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The Sports Licensing & Entertainment Marketplace and Picnic • Tailgate Show (11/9/06—11/11/06) has arranged hotel rates and airfare discounts with Travel Planners,  the leader of creating high-value, low-hassle housing programs for trade shows. Stay at top-rated hotels like Hard Rock Hotel, Caesar's Palace Hotel and Casino or Hilton Las Vegas at exclusive show rates. Air and car discounts, too!
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Licensed Kids Recliner


Licensing Outlook:
Q&A with Scott Warfield,
NASCAR Public Relations Manager, Charlotte Division

July 17, 2006

NASCAR's demographics are changing faster than a pit crew swaps tires, giving its licensing profile some intriguing new dynamics. Scott Warfield discusses what this means for the licensed sports retailer.

LOGO!: As NASCAR broadens its reach to consumers, what are some of the “new” demographics that retailers might find enlightening?

Scott Warfield: In the last ten years, NASCAR has broadened its reach and diversified its fan base. First of all, retailers might be interested to know that 8.4 percent of all NASCAR fans are African-American and 9 percent of all NASCAR fans are Hispanic. In addition, 40 percent of all NASCAR fans are female (30 million total). Lastly, retailers might be enlightened by the fact that over 60 percent of 7- to 11-year-olds and 50 percent of 12- to 17-year-olds are NASCAR fans.

LOGO!: What are the key selling periods for licensed items?

Birchwood’s NASCAR Burgers

Scott Warfield: The NASCAR Nextel Cup Series divides its calendar into several distinct segments, each providing its own opportunities to connect with consumers. Unlike other major sports, NASCAR is a year round sport that commands every bit of 10 months. Starting in January, NASCAR Acceleration launches the NASCAR season like no other sport can. It’s a series of events leading up to the sport’s signature attraction, The Great American Race, The Daytona 500, in mid-February. Run in late May, the NASCAR NEXTEL All-Star Challenge includes all winners from the previous and current seasons’ races, competing in a one-night event where the sport’s best battle for a multi-million dollar purse. The NASCAR NEXTEL Cup Series Race to the Chase (segment 3) and the Chase for the NASCAR NEXTEL Cup (segment 4) culminate with the NASCAR NEXTEL Cup Series Championship in mid-November and Champions Week in New York City in early December. So in addition to traditional holidays, the key selling periods for licensed items are spread throughout the course of the season as licensees and retailers capitalize on these marketing platforms.

LOGO!: What qualities do you feel are unique to NASCAR products in terms of the connection you have forged with racing fans?

Scott Warfield: The strength of the NASCAR brand is forged by its ability to connect and build relationships with consumers. Those connections have made NASCAR much more than a sports property – it’s a major lifestyle brand that resonates with a broad, desirable group of 75 million consumers, driving their buying decisions and behaviors. That translates into performance at the retail level, where NASCAR fans show their one-of-a-kind loyalty by purchasing NASCAR licensed product every day. Having fans that understand that NASCAR associates and partners with high quality companies is also very important. In fact, 89 percent of NASCAR fans agree that when they see a NASCAR logo on something they know it will be a quality product while 82 percent agree that NASCAR-related products are always a good value for the money.

LOGO!: What should retailers shopping the November licensing show be on the lookout for? What are some of the items you know racing fans will be looking for in 2007?

Scott Warfield: NASCAR has seen tremendous growth when it comes to licensed products geared toward women and children. As the fan base continues to diversify, retailers can expect more diverse product. Another hot category for NASCAR has been the food category. From 2 Brothers Barbeque Sauce to Birchwood’s frozen hamburgers, retailers can expect this category to continue to grow in 2007. NASCAR licensed fruits and vegetables? Sorry, NASCAR licensee Castellini already has those products in retail!


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