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Over the last five years, NASCAR has seen a steady slide in fan attention and sponsorship engagement. In an effort to woo fans and sponsors back to the sport, NASCAR has implemented a number of initiatives and programs to make the most of sponsorship dollars and to encourage a more coordinated social media plan, a key part of which is the association's new Fan and Media Engagement Center. This article discusses the center’s custom technology, specifically its ability to collect and analyze data across social and traditional media in real time, and its potential impact on fan engagement.
This article was first published in the February 12, 2013 edition of the Chicago Daily Law Bulletin.
Douglas N. Masters is a partner in Loeb & Loeb LLP's Chicago office, where he litigates and counsels clients primarily in the areas of intellectual property, advertising and unfair competition. He is deputy chair of the firm's Advanced Media and Technology Department and co-chair of the firm's Intellectual Property Protection Group.
Seth A. Rose is an associate in the firm's Chicago office, where he counsels clients on programs and initiatives in the fields of advertising, marketing, promotions, media, sponsorships, entertainment, branded and integrated marketing, and social media.