NASCAR and Kraft Analytics Group renew partnership

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NASCAR and Kraft Analytics Group (KAGR), a technology and consulting services firm within sports and entertainment, have renewed their partnership which will also include a Request for Proposal (RFP) process to identify a best-in-class ticketing sales and fulfilment engine.

The initiative will enhance the ticketing platform and contribute to a more enjoyable experience for NASCAR fans attending motorsports events. 

The multi-year commitment builds on an existing two-year partnership between NASCAR and Kraft Analytics Group, which will continue to provide its strategic consulting services to the motorsport series’ consumer data team. 

KAGR will help NASCAR to grow its first-party database, which enable the organisation to gain deeper insights into its fan base and identify opportunities. These services will also enhance the process related to data acquisition, customer segmentation and personalised lifecycle engagement across channels such as marketing, content and in-venue experiences. 

The relationship has already seen KAGR collaborate with NASCAR to analyse historic fan demand and attendance trends to develop a long-term ticket pricing strategy for each race. 

Moving forward, KAGR will extend its ticket pricing analysis to encompass a broader market analysis, using customer insights to help inform NASCAR’s long-term schedule evolution. 

Jessica Gelman, KAGR chief executive, said: “NASCAR is fiercely committed to evolving the fan experience through deeper data insights and we have loved partnering with them since 2021 on this journey to transform their consumer data capabilities.

“We look forward to the continued collaboration, from enhancing personalised experiences and expanding NASCAR’s first-party database to driving data application across the NASCAR ecosystem and setting the foundation for sustainable growth well into the future.”

Tim Clark, NASCAR senior vice-president and chief digital officer, said: “We are delighted to renew our partnership with Kraft Analytics Group. As the gold standard in the industry, KAGR’s expertise in consumer data and strategic consulting has driven significant growth and innovation within our organisation already, and we’re excited about what we can continue to build together in this space.”

KAGR has worked closely with NASCAR management including Clark and vice-president of data strategy Kari Gritton, who added: “NASCAR is in a unique position as a league-level sanctioning body that also owns and operates multiple tracks. 

“It’s critical we take advantage of that opportunity through data analytics and advanced technologies to gain deeper understanding of our fans’ mindsets and behaviours. KAGR is a tremendous resource in helping us unlock that full potential and, together, we hope to harness the power of data to redefine the very essence of sports in the digital age.”