The program, branded “Race Time” is designed to give Walmart customers and race fans not just new NASCAR branded merchandise but also special savings on race tickets available for select races on see.walmart.com/NASCAR. The deal represents a convergence of merchandise and sponsor product in more than 1,500 Walmart stores, reaching the length and breadth of the country.
This partnership represents the first time Walmart has entered into a direct source relationship of this depth with a major sporting league. Walmart serves customers more than 200 million times a week at 8,800 retail outlets in 15 different countries. In fiscal year 2010, Walmart had sales of $405 billion and moving forward this new NASCAR program “Race Time” will only help add to that bottom line.
“We know our customers are NASCAR fans, and we continue to look for ways to provide unforgettable family experiences as well as greater value in every aspect of their lives,” said Stephen Quinn, Chief Marketing Officer, Walmart U.S. “We’re very pleased to introduce this program to our customers and help them save money while fully experiencing the excitement of NASCAR.”
Participating Walmart stores will offer exciting merchandise such as T-shirts, racing flags, and tailgating food and beverages with even more selection of merchandise on see.walmart.com/NASCAR. In addition, Walmart customers and NASCAR fans can save money by purchasing a discount ticket package, one that’s available exclusively on the dedicated area of the site. These special deals include four race tickets, four hot dogs, four beverages and one race program for just $99, a savings of approximately $100.*
Paul Brooks, Senior Vice President of NASCAR is just one of many executives excited about how these types of deals can develop ways for fans to add NASCAR into their budget while saving money. “This program will allow us to get even deeper into product development over the coming years,” he explained. “With Walmart helping us deliver exciting new products at affordable prices to our fans.”
Walmart will also create specialized NASCAR fan events at several stores in every race market throughout the 36-race, 10-month season featuring real stock car race displays, special appearances by professional drivers and racing simulator machines enabling fans to get safely behind the wheel of a 3,400 lb stock car and to feel the sheer power and adrenaline rush that is just part and parcel of the country’s most popular form of motorsports.
The partnership came together under the aegis of the NASCAR Team Properties group, which was founded in July of 2010. This new entity, which represents a large majority of the sports’ most popular drivers and teams, continues to bring on world class companies to handle licensing categories and retail programs. The formation of this group allows for new and aggressive partnerships that would not have been possible without the consolidation of rights by teams and the sanctioning body. The massive Walmart deal is just one example of the sort of agreement this new group is looking to forge.
The NASCAR Team Properties, which is open to any NASCAR national series race team that chooses to participate, explores merchandising opportunities in four key categories – apparel, collectible die-cast, toys and trackside retail. Team Properties currently consists of 11 teams, as well as NASCAR and represents more than 30 top drivers.
As the partnership continues to grow across the 2011 season and beyond, more and more merchandise and sponsor products will be added to the line creating one of the most comprehensive “one-stop shop” style locations for NASCAR fans anywhere and with special extremely competitive ticket packages also on sale as well, there will be something for every fan in the new “Race Time” program.