FedEx Revs Staffers with NASCAR Sponsorship
Next weekend FedEx will send 150 employees to the Aaron’s 499 NASCAR race to cheer on No. 11, the new FedEx car.
FedEx is tapping its estimated $12 million sponsorship of Joe Gibbs Racing for employee incentives, from free and discounted tickets to FedEx Racing merchandise and staff-only content on its Web site, Fedexracing.com.
It’s the only sponsorship in FedEx’s wide portfolio that carries a large employee-incentive component. That’s because FedEx staffers—especially in its Memphis headquarters—pushed for a NASCAR presence, said Chris Swearingen, FedEx manager of sponsorship marketing.
“Whenever senior executives would visit FedEx offices, staffers kept asking them, ‘When are we going to get a car?'” Swearingen said. “Our employees rally around NASCAR because it’s similar to what they do every day—it’s speed, precision and technology.”
FedEx launched its sponsorship with a January pep rally for 3,500 staffers at the FedEx Forum, where the NBA Memphis Grizzlies play. Some staffers won tickets to the May 1 race at Talladega Superspeedway at the rally; others won tickets to that Alabama race and others via weekly drawings online. FedEx has garnered 5,000 staff entries since January; Swearingen is analyzing data now to see how much of that is repeat traffic.
“The enthusiasm within FedEx is unbelievable,” said Chris Caldwell, partner with Velocity Sports & Entertainment, the Wilton, CT-based shop that handles the sponsorship for FedEx. “There’s something about having your company name on your car racing the track.”
The car will carry five paint schemes throughout the racing season, one for each of FedEx’s operating companies (Ground, Freight, Express and Kinko’s) and a fifth scheme for the FedEx St. Jude Classic, an annual fundraiser that’s part of FedEx’s PGA sponsorship.
FedEx leverages its car with business and consumer groups, too, via show-car appearances for top business and retail customers; hospitality for top clients at races; and TV and print that airs in race markets with the tagline “Every day is race day.” BBDO, New York, handles ads.
“We’re looking for ways to bring NASCAR to as many employees as possible,” Swearingen said. “Every Monday, my e-mail is full of comments from staffers on the weekend race results.”
