Declining attendance at NASCAR races during the economic downturn had created intense discussion in the motorsports industry and in the media about the future relevance of the sport to fans and sponsors. To identify key issues and underlying societal trends impacting fan and sponsor support, as well as develop approaches for addressing these issues, NASCAR commissioned Taylor to conduct an in depth strategic assessment of the industry.
Partnering with NASCAR’s executive team, Taylor oversaw a landmark 15-month engagement,which will help fundamentally transform the sanctioning body’s corporate communications and fan engagement strategies.
“At a critical moment in the history of the sport, NASCAR turned to Taylor to spearhead its transformation for the 21st Century,” said Steve Phelps, Senior Vice President and Chief Marketing Officer, NASCAR. “Taylor’s unique capabilities in areas like strategic planning and digital consumer engagement helped NASCAR frame a vision for its future in a way that only a Bain or McKinsey could have matched, but Taylor’s sophisticated understanding of the motorsports landscape set them apart.”