Company: NASCAR, Inc., Charlotte, NC
Company Description: The National Association for Stock Car Auto Racing, Inc. is a family owned and operated business venture that sanctions and governs multiple auto racing sports events. It was founded by Bill France, Sr. in 1947–48.
Nomination Category: Live Event Categories
Nomination Sub Category: Best Association Event or Meeting

Nomination Title: NASCAR Fuel for Business

The date on which this nominated production was first presented:

With a mission to provide sponsors more ROI, NASCAR took a unique approach in 2004 by creating the NASCAR Fuel for Business (NFFB) Council. Celebrating a decade-long anniversary this year, NFFB is an exclusive B2B asset for NASCAR Official Partners and Industry Members.

NFFB unites an exclusive group of 50+ Official Partners, of which 19 are Fortune 500 companies, who meet quarterly to share best practices and foster business partnerships.

Mark Yost of The Wall Street Journal describes NFFB as “one of the best assets in professional sports.” Forbes’ Alicia Jessop says, NFFB “provides sponsors B2B opportunities unlike that of any other sports entity.” The NFFB Council, according to Andrew Newman of The New York Times, is “underscoring its value more than ever.”

Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):

NFFB delivers substantial and measurable value to partners. Members identify B2B opportunities, buy/sell product and build marketing alliances. Members strengthen the community of partners, making NASCAR the sports industry leader in B2B partnerships.

NFFB manages a turn-key partner B2B asset which consists of quarterly council meetings, involving:
*Marketing, sales, procurement executives
*2-3 guest speakers as well as partners presenting B2B objectives/reciprocal benefits
*Speed meetings coordinated via a proprietary online software system

NASCAR Means Business: NFFB is successful due to member commitment and passion for driving business. NASCAR ensures member accountability for follow up and shared success.

NASCAR also fosters a reward component – the Driving Business Award (DBA) – which honors the member/company that demonstrates leadership, success and results annually.

Since 2004, NFFB has facilitated hundreds of millions of dollars in annual revenue and savings to members. Specifically, Ford has achieved substantial ROI via NFFB. Ford is the most recent and two-time winner of the DBA. Through its B2B efforts, Ford has experienced in 2013:
*Sales of more than 5,500 vehicles through its “Partner Recognition Program,” with one of its largest deals being worth more than $5M
*Over two-thirds of NFFB members participated in Ford’s “Partner Recognition Program”
*Co-marketing promotions with 12 partners including 3M & Sprint

Although corporate policy prohibits many partners from releasing data, NFFB fosters deals, co-marketing, etc. of all shapes and sizes. Below are some recent examples:
•5.11 Tactical/UPS – logistics services deal worth over $12M to UPS
•Coca-Cola ran 3 national sweepstakes with Chevrolet, Ford & Toyota
•3M/Sherwin Williams – program for shared in-store display space, at-track activation, co-marketing promotions
•MillerCoors/Sherwin Williams – discount offer to 7,500 Sherwin Williams distributors

Due to the power of this platform, NFFB has been highlighted on CNBC, Fox Business News, Forbes, Wall Street Journal, and USA Today among others.

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NASCAR, Inc.

JHE Production, Charlotte, NC