Can Jimmie Johnson and NASCAR win New York?
November 26, 2009 by Joe Favorito · Leave a Comment
Jimmie Johnson was in one of the few races this week that he has yet to win. The race to make his brand, and in a larger part the brand of NASCAR, relevant to the casual sports fan and the discretionary spender in the world’s largest marketplace, the New York tri-state area.
NASCAR Gets a Novel National Pop…
August 25, 2008 by Joe Favorito · Leave a Comment
One of the great elements of sport is its ability to join divergent backgrounds and put together some of the more unique pairings of those who play…and those who watch. Such is the case of the cover of this week’s Parade Magazine, which pairs best selling novelist Janet Evanovich and her two favorite drivers, Tony Stewart and Jimmy Johnson. Evanovich tells the story of her devotion to NASCAR in the piece, and explains how she is able to weave her favorite sport into her novels, all interesting stuff that once again gives the casual fan insight into the NASCAR world. However the true beauty of the piece is in the branding shot itself…Evanovich the fan unites her two favorite drivers…and two of the home improvement business’ fiercest brands…Lowes (Johnson) and Home Depot (Stewart) in the same shot. Maybe Coke and Pepsi can be next. Great placement, great casual fan activation, great brand integration.
Joe has almost a quarter century of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. He is a producer of award winning and cutting edge programs designed to increase ROI and minimize cost. 
