February 20, 2016

Reaching Fans Beyond The Track

When it comes to fan experience, there’s nothing quite like the roaring and rumbling of a NASCAR race. That’s no coincidence: From the C-Suite down to the pit crew, nearly everything the sport does is in service of making the product more exciting for the millions of fans who head to the track or tune in on TV each week during the season. 

Perhaps more than any other professional sports league, NASCAR is fan-first and always- evolving in order to make fans happy and keep the product healthy and strong. So when NASCAR changed their team franchise structure six years ago, it opened up the garage door to a new kind of team owner—like Matt Kaulig, founder of Kaulig Racing.

A lifelong sports fan, Kaulig has brought a completely different kind of ownership style to the track, one based on his highly successful career as an entrepreneur and CEO of LeafFilter Gutter Protection. With a laid-back, “no pressure” company culture and an emphasis on teamwork, Kaulig Racing is racking up wins on the track and gaining new fans around the world.

Like any sport, NASCAR fandom is often passed down as family tradition, with the oldest and most established race teams attracting multiple generations of fans. With newer teams like Kaulig Racing trading paint with the old guard, more fans have an entry point into the sport and the ability to build new traditions. Everyone loves a scrappy underdog, but the best way to win fans is to win races—and it doesn’t hurt to have a stable of charismatic drivers behind the wheel.

Veteran drivers AJ Allmendinger and Landon Cassill, reigning Xfinity Series Champion Daniel Hemric, and 22-year-old phenom Justin Haley give Team Kaulig the perfect mix of experience, excitement, and youth. Moreover, Kaulig Racing has captured fans thanks to its signature style of team-based racing, with every driver willing to sacrifice their individual achievements to ensure the entire team succeeds at the speedway. 

As fans fall in love with the drivers, Team Kaulig uses every opportunity to make them feel connected to the brand. The Kaulig Racing Gear Garage is packed with apparel, collectibles, and accessories so that new fans can show off their fandom. The team is highly active on social media, including Team President and longtime NASCAR mainstay Chris Rice and even Kaulig himself. As a newly-formed team with a decidedly new approach to the sport, engaging directly with fans invites them to experience the enthusiasm, camaraderie, and friendship that define Kaulig Racing.

Now in their first full-time season in the NASCAR Cup Series, this next-gen team with a new kind of owner will turn the wheel over to the team's only full-time Cup Series driver—Justin Haley, the young, exciting face who represents the future of Kaulig Racing. With momentum on the track and a legion of new fans growing with every top-10 finish, Kaulig Racing may just be the future of NASCAR itself.