Camping World, which has sponsored NASCAR’s truck series since 2009, will announce in about a month an extension to its original seven-year deal, company chairman Marcus Lemonis said Sunday. Lemonis, whose reality television show ‘The Profit’ was the sponsor of the Sprint Cup race Sunday at Phoenix International Raceway, revealed the plans when talking about the company’s involvement in NASCAR. The original contract went through 2015.’In about a month, we’ll be announcing a significant extension to that contract,’ Lemonis said. ‘It’s been great for us.’ Last year, Lemonis said he wanted to see how Fox Sports 1, the network rebranded from the former Speed network and the channel that now handles truck telecasts, treats the series. The network has more viewers but also more sports. ‘I’m happy enough with what I’ve seen and NASCAR has reassured me they’re going to stay very involved in that process,’ Lemonis said. ‘Week 1 of ratings for the truck series down in Daytona were up 11 percent. ‘I was told it was going to be closer to 40-50 percent, so the jury is still out. But the coverage I thought was fantastic.’(Sporting News)(3-2-2014)
UPDATE: ‘We are interested in extending our agreement with Camping World and we know the company is as well. While we don’t have a signed agreement yet, we are very pleased with the direction in which our discussions are headed. We love our partnership with Camping World and as soon as we have news to share, we will let you know.’(NASCAR)(3-2-2014)
UPDATE 2: Camping World has extended its title sponsorship of NASCAR’s truck series through 2022. The recreational vehicle retailer, which became title sponsor of the series in 2009, signed a seven-year extension that will begin in 2016. The deal is valued at more than $5 million a year in rights fees and media commitments. Camping World CEO Marcus Lemonis, who stars in the CNBC show ‘The Profit,’ credited the Camping World Truck Series sponsorship with helping his company increase its revenue from $1.5 billion annually in 2009 to $3 billion annually today. He also said it helped in adding 27 new retail locations and reducing the age of Camping World customers from a 47- to 65-year-old demographic to a 35- to 65-year-old demographic.
In addition to renewing Camping World’s title sponsorship of the truck series, Lemonis managed to extend NASCAR sponsorships to several of his other businesses. Camping World will be able to market its Good Sam Roadside Assistance towing service as the official roadside assistance of NASCAR. CarCash.com, which buys and sells used cars, will become the official auto buying service of NASCAR, and AutoMatch USA, which sells used cars, will be the official pre-owned automobile retailer of NASCAR.
Camping World didn’t work with an agency on the extension and doesn’t use an agency to activate its sponsorship assets. Lemonis said that he prefers to have his marketing team oversee promotional efforts. He said that group will have to help Camping World’s NASCAR-related promotions evolve over the next seven years to keep it engaging for fans.
A year ago, Lemonis expressed concern that truck ratings might suffer after Fox recast its motorsports network Speed as the all-sports network Fox Sports 1. But he said he’s been pleased with the ratings on the network, which was part of the reason he extended the deal. On Speed, the Camping World Truck Series averaged 681,000 viewers per race in 2012. The same races on Fox Sports 1 last year averaged 736,000 viewers per race, an 8 percent increase.(Sports Business Journal)(5-5-2014)
UPDATE 3: NASCAR announced today it has reached a seven-year agreement with Camping World to remain the entitlement sponsor of the NASCAR Camping World Truck Series through 2022. The new deal ensures that Camping World will own exclusive rights as title sponsor for a total of 14-consecutive years, equaling the longest entitlement sponsorship in the history of the national series, which is celebrating its 20th season. The renewed partnership aligns two brands in the midst of significant growth. Since originally becoming series entitlement sponsor in 2009, Camping World has expanded its number of stores by 35 percent, resulting in the company eclipsing $3 billion in annual revenue.
‘The NASCAR Camping World Truck Series has one of the most consistent and durable audiences in all of sports, averaging approximately 800,000 or more television viewers per event over the past six years,’ said Steve Phelps, NASCAR chief marketing officer. ‘Camping World’s seven-year continued commitment to our sport demonstrates its confidence in our on-track product and strength of our brand loyal fan base.’
The NASCAR Camping World Truck Series features some of the toughest and most competitive racing in the sport. The series has helped catapult the careers of many of the sport’s most popular and successful drivers, such as Greg Biffle, Kyle Busch, Carl Edwards, Kevin Harvick and Brad Keselowski. Currently, the series houses a young crop of stars that are talented, dynamic and diverse including Ben Kennedy, German Quiroga Jr. and Darrell Wallace Jr.
‘Camping World and NASCAR are mutually invested in the growth of a national series that is celebrated for its exciting brand of racing and the most loyal fan base in the country,’ said Camping World and Good Sam Enterprises Chairman and CEO Marcus Lemonis. ‘Six years ago we felt strongly that the sponsorship would dramatically increase our customer base and it’s delivered. We expect to see continued success in the coming years.’
NASCAR fans are outdoors enthusiasts who enjoy a variety of activities. According to Experian Consumer Research, NASCAR fans are 40 percent more likely than non-fans to go camping. When it comes to camping gear, NASCAR fans are at least 50 percent more likely than non-fans to have tents, lanterns, and other camping equipment.
The new deal provides Camping World exclusive rights to market its Good Sam Roadside Assistance program as the Official Roadside Assistance of NASCAR. With a network that includes 40,000 tow and service providers in North America, Good Sam Roadside Assistance has provided roadside services to more than two million stranded motorists in the past 30 years.
Additionally, the new agreement provides official NASCAR status to two growing automobile companies; CarCash as the Official Auto Buying Service of NASCAR, and AutoMatch USA, as the Official Pre-owned Automobile Retailer of NASCAR. CarCash, featured on Season 1 of CNBC’s The Profit, purchases used cars from individuals in return for immediate cash. AutoMatch USA, featured on Season 2 of CNBC’s The Profit, specializes in the sale of foreign and domestic pre-owned cars of all makes and models.(NASCAR)(5-5-2014)
