Danica in her Indy days |
According to industry business insiders, women make up 35% of NASCAR's fan base, and those fans skew towards the older side. Thirty-five to fifty-five is the predominant female demographic. In other words 35% of NASCAR's fans are women who are raising the sport's next generation of fans. The images crafted by Danica and Milka make it hard for these maternal fans to enthusiastically endorse devotion to these drivers. I think there is an empty space in the market for a female driver that is targeted towards female fans.
Milka Duno |
Putting a fresh-faced girl in a stock car sponsored by a product purchased by women seems like a creative way to corner the market on 35% of fans. NASCAR is a sport. Most of the time, talent counts for more than image, but unlike other sports, sponsorship dollars and merchandise sales are extremely important aspects to being a successful racing team. Top line teams like Hendrick Motorsports, Joe Gibbs Racing and Team Penske do not need a gimmick to garner attention. However, if you are a team like Tommy Baldwin Racing, why not take a chance on a female driver who appeals to female fans? Why not replace slow-running Michael Annett with Michelle Annett and put Dove or Juicy Juice or something women buy on the hood? If you are going to finish 35th every week, why not at least be a unique 35th?
I am not a NASCAR talent scout, and I do not have a name of a qualified female to fill that role. But, it seems to me that giving female fans a female driver that is easy to root for is a potentially a creative and fun route to success.
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I am not a NASCAR talent scout, and I do not have a name of a qualified female to fill that role. But, it seems to me that giving female fans a female driver that is easy to root for is a potentially a creative and fun route to success. locket necklace chile , locket necklace germany ,
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