It's official: NASCAR bids farewell to popular souvenir trailers at tracks
NASCAR, NASCAR Team Properties and Fanatics on Wednesday announced a 10-year agreement for the sport's at-track merchandise business -- a change billed as one that will deliver fans an enhanced, experiential shopping environment. As part of the agreement, Fanatics has acquired certain exclusive rights from NASCAR and NTP that will make the company the primary retailer of NASCAR, team and driver merchandise at all 38 NASCAR Sprint Cup Series race weekends.
Fanatics, the market leader for officially licensed sports merchandise, powers the e-stores for hundreds of the top sports leagues, teams and schools, including a long history running NASCAR's e-commerce business. The NASCAR at-track deal expands Fanatics' growing in-venue partnerships.
The new trackside retail model, which will replace the traditional souvenir trailers so popular among fans for many years, will be phased in at NASCAR events over the course of 2015. It will evolve from using solely haulers for each specific team or driver to displaying all merchandise in a climate-controlled superstore retail environment supported by, in instances, smaller satellite retail touch points around the track. The new model will feature the following options for fans:
-- Ability to offer the largest at-track selection of NASCAR merchandise ever
-- Selection to include a major expansion of women's and kids' items
-- A more functional way to browse, shop and interact with merchandise
-- Separate stores within the footprint for teams, drivers, memorabilia and collectibles
-- Dedicated area for driver appearances
-- An interactive customization center where fans can create their own personal NASCAR gear
Fanatics Apparel, the company's manufacturing and customization division, will also produce merchandise to complement the product line that will be offered by authorized licensees.
"A merchandise center will provide a more personal, organized, comfortable and convenient shopping environment for our fans," said Steve Phelps, NASCAR executive vice president and chief marketing officer. "Partnering with an industry leader in Fanatics allows us to offer a comprehensive and seamless shopping experience for our fans -- whether it is in-venue, online or on mobile devices."
The new trackside retail model will utilize the latest innovations and initiatives in retail promotional design. According to a study conducted by Experian Marketing Services (Simmons National Consumer Survey, Fall Full Year 2013), NASCAR fans are at least 20 percent more likely than non-fans to notice various types of promotions while shopping, including: Video monitor displays, signs on merchandise racks or shelves, and advertising on the floor -- among others.
"Fanatics is extremely excited to partner with NASCAR and NASCAR Team Properties to greatly expand their at-track retail presence," said Ross Tannenbaum, president of Fanatics Authentic. "We have taken the time to listen to what the fans, teams, drivers and NASCAR were asking for and look forward to using our market-leading scale, technology and production capabilities to deliver an improved and entertaining shopping experience for years to come."
