NASCAR driver Chase Austin became the youngest driver ever to sign with a NASCAR team at the early age of 14. Now 18, Austin has faced struggles in finding a home with a driving team and sponsorship support.
Despite his major accomplishments Austin remained unknown to the general market. I was asked to devise a branding and PR strategy for the NASCAR driver that would increase his brand equity, ultimately improving his chances of securing sponsorships to race.
To meet Austin’s goals, I developed a strategy to increase visibility among fans, consumers and corporations. I first identified very specific markets that would be responsive to Austin’s age and ethnicity. Then connected with the respective media outlets to help us execute our strategies. Additionally I partnered with minority organizations to increase Austin’s visibility to major corporations by leveraging my professional relationships in Supplier Diversity.
Grass Roots Efforts & Sponsorships:
Without corporate sponsorship, Austin will not have the opportunity to continue his history-making trek in a traditionally non-minority sport. As my team and I traveled the country telling Austin’s story, we found that individuals and small organizations wanted to help with his NASCAR voyage and offered both financial and moral support. I felt it was important to show appreciation for Chase’s newly devoted fans and developed the JOIN THE CHASE foundation. The foundation is dedicated to helping pioneers in non-traditional sports remove the financial hurdles that keep them from competing.