UNC Charlotte and UNC Chapel Hill are among the schools NASCAR has targeted this fall with its College Brand Ambassador Program, which will utilize student ambassadors to host events including viewing parties and trips to loca tracks to watch NASCAR events.
NASCAR U CREW, with the assistance of two brand ambassadors per school, will help integrate NASCAR into the college lifestyle of 12 colleges and universities in the 10 Chase for the Sprint Cup markets.
“NASCAR, and the social component of watching and attending races, lends itself very nicely to the college lifestyle,” said NASCAR Senior Vice President and Chief Marketing Officer Steve Phelps.
Besides the two North Carolina schools, the pilot program will also debut at the University of Illinois, Urbana-Champaign; University of New Hampshire; University of Delaware; University of Kansas; Auburn University; Virginia Tech; University of North Texas; Arizona State University; Florida International University; and the University of Miami (Fla.).
Responsible for establishing and executing at least 10 unique NASCAR events and integrating the sport into existing campus events, each school’s ambassadors will also be charged with working closely with their respective track to create and promote a college ticket package as well as a designated hospitality/tailgate area for local students.
“NASCAR is a fast-paced, high intensity, adrenalin rush, and that is exactly why it is already so popular with 18-34 year olds. It’s a sport for the young and adventurous, and we just have to open more college students’ eyes to it," said Madison Phillips, a NASCAR ambassador at UNC Chapel Hill.