Is there any kind of product you can’t buy with a NASCAR logo on? After a few minutes searching it turns out probably not…
Beyond the usual fare of videos, models, books and games there is some truly weird and wonderful NASCAR tat out there.
Years ago, Sylvie had loved Hugo with all the fiery impetuousness of youth. But she’d had a secret that had torn them apart. Now she had a chance to atone for her mistakes…and save the life of the child she’d left behind. But doing so meant dealing with her ex-husband, Hugo, again…and having the strength to finally tell him the real reason she’d left him and the world of NASCAR behind.
NASCAR’s conquest of the kitchen is also complete. You can cook NASCAR recipes on your NASCAR slow cooker, brand your steaks in the number of your favourite NASCAR driver and even decorate your cupcakes accordingly.
If you find real cooking too much of a chore NASCAR’s line of ready-cooked bacon (“microwaveable, ready in 10 seconds!”) and burgers is what you need. Afterwards you can use a NASCAR toothbrush to get the taste out of your mouth.
So what’s my point? That NASCAR is a cash-hungry corporate behemoth that will slap its logo on any old tat? No. Well, maybe a little bit.
But my real point is this: NASCAR knows how to do marketing. Now I’m not interested in buying a Kimi Raikkonen waffle iron or a Lewis Hamilton foot spa – but nor am I any likely to spend £225 on an F1 mouse mat.
Bernie Ecclestone is trying to juggle competing demands for more money from the teams and the need to pay back CVC’s debts. Formula 1′s under-developed marketing and merchandise potential offers a clear opportunity to do that.
NASCAR’s approach is to brand an enormous quantity of mass-market products. The exact same approach would clearly not fit F1′s image. But extending its product range beyond prohibitively expensive watches and wallets could open up huge new revenues for the sport.
Read more about F1 and NASCAR