Exclusive Off-Track Meetings Benefit NASCAR Partners - Event Marketer

Exclusive Off-Track Meetings Benefit NASCAR Partners

2016_Ex_EX_MultiMarketB2B_NASCAR
Brand: NASCAR
Agency: JHE
Awards: EX AWARDS — BEST MULTI-MARKET EVENT (B-TO-B)
Year: 2016

NASCAR is a crowded sports property with some 50-plus partners vying for eyeballs. To help understand their individual needs, and help brand marketers justify the investment, NASCAR formed the Fuel for Business Council (NFFB). It brings together NASCAR’s 50-plus partners in quarterly off-track meetings to share best practices, discover insights and foster business relationships in an exclusive, invitation-only setting. Since its founding in 2004, the program has fast-tracked business, facilitating millions of dollars in annual revenue and savings to official NASCAR partners.

Produced by NASCAR Corporate Events team and NASCAR Partnership Marketing, NFFB meetings typically take place away from the track, which can be loud and distracting. A NASCAR account manager for each partner assists in moving deals forward and provides follow-up and instructions post-event. And unlike the racing industry, which may have many sponsors in a given category, the NFFB provides partners category exclusivity.

During the meetings, partners may offer a presentation about their company and what they can offer other NFFB members. A Driving Business Award (DBA) honors the member that demonstrates leadership, success and results annually, injecting a healthy dose of competition into the experience, which only leads to even better ROI.

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