What makes a partnership last for over 30 years in the fast-paced world of NASCAR? From supporting the renowned spring race to planning community activities and fan giveaways, the regional supermarket chain has been an integral part of East Tennessee’s race weekend since 1992. Beyond conventional marketing, Food City has a long-standing relationship with Bristol Motor Speedway, which is currently the second-longest title sponsorship in NASCAR history.
It all started with a handful of fans turning up at the car show at the Kingsport, Tennessee, Food City location to see Junior Johnson and Terry Labonte in 1987. And ever since then, the grocery retailer has been one of the key partners for NASCAR hosting Cup races at the Thunder Valley. But how does Food City continue to grow and prosper at a time when sponsorship dynamics are changing constantly? After all, we saw the likes of GEICO, FedEx, M&M’s, and Hooters cutting their ties with the sport recently.
Kevin Stafford, Vice President at KVAT Foods Inc., chatted with EssentiallySports in an exclusive interview, sharing the secret formula behind the 33-year partnership with Bristol Motor Speedway and NASCAR.
A Partnership Built on More Than Just Marketing
Kevin Stafford’s thoughts on Food City’s 33-year relationship with NASCAR are not supported by ROI charts or spreadsheets. They are supported by loyalty, which is difficult to quantify yet unavoidable. “I don’t think we’ve ever spent a penny, and that’s a bad penny on that sponsorship,” Stafford told Vishal of EssentiallySports in a revealing interview. Such a response from a corporate VP of marketing is unusual. Nevertheless, Food City’s decades-long involvement in Bristol Motor Speedway is anything but ordinary.
Stafford and his staff appear to be more concerned with something intangible, creating a relationship with race fans that goes beyond aisles and checkouts, than most marketers, who aim for quarterly returns. Stafford discussed the factors that contribute to the Food City-Bristol partnership’s longevity. These factors include the passionately devoted fans who keep on turning up to the events and fan engagement drives through the brand.
When asked the million-dollar question, “Overall, how do you evaluate these types of sponsorships, from your standpoint?” Stafford replied, “I can’t put a finger on it. But I can tell you this. When race fans come in town, they are loyal to the sponsors… they shop with us, and they continue to do that. You’re gonna pick this thing all the time. It’s one of the things that has been crazy about Bristol.”
Food City looks beyond the business prospect through their sponsorship with NASCAR. For this reason, Food City doesn’t simply put their name on a race; instead, they interact with fans, are active on-site, and stay visible throughout the year. Being the second-longest race entitlement in NASCAR history, after the Coca-Cola 600 at Charlotte Motor Speedway, Food City has sponsored the Bristol Motor Speedway since 1992. Due to their long-standing collaboration, the race has changed its name several times to commemorate notable people and occasions, like the 2011 “Jeff Byrd 500 presented by Food City” and the 2015 “Food City 500 In Support Of Steve Byrnes And Stand Up To Cancer.”
Sep 15, 2023; Bristol, Tennessee, USA; NASCAR fans watch from the pits during practice for the Bass Pro Shops Night Race at Bristol Motor Speedway. Mandatory Credit: Randy Sartin-USA TODAY Sports
The grocery chain went back to its roots and partnered with drivers to visit their shops and sign autographs. And this, in turn, sees regular shoppers and race fans create more value for them. “You see Ross here, people wrap all the way around the aisles waiting to get an autograph from him. It’s so cool to see our shoppers and the race fans come together, and they want autographs… It’s just amazing how you bring all those things together inside the store, and that’s what we want to do, right? People coming to the track, we want them to come shop, and that’s how you help pay for those things.” Stafford explained. And that right there is the secret formula for their continued support of NASCAR and the historic race at Bristol.
Food City has positioned itself as a vital partner that NASCAR can rely on. Although shake-ups and new sponsorship models are taking over the sport, it’s fair to say that Food City is in for the long run, and they are expected to stay ahead of the curve thanks to their fans first approach.
The post “Don’t Think We’ve Spent… a Bad Penny”- Food City VP Breaks Down the Financial Impact Behind Bristol Sponsorship appeared first on EssentiallySports.
