NASCAR,
NASCAR Team Properties and Fanatics have jointly announced a 10-year agreement
for the sport’s at-track merchandise business that will deliver fans an
enhanced shopping environment. As part of the agreement, Fanatics has acquired exclusive
rights from NASCAR and NTP that will make the company the primary retailer of
NASCAR, team and driver merchandise at all 38 NASCAR Sprint Cup Series race
weekends.
Fanatics,
the market leader for officially licensed sports merchandise, powers the
e-stores for hundreds of the top sports leagues, teams and schools, including a
long history running NASCAR’s e-commerce business, NASCAR.com.
The
new trackside retail model will be phased in at NASCAR events over the course
of the 2015 season. It will evolve from using haulers for each specific team or
driver to displaying all merchandise in a climate-controlled superstore retail
environment supported by, in some instances, smaller satellite retail venues
around the track.
The
new model will offer fans access to the
largest at-track selection of NASCAR merchandise ever, a selection of products
that will include a major expansion of women’s and kids’ items, a more
functional way to browse, shop and interact with merchandise, separate stores within
the main venue for various teams, drivers, memorabilia and collectibles, a dedicated
area for driver appearances and an interactive customization center where fans
can create their own personalized NASCAR gear.
Fanatics
Apparel, the company’s manufacturing and customization division, will also
produce merchandise to complement the product lines already offered by
authorized licensees.
“A
merchandise center will provide a more personal, organized, comfortable and
convenient shopping environment for our fans,” said Steve Phelps, NASCAR
executive vice president and chief marketing officer. “Partnering with an
industry leader in Fanatics allows us to offer a comprehensive and seamless
shopping experience for our fans – whether it is in-venue, online or on mobile
devices.”
According
to a study conducted by Experian Marketing Services in 2013, NASCAR fans are at
least 20 percent more likely than non-fans to notice various types of promotions
while shopping, including video monitor displays, signs on merchandise racks or
shelves, and advertising on the floor – among others.
“Fanatics
is extremely excited to partner with NASCAR and NASCAR Team Properties to
greatly expand their at-track retail presence,” said Ross Tannenbaum, president
of Fanatics Authentic. “We have taken the time to listen to what the fans,
teams, drivers and NASCAR were asking for and look forward to using our
market-leading scale, technology and production capabilities to deliver an
improved and entertaining shopping experience for years to come.”
That sounds good, but 1 of the things I though so exciting about going to the track was all the merchandise haulers and had like a festive carnival atmosphere.
ReplyDeletesad for those trucks drivers and salesmans and womens who were working in the haulers, and they were a big part of the fans experience I think, but maybe its gonna be better ...
ReplyDeleteAt some tracks, the haulers have been outside the gates, and some they have been inside the gate. Any idea on where the climate-controlled thing they are talking about here will be?
ReplyDeleteLost jobs, lost experiences around the driver's trailers, further isolation from the drivers, higher costs ( they aren't working for free). NASCAR, finding a new way to empty the pockets of fans since Bill Sr. died.
ReplyDeleteNHRA has both. Drivers trailers and the big tent. Much better than just the tent, imo.
ReplyDeleteSure seems like a money grab on the surface, but more likely being done for control, and the money is just a bonus.
Biggest loss for me? I doubt the tent will carry last year's merchandise like the individual trailers do. That always allows my dollars to go farther.