FIRE IT UP!

With its unfolding drama, spectacle and multiple layers of mixed elements including, heroism, technology, human interest, and glamour into an exciting package, the intrigue of the sport attracts different people to different aspects of the motor racing world. Some are entranced by its technology, other are more focused on the human stories of the drivers and their competitive edge, rivalries and personalities, by celebrity backed races, beautiful locations, etc…

The Excitables

A group that has a younger age profile, is attracted to a range of different sports, is a regular attendee of sporting events and is keen on purchasing merchandise. They are 31-35 living in and around cities like Los Angeles, Austin, and Boston. This group is most likely to be interested in streaming services, peer-to-peer services, Uber and Airbnb, and travel abroad.

The Purists

This group is very engaged but they would be more into the technicalities of the sport. Curiously, they may actually be less likely to go to a race, feeling that watching the event on television delivers a more immersive experience for their area of interest.

The Sociables

Who again are younger, more digitally active, and likely to become more interested when the sport generates a significant talking point so they can create postings online. Frequent buyers of pizza and sodas.

The Habituals

This demographic is 41-45 on race day they would be driving to the races in a Ford or Dodge. They are much more likely to be interested in certain outdoor activities like camping and hiking and other sports.

The Safers

This Group is likely to be a little older and more affluent more shopping for family event tickets with an interest in amusement parks. They take precautions safeguarding their homes and pets and own life insurance.

In Summary

This can be summed up with a generalizing analogy: NASCAR has fans that drink beer and shave car numbers into the back their heads, and Formula 1 has fans that sip champagne and indulge in haute couture. With this in mind, the NMRL has put itself right in the middle. The NMRL will be the preferred motor racing sport for the Facebook, Instagram, Youtube and Twitter generation.

The NMRL’s target market is complex and diverse because it includes people of all ages, races, genders, and socio-economic backgrounds and because of the potent mix of the NMRL elements we are able to capture the human emotion and drama surrounding the event to add to the dynamic of an already compelling sporting event.