Isenberg Student Team Wins National NASCAR Marketing Competition

November 5, 2012

A student team from Isenberg's Mark H. McCormack Department of Sport Management is the Fall 2012 national champion of NASCAR Kinetics: Marketing in Motion, a competition to promote NASCAR (the National Association of Stock Car Racing). The team was comprised of Amy Sonder, Maria Marascia, Jake Flynn, Matt Graham, and Derek Bennett. The faculty advisor was Steve McKelvey, an Associate Professor of Sport Management.


In besting teams from 17 colleges and universities, the Isenberg students excelled in two promotional case studies: a sales and marketing strategy for Activision's video game, Nascar the Game: Inside the Lines, and a multi-faceted marketing plan for building the profile and popularity of up-and-coming NASCAR driver, Martin Truex. In addition, the Isenberg students held a viewing party in late October at the Pub restaurant in Amherst to promote NASCAR's Hollywood Casino 400 stock car race in Kansas City, Kansas. The event, which attracted close to 300 attendees and dovetailed with the race, offered raffles and other opportunities for engagement with NASCAR. For their final project, the students authored a 20-page paper dissecting their promotional event along with a video and photos.


On November 17, the students will travel, expenses paid by NASCAR Kinetics, to Miami for the Sprint "Chase for the Cup" Finale race and acknowledgement as 1st place winners.


View MassLive article about the group's trip to Miami.


View the team's promotional video: