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Monday, 21 November 2016 00:00

Tribal colours: Merchandise in Supercars


Merchandise has become big business for teams and manufacturers in the Virgin Australia Supercars Championship. It is an important revenue stream for teams, a key branding exercise for sponsors and a chance to display tribal passion for fans.

Prodrive Racing Australia gives V8X Supercar Magazine the lowdown on its merchandise strategies in issue #95.

Issue #95 is on sale now in stores with the digital edition available in the official V8X app (in the App Store and Google Play), online at DigitalEdition.V8XMagazine.com.au and in the Magzter app store.

CLICK HERE for more information on V8X Supercar Magazine issue #95.

For Prodrive Racing Australia, team merchandise and membership strategies are so important it recently brought the departments in-house rather than outsourcing to a contractor.

The Bathurst and championship-winning team is the leading Ford outfit, recently underwent a rebranding from Ford Performance Racing to Prodrive Racing Australia and has three title sponsors in the Bottle-O, Supercheap Auto and Monster Energy, so it has one of the biggest merchandise presences in Supercars.

"It's very important from the commercial side of things, as in the partner sponsor and partner group," says Prodrive Racing Australia co-owner Rod Nash.

"A big reason sponsors infuse money into the team is to market and leverage their brands. Putting stickers on race cars and doing general events with teams and drivers is one way of promoting a brand, but another part of it is when you're a reasonably 'out there' sort of a team.

"We move 100,000 items or so a year in the marketplace. It's good to get sponsor branding out there and that's a big part of why we do it and it gives us a good commerciality of retail sales; an important part of our budget as well."

CLICK HERE to purchase the print edition of issue #95 to read the full feature.