Matchbook Creative has been riding in the fast lane with Rev Racing for six plus years. Traveling the country and marketing NASCAR’s next group of up-and-coming diverse drivers has been a labor of love for Matchbook president and CMO Christy Gormal.
“For us, it’s the ability to apply what we do every day in an extremely exciting and competitive environment,” said Gormal. “More importantly, it is about being a part of something bigger. We are part of a movement that impacts an entire sport. We are thankful for these opportunities that give us a platform to support diversity, inclusion, competition and athleticism.”
Rev Racing is the competition arm of NASCAR’s Drive for Diversity Program and serves as the NASCAR-supported racing team charged with developing female and minority drivers and pit crew members for future competition at NASCAR’s highest levels. NASCAR shares Rev Racing’s belief that minority and female audiences are underserved in America’s second largest sport.
Matchbook is positioned as the team’s marketing department; handling all marketing facets and serving as its representative to the media, and the team’s partners and sponsors. During race season, Matchbook has the added thrill of marketing from pit lane, coordinating all driver appearances, manning social, positioning the brand on-track and providing operational support for the team.
Building upon a popular NASCAR brand is both fun and rewarding. In addition to growing Rev’s social following, Matchbook has watched as some of the program’s alumni have gone on to success in the NASCAR Cup Series. Bubba Wallace, Kyle Larson and Daniel Suarez all started with Rev Racing and found success at the top levels of NASCAR.
Matchbook creates impact by helping young drivers and pit crew members create brands and platforms to stand behind. Over the years, marketing and PR support from Matchbook have earned Rev Racing placements in USA Today, Bleacher Report, CNN and other modern and newer diversity publications such as Ashton Kutcher’s A+. Recently, Rev Racing was featured in ESPNW, Huffington Post and ESPN’s The Undefeated.
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“What we aim for is media that is truly story-driven,” Gormal said. “We get to dig a little deeper and gain an understanding of the subject.”
Two of the more visible and important events off the track for Rev Racing are the driver and pit crew combines. The driver combine, held each October, brings together young drivers from all over the world to compete for a spot on the Rev team. A similar combine is held in May for aspiring pit crew members.
“On-site, it’s very similar to that of the NFL Draft Combine,” Gormal said. “We operate the run of show of the event and support the drivers’ marketing and media.”
Matchbook promotes, gathers and connects with diverse drivers all over the world in advance of the driver combine. Story profiles for each driver are built and Matchbook coordinates and grows the promotion of the drivers who come out of the combine and make it onto the team. The combine also attracts major media networks, in which Matchbook connects the drivers, such as ESPN, NBC Sports, Telemundo, and more.
In the pits, on the podium and everything between, Matchbook has helped Rev Racing not only thrive and grow, but help young people from underrepresented backgrounds in auto racing find opportunities.
Supporting diversity and education through the thrill of victory makes Matchbook and Rev Racing a winning partnership. If you’re in need of support for your initiatives, contact Matchbook Creative to ignite your business today!