Spectator Demographics
Demographics, Psychographics, Purchasing Power. The Kind Of Numbers Most Sports Would Kill For.
Racing gives its sponsors the focus of fan loyalty that other sports lavish on hometowns or schools. They cheer for your company. On TV. On the track. En masse. Baseball, football, hockey and other team sports do not permit the direct commercial association that is offered and nurtured in motorsport.
Unlike other sports, direct support and recognition of the sponsor and its products or services is an accepted way of life in motorsport.
The average Rolex 24 Hours at Daytona fan is in their late 40s, married, highly-educated, and has an above-average income.
Age and Gender
• Average age – 46.8
• Males – 87.1%
• Females – 12.9%
• Average years as a race fan – 27.5
Marital Status
• 66.1% married
• 25.5% single
• 8.5% widowed/divorced
Annual Household Income
• More than $75,000 – 48.2%
• Between $75,000 - $100,000 – 23.8%
• More than $150,000 – 9.7%
• More than $250,000 – 2.3%
Occupation
• Science/Engineering – 15.3%
• Tradesman – 13.3%
• Retired – 13.1%
• Business owner/executive – 12.9%
• Manager – 8.6%
• Sales/Marketing – 8.6%
• Administration – 6.1%
• Medical – 5.5%
• Teacher – 5.1%
Education
• College or trade school – 88.9%
• Graduate Degree – 18.1%
Watching the races
• 78.3% follow Grand-Am on Speed TV
The Rolex 24 Hours at Daytona - where the money you're spending reaches people with money to spend.
"Auto racing not only attracts a huge audience, but the demographics are sensational. No other type of event is so certain to attract such numbers of 18 to 45-year-old buyers with larger-than-average disposable incomes. They are better educated and have a higher level of product identification than any other sports audience available, and most importantly, they have demonstrated more loyalty to companies involved with their sport than any other group." The Robb Report
"Sports car racing has the highest demographic profile of any type of American motorsports. This information should be very valuable to anyone interested in sponsorship."
Joyce Julius and Associates, Inc., Ann Arbor, Michigan
