NASCAR has a marketing problem.
More specifically, NASCAR and its sponsors have a problem marketing their drivers.
February 19th, the day of the Daytona 500, I just remember seeing it. One Commercials featuring drivers speaking the words were aired throughout the FOX broadcast.
It was a hilarious Chili's ad in which Corey Lajoie modified his No. 7 Spire Chevrolet to run on margaritas.
“This is Chilean science!” Lajoie declared, pouring fuel into his car and smearing margarita salt on his face. This is an obvious euphemism for…well…don't worry about it.
It was broadcast at least twice during the race.
I haven't seen it on TV since. However, Chili's continues to sponsor Rajoy's in-car camera at each race.
Then there was the Consumer Cellular campaign with Brad Keselowski and “Half Car.”
It's certainly a great social media asset, but as far as I know, it's never been shown on TV in my area. If you have seen it on TV, please let me know in the comments section.
Both ads featured great performances from Rajoy and Keselowski, harkening back to the halcyon days of the 2000s when drivers appeared in commercials for sponsored products at every corner and during commercial breaks.
Then, in 2008, the recession hit and businesses started using targeted social media advertising.
Ally Financial and Bass Pro Shops are willing to spend money on advertising during races as long as Dale Earnhardt Jr. is the narrator.
Alex Bowman, Martin Truex Jr. and Austin Dillon are nowhere to be seen.
Bowman technically was there a year or two ago, but there were some blink-and-you-miss-it aspects of him. This is a shame because Bowman is the funniest driver in the Cup Series and needs to utilize his silly sense of humor.
Truex appeared in a Toyota Racing “Corner Office” ad last year, but said the ad never identified Truex or any other motorsports driver as being included.
The last time I remember NASCAR airing a commercial itself showcasing multiple drivers and their personalities was the NASCAR Fantasy ad.
It was cute.
But hasn't it been at least 4 years already?
*Please check your notes*
It was broadcast in 2018.
Since then, we've been subjected to a constant wave of overly dramatic “I'm NASCAR” ads, but this is the old Nationwide Series ad proclaiming that this is the series where “names are being made.” is only marginally more helpful than specifying the name of the driver…and it wasn't.
And in 2024, there will be even bigger questions regarding sports marketing.
Where the hell is Ryan Blaney?
A guy who looks like movie star Ryan Gosling (when he has a clean face and a beard).
A man who isn't afraid to lip-sync to Celine Dion in the name of entertainment.
Driver was ready, willing and able to star in the “Magnum PI” reboot, the “Taken” television series and a one-off season of Netflix’s “The Crew.” And as himself, he was able to appear in the glorious “NASCAR”. : Full Speed” documentary series.
NASCAR, you want to put Ryan Blaney on that wall, you need Ryan Blaney is on that wall!
And Blaney wants to take advantage of his momentum and ride it.
As long as I can fit it into his schedule.
“It's obviously a work-first balance,” Blaney said last weekend at Bristol Motor Speedway. “I've always said to people, 'Okay, great, these opportunities are great, but if they get in the way of my work, I'm not going to do it. That's the way it is.' Ta.”
Blaney added: “Other than that, if I have a few free days during the week, if it's something that's off-season, I'll do it.” Shows, red carpets, things like that. I have a lot of wonderful things planned for the future, so I'm sure you'll be looking forward to them, but I'm currently adjusting my schedule to the extent that it doesn't interfere with my work. ”
After all, NASCAR's newest defending champion wants to be a superstar in the sport. And he wants to be part of the same discussion as the man who defined what it means to be a superstar since Richard Petty.
“I want to be the Jeff Gordon of the '90s,” Blaney said. “He was everywhere, he was the Jeff Gordon of the '90s, right?
“It's just the notoriety that got him to where he is now. That's the goal. I think that's what everyone wants to be.”
It's been 23 years since Gordon, who just won his fourth NASCAR Cup Series title, became the first and only NASCAR driver to host “Saturday Night Live.”
If anyone could do that (and should have hosted it at the end of 2024), it's Blaney.
Gordon in the '90s was incredibly abnormal.
Did he have talent? yes.
Did he have a Hollywood look? Since 1993, definitely.
Did he have the personality to work on SNL?
Eh…
In 2024, Blaney has all the makings to be a superstar.
But he can't get there alone.
TDaniel McFaddin is in his 11th season covering NASCAR after six years with NBC Sports. This is his fourth year writing the column. front stretch. His column won third place in the 2021 Motorsports Writers Association of America Awards.
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