by Ericka Burey
Nascar, one of America’s more recognized sports. National recognition, cult following, tight-knit community and over 215 million viewers last year watching the Nascar culture on nationally sydicated television. With national affiliate stations broadcasting their events during the season (from February to November) Nascar has a very wide but not very diverse target audience,
but that is now changing.With the introduction of the “Drive for Diversity Class for 2008” campaign Nascar is attempting to gain a wider and more diverse audience. In this program eight individuals are given the opportunity to participate in actual Nascar level stock car driving. The campaign was initiated by Access Marketing & Communications in January of 2008. “The Drive for Diversity Program is committed to supporting and enhancing diversity in all aspects of motorsports,” according to the Nascar.com website. “The goal is to foster an environment that enables people from diverse backgrounds to participate in all levels and capacities of NASCAR.” Picture provided by NASCAR.com, the 2008 "Drive for Diversity 2008" selected participants.
Now in the sixth year for this “Drive for Diversity” campaign is still a great success. “More than 200 minority and female drivers applied to be part of the 2009 Drive for Diversity class,” according to Nascar.com website. “Twenty-five of those applicants were invited to tryout at the NASCAR Drive for Diversity Combine last October at South B
oston (Va.) Speedway. Drivers were selected by their team owners based on their on-track performance and off-track interviews.” Picture provided by Google images.In my opinion, this is a long time coming. More and more we are seeing attempts by PR firms and marketing companies to increase diversity in professional sports across the board. From Hockey to NASCAR diversity campaigns are steadily increasing in order to provide more opportunities for minority participants as well as viewers. This is especially relevant since the current minority is projected to become the new majority in the near future. Gearing campaigns towards including a more diverse audience and pool for participants is quickly becoming a staple in many of today's most popular activite, including NASCAR.
2 comments:
What a great choice for a diversity focus! NASCAR seems an unlikely organization bu you have pointed out some of the changes in the works. Very interesting profile.
I agree, this is a great topic. NASCAR has a real problem on their hands as far as PR is concerned. This is an organization that has one of the worst reputations in some areas of the country. I know many people who cringe whenever NASCAR is even mentioned. This is one of the most entertaining sports in the world, but there has been such a negative light on the organization, people won't give it a chance. It is looked at as "hick" or "trashy" by many sports fans across the country because of an image created by movies and television in this society. A PR campaign is exactly what the sport needs. Not just a campaign, but a good one. It has a long way to go.
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