Move comes amid NASCAR losing partners such as Target.
It’s no secret that partnerships, relationships and sponsors are pivotal in NASCAR — and that is why Mobil 1 is renewing its title as the Official Motor Oil of NASCAR. 2017 is the 15th consecutive season for the company’s rank and the agreement will extend the partnership through 20 years. But do ordinary citizens, fans and non-fans benefit from these deals?
Mobil 1 has seemingly poured a fortune into NASCAR since 2003 sponsoring race teams, races, winning and losing but always remaining a longstanding partner. A brand so well known to the public and retail may seem to be foreshadowed in a world where branding is everywhere and in NASCAR, despite how well partners are exploited. Data seems to counter that.
According to NASCAR’s study in Sports Business Daily, after 2014, 13% of NASCAR fans said they would be more inclined to purchase a product of an official NASCAR partner and fans are 30% more likely to change their own oil opposed to non-NASCAR fans. Also, in 2016, 38.5% of ‘casual’ NASCAR fans successfully labeled Mobil 1 as the Official Motor Oil of the Sport proving activations and sponsorships really do pay off. In a previous study involving Yeti, the Official Outdoor Partner and NASCAR fans, NASCAR fans are 40% likely to partake in outdoor activities such as camping and fishing over non-fans.
Mobil 1’s most recent activation is the Annual Protection motor oil. The protection guarantee’s reliable oil for one year or 20,000 miles. Stewart-Haas Racing’s Kevin Harvick, and Mobil 1 sponsored driver has been the figure head for the promotion. Mobil 1, a Stewart-Haas Racing primary sponsor has put its brand on all four of its teams in 2017 rendering itself extremely recognizable on four of NASCAR’s most well known drivers.
Mobil 1 also has stakes in all three national NASCAR Series’, and more than half of the teams put Mobil 1 oil in their cars. ExxonMobil stresses how hard Mobil 1 is proven to work in the harshest conditions and provides the same trust to vehicles everywhere.
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