When Jeff Gordon runs his final full time season in the NASCAR Sprint Cup Series after more than two decades, one of his many legacies will be his ability to deliver marketing results through mainstream media.
“From Saturday night racing under the lights to Saturday Night Live, the four-time Sprint Cup Champion has provided a tremendous amount of exposure for NASCAR, Hendrick Motorsports, sponsors and charitable causes. Jeff Gordon’s skills as an ambassador are surpassed only by his racing accomplishments,” said Peter Laatz, Executive Vice President, Repucom.
Repucom research shows that Gordon ranked first among all NASCAR Sprint Cup drivers in time on screen in 2014 with over 24 hours. Gordon and his sponsors also generated more than one billion online impressions.
The fan base for Jeff Gordon is 14 million strong and one in five NASCAR fans identify Gordon as their favorite driver, according to Repucom.
Gordon is ranked third among current NASCAR drivers, behind Danica Patrick and Dale Earnhardt, Jr., in overall marketability based upon Repucom’s Celebrity DBI, an independent index that quantifies consumer perceptions of more than 5,000 celebrities worldwide.
Repucom is a trusted advisor and sponsor in sports and entertainment intelligence solutions, allowing more than 1,700 businesses around the world to better understand and connect with their audiences and customers through media, sponsorship, communication and experiential platforms.