BRINGING TOGETHER COMMUNITY AND DIVERSITY

IN THE RACING WORLD

INTRODUCING REV RACING






Overview

In an effort to push diversity within their sport, NASCAR developed the Drive for Diversity (D4D) Program and Rev Racing Team. Providing a one-of-a-kind opportunity for NASCAR’s under-served audiences, the program and team recruit female and minority racers, and pit crew members, from all over North America. Through D4D, selected drivers and team members have the chance to participate in Rev Racing, a professional team competing in the Whelen All-American and Sprint Cup Series. Last season, Rev Racing oversaw six driver teams.



Summary

In 2010, when joining as a partner, Matchbook Creative revamped the D4D and Rev Racing brands to create a professional, yet edgy, image to attract potential drivers and pit crew members, as well as intrigue potential sponsors. Rev Racing soon realized the potential that comes with a strong brand, and aimed to further utilize a strategic marketing approach with a continued partnership with Matchbook.

> Old Brand


SOLUTION

Our brand involvement has grown largely since 2010. We now ensure each selected athlete has the proper collateral to market themselves and the NASCAR initiative; while continuing to manage the brand for Rev Racing and Drive for Diversity, providing collateral for Rev Racing, Drive for Diversity, NASCAR and all Rev Racing athletes. This includes design, social media and public relations support, website design and development, and reputation management.

In addition to building and maintaining the brand, Matchbook now manages all new and current sponsor and partner projects for Rev Racing. This entails continuing to find sponsors for the program and team as well as discovering new avenues for existing partners. Working closely with the six drivers this past season, Matchbook was present at almost all events and races, providing both pre, post and at-event media support. We provide media training to drivers, set up coverage in cities with races, and organize at-event interviews for the team and its drivers.