Ty Dillon has an impressive lineage, a famous number on his car and drives for a popular team. However, little was known about him outside the sport and who he was outside of his firesuit. NASCAR identified him as a rising star who needed to expand his reach beyond racing.
CHARGE, formerly U/S Sports Advisors, was brought in to develop his brand and help him express it in new ways, increasing his reach and appealing to new fans. CHARGE created a BrandMe personal brand profile for Dillon, establishing an authentic and unique way for this athlete to communicate who he is and what he stands for. To differentiate him from other athletes, CHARGE built a custom Game Time Strategy, giving Dillon the platform to reach new opportunities in media and on social.
Since entering the athlete branding program, Dillon has been featured in local and national outlets such as Sports Illustrated, AOL, SiriusXM Fantasy Sports Radio and SB Nation. CHARGE’s Game Time Strategy has increased his social following, reach and engagement significantly, and NASCAR and his team have leveraged his brand to bring him new fans and corporate partners.
Year-over-year, Dillon’s MVP Index score jumped from .599 to .629, with his reach numbers rising from 5.59 to 6.90 and conversation ratings increasing from 7.69 to 9.29. These gains catapulted him to become the highest scoring driver in his series after previously ranking just barely in the top 10.
DRIVER DEVELOPMENT SEMINAR
Since 2010, NASCAR has invested in its young, up-and-coming athletes by hosting an annual driver development seminar. Ahead of its most recent edition, NASCAR wanted to refresh its seminar to make it more engaging and fruitful for the athlete participants.
Working alongside the NASCAR team, CHARGE, formerly U/S Sports Advisors, assisted with the development and management of the overall event program focusing on what young athletes need to know off the track in order to be successful. CHARGE assisted in the recruitment and negotiating of field specific expert speakers for presentations. NASCAR also utlizied CHARGE staff members as industry experts speaking on personal brand development and cultivating sponsorships.
Through engaging content and expert speakers, the seminar was deemed a success by all involved. The event scored a 4.65 out of 5 from participant exit surveys, the highest rating in the driver development seminar’s seven-year history.
“CHARGE’s involvement with the 2016 Driver Development Seminar added tremendous value to the event in terms of overall preparation and program content. Their insight and guidance from start to finish helped elevate the event to new heights. In fact, drivers that had attended previous seminars said multiple times this was the best one yet. The bar has been raised due to our partnership with CHARGE.” – Patrick Rogers, Sr. Director, NASCAR Driver Marketing Services