DAYTONA BEACH, FLA. - When Carl Edwards powered his 2013 NASCAR Sprint Cup Series Ford Fusion to Victory Lane on Sunday, Ford Motor Company took home its historic first win with the Gen-6 car. The auto manufacturer captured yet another honor when it was named recipient of the 2012 NASCAR Driving Business Award.
NASCAR presented Ford the award at a ceremony in Las Vegas during the NASCAR Fuel for Business (NFFB) Council. The annual award is bestowed upon the Official NASCAR Partner that demonstrates extraordinary leadership and results through its participation in the NFFB Council. With its win, Ford becomes the first two-time recipient of the Driving Business Award.
The NFFB Council brings together an exclusive group of more than 55 Official NASCAR Partners to get more out of their sponsorships, specifically aligning partners four times a year to buy and sell products and services. This environment offers the unique opportunity for many Fortune 500 companies to bypass the time and layers of corporate coordination that may exist and construct customized deals to help address specific business needs.
Ford Motor Company, which has been competing in NASCAR since 1949, has been a proud member of the NFFB Council since 2007. The company brings key personnel from across its organization and matches them up with their counterparts at other NFFB companies during the Council’s signature Speed Meetings. Most notable is Ford’s effort to sell vehicles to other NFFB members through its Partner Recognition Program.
As a result of Ford’s participation in the Council in 2012, Ford forged a number of business-to-business alliances with Official NASCAR Partners, resulting in highly visible partnerships and a number of programs that were successful in “Driving Business.” Through an advanced customer database, the company directly attributes vehicle sales and lead generation to NASCAR Official Partner assets. According to Ford’s data:
• In 2012, Ford sold more than 5,500 vehicles to NASCAR Official Partners through its “Partner Recognition Program,” with one of its largest vehicle sales deals being worth more than $5 million
• More than two-thirds of Council members participated in Ford’s “Partner Recognition Program”
• Co-marketing promotions have been run with 12 Council members including; 3M and Sprint
“Winning the ‘Driving Business Award’ for the second time in the past three years is a direct reflection of Tim Duerr, our motorsports marketing manager’s dedication to the NASCAR Fuel for Business Council and the value it provides to our brand,” said Jamie Allison, director, Ford Racing. “As a proud member of the Council, we are continuously developing new strategies to drive business and this platform has proven to be a particularly effective tool in generating positive return on investment.”
“Ford continues to be among the top blue chip brands that are building business within the NASCAR Fuel For Business Council,” said Norris Scott, vice president of partnership marketing for NASCAR. “A model B-to-B partner in NASCAR, Ford continues to be a leader in developing strategic ways to generate business from its sponsorship.”
Since the NFFB’s 2004 inception, the Council has facilitated hundreds of millions of dollars in annual revenue and savings to its participating members.