Maximising sponsorship return on investment in an omni-channel world

Norris Scott, NASCAR

Abstract: Many big brands use sports marketing as an important ingredient in their overall marketing mix. As today’s sports marketing landscape is constantly evolving, rights holders need to adapt to meet the new demands of clients. Conversely, big brands need to adapt to stay current with consumers and fans. This paper showcases NASCAR’s progressive approach to meeting these changes through relationship management that focuses on social and digital initiatives. Omni Channel strategies using data are a focal point for NASCAR in their effort to drive value to partners.


KEYWORDS: sports, sponsorship sales, analytics, omni-channel marketing, social media, digital, relationship management, mobile, fan engagement


Norris Scott is Vice President of Analytics & Insights for the National Association for Stock Car Auto Racing (NASCAR), leading the league’s Analytics & Insights team. As a valued resource for the NASCAR industry, the A&I team manages the measurement and analytics of data across broad and varied verticals including: social and digital media, broadcast, traditional consumer and category research, fan engagement, and sponsorship valuation. The A&I team cultivates insights and then provides strategic guidance across a range of different business channels. Specifically, cross-platform data analysis helps the entire NASCAR ecosystem glean more meaningful insights related to fan consumption patterns, social and digital engagement, sponsorship activation efficacy, and ROI best practices. NASCAR effectively uses data to drive, measure, and prove ROI for teams, tracks, official partners, and media partners. Prior to this role, Scott managed the NASCAR Partnership Marketing Department (including the relationships with the league’s most prominent sponsors for 11 years) and the NASCAR Commercial team (a cross-functional strategic group focusing on optimizing Official Partner sponsorships). Before joining NASCAR in 2005, Scott was Senior Director, Sports Management at ESPN/ABC Customer Marketing and Sales, where he developed and managed the integrated sponsorship sales of several marquee properties, including the National Football League, College Football and the Bowl Championship Series. He previously served in the Corporate Sponsorship group at the NFL, as well as managing ABC Sports’ marketing rights for the first-ever College Football BCS and sponsorship sales for ABC’s Triple Crown TV. He holds a BS in Corporate Communications from Ithaca College.


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