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Military branches wrestle with cost-effectiveness of NASCAR sponsorships

The Washington Post

“We can draw conclusions about the number of leads that are produced by one of the races, but the conversion rate to an enlistment is a lot more complicated than just showing up at a race,” said John Myers, director of marketing for the U.S. Army Marketing and Research Group. “It is a journey — an information journey and a decision journey that the parents and the prospects engage in, starting with the first opportunity to learn about the Army. If anybody said, ‘We can prove that we had X-number of contracts that came from our sponsorship,’ it might be a little bit of a...

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Marines ending sponsorship of NASCAR Busch Series car
Stars and Stripes

“The Corps’ $3.5 million contract with the Rensi Motorsports team and Busch Series driver Ashton Lewis will end after this season’s last race in November, said Master Sgt. James Edwards, a spokesman for the recruiting command. He said the decision was a financial one, but also was made because the Corps has no way of knowing how the Marines’ NASCAR endorsement was affecting recruiting. “We don’t have a tracking mechanism to track how many people contracted because of seeing that advertisement on the hood of the car,” he said.

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Army finds NASCAR racing less attractive option for recruiting youth
NBC News

The Army has been in NASCAR for 10 seasons. In addition to the highly visible Army race car, the marketing with the racing league included interactive kiosks at the track, engagement areas where recruiters could talk to prospects and educational programs in high schools.

John Myers, the Army’s civilian director of marketing, told msnbc.com that the move had nothing to do with politics, but more to do with declining budgets and a changing audience of NASCAR. NASCAR fans are trending older than the 18-34 demographic that the Army targets for its recruitment efforts, he said.

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Air Force splits with Army, renews NASCAR race sponsorship
The Hill

The Army has been in NASCAR for 10 seasons. In addition to the highly visible Army race car, the marketing with the racing league included interactive kiosks at the track, engagement areas where recruiters could talk to prospects and educational programs in high schools.

John Myers, the Army’s civilian director of marketing, told msnbc.com that the move had nothing to do with politics, but more to do with declining budgets and a changing audience of NASCAR. NASCAR fans are trending older than the 18-34 demographic that the Army targets for its recruitment efforts, he said.

“There is a dialogue about the value of these things,” he told msnbc.com. “I would hope that Congress would be mindful of the Army’s interest in being an attractive option for America’s youth. One of things we have to do is put our case before America’s youth in various way and one of the ways is sports. Sports are where the kids are who are likely qualify to the Army.”

Arrow
U.S. Open Sponsors Will Serve On-Site Digital Activations to Tennis Fans
By Lauren Johnson | Adweek

When the hordes of spectators descend on the Billie Jean King National Tennis Center in Queens, N.Y., this week for the U.S. Open, brands will pull out all the stops to lure them into their booths. From robots that zoom around to challenges that test fans’ ability to break tennis- themed world records, marketers will serve up on-site digital activations with an extra spin.

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