The fan expe­ri­ence is chang­ing.  No longer is it suf­fi­cient to focus on dis­crete in-venue, broad­cast, and dig­i­tal expe­ri­ences, with sep­a­rate rev­enue streams in each chan­nel.  Dis­rupted by the con­nect­ed­ness of fans, sports fran­chises like NASCAR are tak­ing a hard look at how they engage fans, and how they value that engagement.

It all starts with the Fans. Fans by def­i­n­i­tion are fanat­i­cal. They wear jer­seys, paint faces, buy equip­ment, watch every game and brag about their team when they win. Fans have made sports into a $120 bil­lion indus­try around the world. Yet the oppor­tu­nity is even greater for sports, teams and ath­letes who can con­nect with fans in deeper, more engag­ing experiences.

NASCAR launched the new NASCAR​.com in early Jan­u­ary 2013 on the Sapi­ent Engaged­FanSM man­aged plat­form.  NASCAR​.com is specif­i­cally designed to engage fans across chan­nels (web, mobile, tablet) in an expe­ri­ence tai­lored to engage­ment pat­terns pre-, dur­ing, and post-race.  Adobe Expe­ri­ence Man­ager was uti­lized to pro­vide the core plat­form capa­bil­i­ties that man­age, deliver, and per­son­al­ize the fan expe­ri­ences and Adobe Ana­lyt­ics was used to under­stand fan behav­ior and pro­vide the insights to enhance the experience.

Learn more about the chal­lenges that NASCAR faced in engag­ing their fans and how they came to launch the new NASCAR​.com.  http://​tv​.adobe​.com/​w​a​t​c​h​/​a​d​o​b​e​-​s​u​m​m​i​t​-​2​0​1​3​/​t​a​k​i​n​g​-​t​h​e​-​l​e​a​p​/​?​t​=​2​1​9​6​.​998