Tire dealers being offered a series of options for sponsoring an ISCARS racing event

Tire dealers are being sought to provide localized sponsorships for the International Sport Compact Auto Racing Series (ISCARS).

“It’s the same audience as NASCAR, it just doesn’t cost as much,” says consultant Michael Peterson of Titan Associates, who is actively recruiting tire business owners to become involved with the program.

“So many people want to realize the NASCAR audience, but the cost is prohibitive – it’s like the Super Bowl,” he observes. “This is an affordable way to get in front of this audience. You’re pretty flexible about what you can do.”

For example, says Peterson, tickets to these events can be sold at your location, or you can set up a booth to display your merchandise to the gathered fans. Plus there are signage display options and other promotional opportunities.

“ISCARS provides an excellent opportunity for mid-level sponsors to gain exposure to a very loyal fan base,” he says. “With several available sponsorship levels, the series represents a great value for marketing partners. The marketing opportunities available through ISCARS put national advertising exposure within reach for companies of all sizes, including those with smaller budgets.”

ISCARS is the only grassroots stock car racing series with its own television show, according to Peterson. ISCARS Wide Open TV, a 30-minute syndicated show, appears on nine cable networks, including Fox Sports South, America One, Comcast Sports South and Cox Networks, reaching 54 million households. ISCARS officials plan to add an additional 94 million households in 2008 with special programming on ION network.

Formerly known as the NASCAR Goody’s DASH Series, ISCARS gives new drivers opportunities to gain experience and exposure by participating in events at tracks throughout the Southeast. ISCARS DASH Touring, sanctioned by the American Speed Association (ASA), is the nation’s only sport compact stock car touring series. All makes of sport compact automobiles are eligible for participation with approval of body styles sanctioned by ISCARS.

Drivers and automotive manufacturers alike value the series because it provides useful preparation for participation in the top tiers of NASCAR, Peterson points out.

“ISCARS provides an excellent opportunity for mid-level sponsors to gain exposure to a very loyal fan base,” he says. “With several available sponsorship levels, the series represents a great value for marketing partners. The marketing opportunities available through ISCARS put national advertising exposure within reach for companies of all sizes, including those with smaller budgets.”

Goodyear is the series’ official tire provider, yet opportunity abounds for other businesses to participate, says Randy Claypoole, ISCARS’ president and CEO.

“This leaves the door open for a tire dealer to sponsor a race in their region. This level of involvement could take on several facets,” he suggests. “Perhaps a television commercial using one of our race car drivers visiting their local dealership, or a series of dealerships if more than one is owned or represented. The dealership could provide a product trade by agreeing to outfit our service vehicles and personal vehicles in return for being the ‘Official Tire Dealer of ISCARS.’”

Echoing Peterson, Claypoole also pushes the idea of setting up a display of your tires at a track or becoming a ticket-selling outlet. He is open to considering whatever type of marketing plan you have in mind. “I could certainly expand my thinking on this, as there are many ideas that result from thinking of all the possibilities.”

The 2008 season lineup of tracks remains in flux. “A recent business decision resulted in a strategic revamping of the schedule previously released,” says Claypoole, citing factors such as gas prices, distance from the majority of the racing teams and the individual economic situations of the selected tracks. Sites in North Carolina, Virginia and Tennessee are currently being considered.

“To get tire dealers involved, it would be best for us to arrange to have a race in an area close to their location,” Claypoole continues. “That way, we can promote them to the fans and hold a driver autograph session and car show on location before the race. I’ll be happy to discuss the options and promotional possibilities,” he adds.

“We have the flexibility to hold events based upon the demographical needs of a marketing partner,” Claypoole explains. “In the previous schedule we had repeat events set at three or four tracks. Now we are looking to add to the number of venues.”

For more information, visit www.iscarsonline.com or www.titanleadership.com.