Bank of America Expands NASCAR Banking Program
Bank of America is revving its NASCAR RacePoints rewards program with more access to drivers for customers who carry bankcards, credit cards or checks bearing the NASCAR logo or drivers’ images.
The bank is expanding the suite of experiences available only to its NASCAR banking customers with a new stable of participating drivers. It will relaunch its rewards program in May, offering one fan the chance to wave the checkered flag at the Bank of America 500 in Charlotte, NC, in October.
Other new fans experiences are in the planning stages.
“All these products are tied to race points, those kinds of things that you can’t just go and buy with cash,” said Mike Hargrave, motorsports platform executive for Bank of America. “Our challenge with RacePoints is that we wanted to upgrade the whole value proposition with fans.”
NASCAR Sprint Cup Series drivers and legends added to the program include Bill Elliott, Dario Franchitti, Sale Jarrett, Mark Martin, Juan Pablo Montoya, Reed Sorenson, Kenny Wallace and retired driver Rusty Wallace. Their images are now available for check cards, joining Jeff Gordon, Kasey Kahne, Martin Truex Jr. and Paul Menard, along with the late Dale Earnhardt and the NASCAR logo.
Additional NASCAR drivers are available for credit cards.
Bank of America NASCAR customers accrue one-quarter point of credit for each dollar spent by debit card, and a full point for every dollar spent by credit card. NASCAR cardholders can redeem points they rack up for special personal experiences with drivers at various race venues.
P-O-P, online marketing, direct mail, radio spots, print ads and PR support the program.
