NASCAR Merchandise a solid hit with fans.

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The NASCAR brand today is recognized around the world as a premier sports property. More Fortune 500 businesses use investment in NASCAR racing than any other sport. Landor Associates was quoted in December 2004 as stating "NASCAR was the Number 6 brand in 2004 and is forecast to be the Number 2 brand in 2005, in front of Google and iPod,"

From its modest origins in the Southern US, NASCAR racing has exploded to immense popularity across the entire nation lately. From the inaugural races held in 1948 to this generation's NEXTEL Cup and Busch series, NASCAR has become arguably the number one spectator sport in The US, sporting 75 million loyal fans.

The NASCAR recipe is one that no other spectator sport uses. Week in and week out, the top teams (drivers) are contending directly against each other. Unlike, for example the NFL, where you could have to wait several weeks for that critical match up, at a NASCAR race, you can follow number 1 against number 2 every week. It's almost like having the World Series of this sport every week.

Surprisingly, 40% of today's race fans are female and 53% work in white-collar or skilled labor jobs. And even with this diversity, the figures continue to be strong; annual attendance at raceways is over 7 million and upwards of 275 million Americans watch on TV.

Those who keep up with the sport ascribe several factors to its' success. Years of tradition and a grass origins origin are some of the factors given for the sport's popularity. The roots of the sport in the "bootlegging" days and the modest start of several of it's first aces seems to be a positive factor to buffs in this day of the spoiled, indulged, disrespectful pro athlete.

Race buffs seem to have a vast appetite for merchandise that shows endorsement for their preferred driver, whether it is by donning NASCAR apparel, purchasing accessories for their auto or pickup, or even decorating their residence. NASCAR clocks, even NASCAR throw blankets, sheets and wall tapestries are popping up in homes everywhere.

From small local courses in the South, NASCAR has become very big business today. Including television revenues, sponsorship money, and licensed merchandise sales, NASCAR generates huge dollars today. NASCAR merchandise gross revenue now have moved up to top $2 billion per year and the markets continue to stay substantial. This is built upon a 250% growth from 1995 to 2004.

Apparel such as NASCAR jackets, NASCAR jerseys and t-shirts, etc appear to be thriving in success as makers release expanded products and are even including more high end items like leather jackets and specialty products like jewelry. The true devotee can even dress the entire family with recent introductions of complete NASCAR kids clothing and youth lines.

Within the big NASCAR product market, strong sub markets turn up. NASCAR collectibles have become very big simply by themselves. A mixture of products from plaques and signed pics to diecast cars are snapped up, partly due to success, but also in hope of increase in value for the collectables market.

While the NASCAR diecast arena has softened lately, it is still reasonable in size. As drivers alter their paint schemes, it permits producers to expand the product sets several times over in this segment and that helps keep gross sales from dipping too much.

Where will it all stop? I don't think we know, but when I see corporate secretaries getting into NASCAR hats and white collar managers putting on NASCAR shirts with photographs of "Junior" plastered on them, I wonder if there is a limit to this market.


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