Client Profile:
NASCAR driver Chase Austin became the youngest driver ever to sign with a NASCAR team at the early age of 14. Now 18, Austin has faced struggles in finding a home with a driving team and sponsorship support.

TBC Challenge:
Despite his major accomplishments Austin remains unknown to the general market. TBC was asked to devise a branding and PR strategy for the NASCAR driver that will increase his brand equity, ultimately improving his chances of securing sponsorships to race.

TBC Strategy:
To meet Austin’s goals, we developed a strategy to increase visibility among fans, consumers and corporations.  TBC first identified very specific markets  that would be responsive to Austin’s age and ethnicity.  We then connected with the respective media outlets to help us execute our strategies.  Additionally we partnered with minority organizations to increase Austin’s visibility to major corporations by leveraging relationships in Supplier Diversity.

Grass Roots Efforts & Sponsorships:
Without corporate sponsorship, Austin will not have the opportunity to continue his history-making trek in a traditionally non-minority sport. As we traveled the country telling Austin’s story, we found that individuals and small organizations wanted to help with his NASCAR voyage and offered both financial and moral support. TBC felt it was important to show appreciation for Chase’s newly devoted fans and developed the JOIN THE CHASE foundation. The foundation is dedicated to helping pioneers in non-traditional sports remove the financial hurdles that keep them from competing.

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