing efforts, integrating advertising, website, community and agent outreach. “We have intentionally built our corporate brand and culture around the race car — it is the unifying icon of our company and represents our quest to build a truly outstanding, competitively distinctive auto insurance company,” said Glenn Anderson, GAINSCO’s president and CEO. The company reports an average 67% increase in new policy sales during the two weeks following each of its showcar visits to agent locations. The showcar also visits industry trade shows to recruit new reps and travels to community events. GAINSCO has also used the team sponsorship for incentive programs that offer race tickets and hospitality passes to agents selling the most policies. GAINSCO’s success has mirrored the GRAND-AM team’s success, with annual sales of $48.9 million in 2004 growing to $179.6 million in revenue in 2009. |
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Dole invited several thousand customers and their families to the races. Dole hospitality tents were set up at each race where 350-500 Dole customers, their families and Dole personnel enjoyed the race festivities. Dole passed out branded gifts, including hats, T-shirts and other logowear. Event related contests and other activities also served to build brand awareness and customer loyalty. The Pontiac Fiero represents the first time Dole has ever participated in motorsport car racing. “Positive customer response to our involvement has been phenomenal” – Dennis Reeve, Dole Race Team Project Manager Dole’s overall involvement has been very successful in a “Fresh New Way” “It is one of the most exciting marketing tools we have employed with terrific Return On Investment trackability.” RESOURCES AVAILABLE TO CORPORATE SPONSORS
CORPORATE HOSPITALITYThe hospitality program offers events for sponsors, business participants and their customers along with families and friends to experience the race from an unprecedented atmosphere resulting in an unforgettable experience. This opportunity allows sponsors to build and strengthen their relationships with their customers, promote networking and reinforce their branding. Acumen motorsport staff will insure that your race experience is filled with excitement and top notch track hospitality. MARKETING OPPORTUNITIESThe 2011 Rolex 24 At Daytona featured 3.1 million unique viewers tuned in to part of the SPEED broadcast. The broadcast averaged 443,000 viewers and peaked at 873,000 viewers for the checkered flag. The Rolex 24 At Daytona preview show also drew impressive ratings leading up to the Rolex 24 At Daytona, with an average of 606,000 viewers tuned in to the first showing on FX. The Rolex Series had more unique viewers tuned in to SPEED than any other road racing series in 2010, 29% more than F1 and 42% more than ALMS. Looking at the long-term trend, 2010 Rolex Series ratings are up 58% over 2003. If you would like more information on becoming a corporate sponsor, please contact: Frank Del Vecchio Douglas Grunnet |
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