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Archive · The Kansas City Star· 2005 · Quoted as EVP, 1st Approach

NASCAR Goes Hollywood

A sports-business piece on how A-list celebrities and movie studios had started attaching themselves to NASCAR's brand-loyal audience; Jeff explained why Hollywood had suddenly woken up to the sport's demographics.

(Hollywood executives) saw the demographics and were shocked,

They’ve got an almost guaranteed audience that’s sitting there. An audience that will buy and is proven. Some brands spend $14 million a year sponsoring a car. They do that because they get their money back.

That was 2005. For what I think now, read The Attribution Brief →