Impressions - Sports Fan Retailer - June 2015 - 32

AROUND THE LEAGUES

Bigger,
Better,
Faster

NASCAR's new trackside retail model is set to
change the brand's merchandising game.
By Michael J. Pallerino, Contributing Writer

D

uring a recent trip to a
NASCAR race at the Auto
Club Speedway in Fontana, Calif., Blake Davidson
couldn't help but be amazed by the scene
an hour after the event. It gets to him
every time, whenever and wherever NASCAR sets up shop at one of its 38 race
weekends each year.
There, on a sunny Southern California

March day, amid the post-race rush of
Brad Keselowski's thrilling victory over
Kevin Harvick and Kurt Busch, throngs
of fans continued to mill around the track
area. Nobody was leaving, and they were
still looking for things to do.
It's the kind of scene that makes Davidson, NASCAR'S vice president of licensing and consumer products, smile.
Defined by its intensely passionate and

Fanatics inked a 10-year agreement as the primary retailer of NASCAR and NTP merchandise at the NASCAR Sprint Cup Series race weekends. The Las Vegas NASCAR
store, which opened last year, also was operated by Fanatics. Image courtesy of Fanatics
32 June 2015

boisterous fan base, few sporting events
can match the jolt a NASCAR weekend can deliver. The scores of jacked-up
fans continue to add to the sport's aweinspiring experience.
And there's another thing, too: With
the milling around comes fans' desire to
take some of that NASCAR experience
home with them.
A HAULER OVERHAUL
You'd be hard pressed to find anyone at a
NASCAR event not sporting something
showcasing its brand. From head to toe,
the fans are garbed in their favorite drivers' gear, making them among the most
colorful and loyal fans in any sport. Their
"been there, done that, got the T-shirt
(and more)" approach to souvenir shopping is near the top of their NASCAR
weekend to-do lists.
To help give its fans an even bigger,
better and faster experience, NASCAR
took a long, hard look at its trackside retail setup. Somewhere amid the rows of
retail haulers that sport scores of licensed
products and accessories - T-shirts, pit
crew jerseys and caps, shot glasses and
koozies - there had to be a better way
to deliver product to its fans.
So, after nearly three decades of using
the hauler-based retail model, NASCAR
is rolling out a new way to sell its trackSportsFan Retailer



Impressions - Sports Fan Retailer - June 2015

Table of Contents for the Digital Edition of Impressions - Sports Fan Retailer - June 2015

Impressions - Sports Fan Retailer - June 2015
Contents
For the Record
From the Show Director
Starters
First & 5
MVPs
Fashion at the Forefront
When Inventory Gets Excessive
Apparel Takes Top Billing
Around the Leagues
Retailer Focus
On Deck
Impressions - Sports Fan Retailer - June 2015 - Impressions - Sports Fan Retailer - June 2015
Impressions - Sports Fan Retailer - June 2015 - Cover2
Impressions - Sports Fan Retailer - June 2015 - 1
Impressions - Sports Fan Retailer - June 2015 - Contents
Impressions - Sports Fan Retailer - June 2015 - 3
Impressions - Sports Fan Retailer - June 2015 - For the Record
Impressions - Sports Fan Retailer - June 2015 - 5
Impressions - Sports Fan Retailer - June 2015 - From the Show Director
Impressions - Sports Fan Retailer - June 2015 - 7
Impressions - Sports Fan Retailer - June 2015 - Starters
Impressions - Sports Fan Retailer - June 2015 - 9
Impressions - Sports Fan Retailer - June 2015 - 10
Impressions - Sports Fan Retailer - June 2015 - 11
Impressions - Sports Fan Retailer - June 2015 - 12
Impressions - Sports Fan Retailer - June 2015 - 13
Impressions - Sports Fan Retailer - June 2015 - 14
Impressions - Sports Fan Retailer - June 2015 - 15
Impressions - Sports Fan Retailer - June 2015 - First & 5
Impressions - Sports Fan Retailer - June 2015 - 17
Impressions - Sports Fan Retailer - June 2015 - MVPs
Impressions - Sports Fan Retailer - June 2015 - 19
Impressions - Sports Fan Retailer - June 2015 - Fashion at the Forefront
Impressions - Sports Fan Retailer - June 2015 - 21
Impressions - Sports Fan Retailer - June 2015 - 22
Impressions - Sports Fan Retailer - June 2015 - 23
Impressions - Sports Fan Retailer - June 2015 - When Inventory Gets Excessive
Impressions - Sports Fan Retailer - June 2015 - 25
Impressions - Sports Fan Retailer - June 2015 - 26
Impressions - Sports Fan Retailer - June 2015 - 27
Impressions - Sports Fan Retailer - June 2015 - Apparel Takes Top Billing
Impressions - Sports Fan Retailer - June 2015 - 29
Impressions - Sports Fan Retailer - June 2015 - 30
Impressions - Sports Fan Retailer - June 2015 - 31
Impressions - Sports Fan Retailer - June 2015 - S1
Impressions - Sports Fan Retailer - June 2015 - S2
Impressions - Sports Fan Retailer - June 2015 - S3
Impressions - Sports Fan Retailer - June 2015 - S4
Impressions - Sports Fan Retailer - June 2015 - S5
Impressions - Sports Fan Retailer - June 2015 - S6
Impressions - Sports Fan Retailer - June 2015 - S7
Impressions - Sports Fan Retailer - June 2015 - S8
Impressions - Sports Fan Retailer - June 2015 - S9
Impressions - Sports Fan Retailer - June 2015 - S10
Impressions - Sports Fan Retailer - June 2015 - S11
Impressions - Sports Fan Retailer - June 2015 - S12
Impressions - Sports Fan Retailer - June 2015 - S13
Impressions - Sports Fan Retailer - June 2015 - S14
Impressions - Sports Fan Retailer - June 2015 - S15
Impressions - Sports Fan Retailer - June 2015 - S16
Impressions - Sports Fan Retailer - June 2015 - S17
Impressions - Sports Fan Retailer - June 2015 - S18
Impressions - Sports Fan Retailer - June 2015 - S19
Impressions - Sports Fan Retailer - June 2015 - S20
Impressions - Sports Fan Retailer - June 2015 - S21
Impressions - Sports Fan Retailer - June 2015 - S22
Impressions - Sports Fan Retailer - June 2015 - Around the Leagues
Impressions - Sports Fan Retailer - June 2015 - 33
Impressions - Sports Fan Retailer - June 2015 - 34
Impressions - Sports Fan Retailer - June 2015 - 35
Impressions - Sports Fan Retailer - June 2015 - Retailer Focus
Impressions - Sports Fan Retailer - June 2015 - 37
Impressions - Sports Fan Retailer - June 2015 - 38
Impressions - Sports Fan Retailer - June 2015 - 39
Impressions - Sports Fan Retailer - June 2015 - On Deck
Impressions - Sports Fan Retailer - June 2015 - Cover3
Impressions - Sports Fan Retailer - June 2015 - Cover4
https://www.nxtbook.com/emerald/impressions/202404S
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https://www.nxtbook.com/nxtbooks/impressions/202103
https://www.nxtbook.com/nxtbooks/impressions/20210102
https://www.nxtbook.com/nxtbooks/impressions/202012
https://www.nxtbook.com/nxtbooks/impressions/dd_fall2020
https://www.nxtbook.com/nxtbooks/nxtbook_bhtest/impwessons
https://www.nxtbook.com/nxtbooks/impressions/20201011
https://www.nxtbook.com/nxtbooks/impressions/202009
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2020fall
https://www.nxtbook.com/nxtbooks/impressions/202008
https://www.nxtbook.com/nxtbooks/impressions/20200607
https://www.nxtbook.com/nxtbooks/impressions/202005
https://www.nxtbook.com/nxtbooks/impressions/dd_2020
https://www.nxtbook.com/nxtbooks/impressions/202004
https://www.nxtbook.com/nxtbooks/impressions/202003
https://www.nxtbook.com/nxtbooks/impressions/202002
https://www.nxtbook.com/nxtbooks/impressions/202001
https://www.nxtbook.com/nxtbooks/impressions/201912
https://www.nxtbook.com/nxtbooks/impressions/dd_2019
https://www.nxtbook.com/nxtbooks/impressions/201910
https://www.nxtbook.com/nxtbooks/impressions/201909
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019fall
https://www.nxtbook.com/nxtbooks/impressions/201908
https://www.nxtbook.com/nxtbooks/impressions/20190607
https://www.nxtbook.com/nxtbooks/impressions/201905
https://www.nxtbook.com/nxtbooks/impressions/201904
https://www.nxtbook.com/nxtbooks/impressions/201903
https://www.nxtbook.com/nxtbooks/impressions/teamactive_2019spring
https://www.nxtbook.com/nxtbooks/impressions/201902
https://www.nxtbook.com/nxtbooks/impressions/201901
https://www.nxtbook.com/nxtbooks/impressions/201812
https://www.nxtbook.com/nxtbooks/impressions/dd_2018
https://www.nxtbook.com/nxtbooks/impressions/201810
https://www.nxtbook.com/nxtbooks/impressions/201809
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018fall
https://www.nxtbook.com/nxtbooks/impressions/201808
https://www.nxtbook.com/nxtbooks/impressions/201806
https://www.nxtbook.com/nxtbooks/impressions/201805
https://www.nxtbook.com/nxtbooks/impressions/201804
https://www.nxtbook.com/nxtbooks/impressions/201803
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2018spring
https://www.nxtbook.com/nxtbooks/impressions/201802
https://www.nxtbook.com/nxtbooks/impressions/201801
https://www.nxtbook.com/nxtbooks/impressions/201712
https://www.nxtbook.com/nxtbooks/impressions/201710
https://www.nxtbook.com/nxtbooks/impressions/201709
https://www.nxtbook.com/nxtbooks/impressions/201708
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017fall
https://www.nxtbook.com/nxtbooks/impressions/20170607
https://www.nxtbook.com/nxtbooks/impressions/201705
https://www.nxtbook.com/nxtbooks/impressions/201704
https://www.nxtbook.com/nxtbooks/impressions/201703
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2017spring
https://www.nxtbook.com/nxtbooks/impressions/201702
https://www.nxtbook.com/nxtbooks/impressions/201701
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer
https://www.nxtbook.com/nxtbooks/impressions/201612
https://www.nxtbook.com/nxtbooks/impressions/201610
https://www.nxtbook.com/nxtbooks/impressions/201609
https://www.nxtbook.com/nxtbooks/impressions/201608
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016fall
https://www.nxtbook.com/nxtbooks/impressions/20160607
https://www.nxtbook.com/nxtbooks/impressions/201605
https://www.nxtbook.com/nxtbooks/impressions/201604
https://www.nxtbook.com/nxtbooks/impressions/201603
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2016spring
https://www.nxtbook.com/nxtbooks/impressions/201602
https://www.nxtbook.com/nxtbooks/impressions/201601
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201512
https://www.nxtbook.com/nxtbooks/impressions/201512
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015fall
https://www.nxtbook.com/nxtbooks/impressions/201510
https://www.nxtbook.com/nxtbooks/impressions/201509
https://www.nxtbook.com/nxtbooks/impressions/201508
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015fall
https://www.nxtbook.com/nxtbooks/impressions/20150607
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2015summer
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201506
https://www.nxtbook.com/nxtbooks/impressions/201504
https://www.nxtbook.com/nxtbooks/impressions/201503
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2015spring
https://www.nxtbook.com/nxtbooks/impressions/201502
https://www.nxtbook.com/nxtbooks/impressions/201501
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_201412
https://www.nxtbook.com/nxtbooks/impressions/201412
https://www.nxtbook.com/nxtbooks/impressions/201410
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014fall
https://www.nxtbook.com/nxtbooks/impressions/201409
https://www.nxtbook.com/nxtbooks/impressions/201408
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014fall
https://www.nxtbook.com/nxtbooks/impressions/digitaldecorator_2014summer
https://www.nxtbook.com/nxtbooks/impressions/20140607
https://www.nxtbook.com/nxtbooks/impressions/sportsfanretailer_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201404
https://www.nxtbook.com/nxtbooks/impressions/201403
https://www.nxtbook.com/nxtbooks/impressions/teamspirit_2014spring
https://www.nxtbook.com/nxtbooks/impressions/201402
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201401
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sportsfanretailer_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201312
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20131011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201309
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201308
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013fall
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_201304
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2013spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201302
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201301
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201212
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20121011
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120809
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20120607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201204
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201203
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2012spring
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201202
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201201
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20111011
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20110607
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201104
https://www.nxtbook.com/nxtbooks/nielsen/impressions_201103
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2011spring
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook2010
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_20100910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2010fall
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https://www.nxtbook.com/nxtbooks/nielsen/impressions_eco_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_teamspirit_2009fall
https://www.nxtbook.com/nxtbooks/nielsen/impressions_200910
https://www.nxtbook.com/nxtbooks/nielsen/impressions_20091112
https://www.nxtbook.com/nxtbooks/nielsen/impressions_sourcebook_200906
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