2020 The Highest Level of Grassroots Racing HERITAGE INNOVATION EXCITEMENT 2 On behalf of all of us at the Automobile Racing Club of America, welcome to the 2020 ARCA Menards Series racing season. There is a lot of excitement for the start of our 68th season, which will for the first time see ARCA sanction two regional tours, the ARCA Menards Series East and West, formerly known as the NASCAR K&N Pro Series. Just as we have since 1953, ARCA will continue to give racers a cost-effective and fair place to compete, fans an exciting at-track experience, and our partners a great platform to reach an enthusiastic and loyal customer base. The 2020 season will be one of the most memorable in ARCA’s history, with the blending of the ARCA Menards Series with the East and West to compete in the INNOVATION Sioux Chief Showdown, a ten-race challenge series that will bring together the best drivers and teams from across the country. Added to the ARCA Menards Series championship, along with the East and West series, the Showdown - a series within the overall ARCA Menards Series championship – will give drivers and teams four different championships to chase after. It’s the start of a new era, and we’re excited and grateful to have you on board. Let’s go racing, Ron Drager President, ARCA 1 HISTORY OF ARCA Founded in in 1953 as a Midwest-based stock car racing series, ARCA has grown to represent the most diverse national touring stock car series anywhere. Entering it’s 68th season, ARCA is the second-longest running championship racing series in the country (second only to NASCAR), and remains dedicated to fans, drivers, and sponsors at the grassroots level of the sport. NASCAR acquired ARCA in 2018, formalizing the relationship between the two sanctioning bodies dating back to the sport’s formative years in the 1940’s, when NASCAR founder Bill France Sr. and ARCA founder John Marcum first worked together. NASCAR has an ongoing effort and interest in strengthening and growing the sport of auto racing, which is exemplified by its long-standing support of ARCA. In February of 2019, Menards announced that it would enhance and expand its marketing support of ARCA, becoming the Series Entitlement Sponsor. The ARCA Menards Series was introduced to the motorsports world at the World Center of Racing during the opening weekend of Speedweeks, at an overflow press conference featuring NASCAR Vice Chairman Mike Helton, ARCA President Ron Drager, and John Menard, Founder of Menards. Together, the powerhouse trio is positioned to strengthen the development level of the sport, while providing a stable and dynamic entertainment and marketing platform for fans and sponsors alike. John Marcum founded the Midwest Association for Race Cars (MARC) in 1953 as a regional stock car racing series after working as 1953 an official for NASCAR founder, Bill France, Sr. The series name was changed to the “Automobile Racing Club of America” from a suggestion Bill France, Sr. had to John Marcum when the series became 1964 national by racing on superspeedways The new platform will serve as a home for ‘career’ professional short-track racers as well as young rising stars who aspire to TODAY advance to the highest levels of the sport 2 3 2020 REDEFINED PLATFORM In 2020 the sport of stock car racing evolves and unites. The integration of ARCA and the former NASCAR K&N Pro Series will bring fans the unification of the sport at the highest level of grassroots racing. From coast to coast and border to border, ARCA boasts a number of events with four Championships in one racing platform. The AMS is a home for career professional drivers and a portal for those aspiring to advance to the highest levels of the sport. In 2020, the AMS enters a new era, with a consolidated rulebook, new opportunities for drivers to compete, and an expanded schedule that will bring the ARCA Menards Series to more fans across the country. FOUR CHAMPIONSHIPS 20 RACES (all 20 races determine the champion) 10 RACES (10 races out of the 20 above determine the champion) 8 RACES 11 RACES * Drivers from ARCA Menards Series East and ARCA Menards Series West are eligible to enter and compete for the ARCA Menards Series Sioux Chief Showdown championship 4 NASCAR DEVELOPMENTAL LADDER NATIONAL REGIONAL INTERNATIONAL WEEKLY 5 ARCA MENARDS SERIES OVERVIEW The ARCA Menards Series (AMS) platform is made up of four championships, including the traditional 20-race ARCA Menards Series and 10 ARCA Menards Series Sioux Chief Showdown races, the ARCA Menards Series East, and the ARCA Menards Series West. With a series on both coasts and a substantial presence in the Midwest, the platform brings grassroots racing action to fans across the United States. Fast Facts The ARCA Menards Series introduces racing’s future superstars to fans and key industry audiences. The series competes at a diverse mix of traditional short tracks, super speedways, road courses, and dirt tracks. The platform features several companion events with NASCAR national series races. The ARCA Menards Series and ARCA Menards Series Sioux Chief Showdown receives national broadcast exposure with Live TV on FS1/FS2 and MAVTV. The ARCA Menards Series East and ARCA Menards Series West will have tape-delayed television broadcasts on NBCSN and live coverage on TrackPass on NBC Sports Gold live-streaming platform. Numerous drivers who competed in the ARCA Menards Series have progressed to race – and win – in NASCAR’s national series, making the series a true stepping stone to the highest form of stock car racing, including NASCAR Hall of Fame members Benny Parsons and Davey Allison. Drivers at the top level of stock car racing such as Kurt Busch, Kyle Busch, Denny Hamlin, Kevin Harvick, Joey Logano, William Byron, and Bubba Wallace all trace their racing legacy to the ARCA Menards Series and former NASCAR K&N Pro Series. 6 “There’s no doubt that 2020 will be a history-making season for the ARCA Menards Series. We’re thrilled to be a part of it.” - Menards ARCA MENARDS SERIES OVERVIEW “There’s no doubt that 2020 will be a history-making season for the ARCA Menards Series. We’re thrilled to be a part of it.” - Menards 7 8 ARCA BY THE NUMBERS Race fan attendance has been consistently strong for ARCA Menards Series events over the past three years, during which the average annual attendance for the AMS has been 13,000 plus per event. The core fanbase for the AMS represents the most sought after demographic desired by marketers: adults between the ages of 18 & 54. Host speedway surveys reveal that 84 percent of at-track spectators fall into this category, and also detail a high likelihood of brand loyalty toward ARCA sponsor products. Fans Demographics GENDER AGE 55 & Over 35 - 54 18 - 34 13 - 17 12 & 0% 5% 10% 15% 20% 25% 30% 35% 40% EMPLOYMENT STATUS OCCUPATION Professional/ Management 55 & Over Digital and Social Technical 35 - 54 Clerical Sales 18 - 34 Skilled Trade 13 - 17 Laborer 12 & Other @ARCA_Racing ARCA Racing 0% 5% @NASCARRoots 10% 15% 20% 41.2k followers0% 5% 10% 15% 20% 25% 30% 35%41.9k 40% followers 10k followers Reference: ARCA, ISC MARITAL STATUS HOUSEHOLD INCOME ARCARacing.com averages over 125k unique visitors a month and nearly 1.4 million unique Professional/ 55 & Over visitors aManagement year, with over 7 million page views to-date since August, 2017. Technical 35 - 54 Clerical 18 - 34 Sales Skilled Trade 13 - 17 ATTRACTS GENERATES Laborer 12 & Other 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 5% 125K+ 10% 15% 20% 7M+ VISITORS VIEWS Reference: ARCA, ISC Professional/ 9 Management Technical Clerical Sales Skilled Trade Laborer Other 0% 5% 10% 15% 20% Reference: ARCA, ISC BROADCAST The ARCA Menards Series network reaches out through a variety of media, including live and tape-delayed TV, broadcast and radio, streaming services, social media platforms, and on arcaracing.com. In total, the ARCA Menards Series will visit 17 of the top 20 TV Markets. ARCA has been a top-rated series on the FOX Sports Broadcasting motorsports programming outlet which is now FS1. This year marks the third year of a multi-year television broadcast agreement between ARCA and Fox Sports. The 2020 broadcast package will consist of eight races airing live, beginning with the Lucas Oil 200 from Daytona International Speedway February 8th. During the 2019 season, the eight ARCA races televised on FS1/FS2 averaged 212,000 viewers. In addition, ARCA has partnered with MAVTV to add even more reach, with this year being the first year of a new three-year agreement. MAVTV will provide both TV broadcast and live streaming coverage from popular short track venues, broadcasting 12 events on a live basis. The ARCA Menards Series East and ARCA Menards Series West receives national broadcast exposure with tape-delayed television broadcasts on NBCSN, and will be streaming live on Track Pass on NBC Sports Gold. 10 OUR SPONSORS ARCA provides companies with a unique avenue to expose their brand to passionate, brand- loyal race fans. Our family of corporate partners represent a broad-based mix of goods and services, manufacturers and retailers, from Fortune 500 companies and regional and local businesses, each using ARCA as a marketing platform for advertising, promotion, client/ customer hospitality, and developing strong business-to-business relationships. OFFICIAL COMPANIES OFFICIAL PRODUCTS PARTICIPATING COMPANIES 11 CHAMPIONS THROUGH THE YEARS Champions come and champions go, but they all practice the same goal: to make history. Since its inception in 1953, thirty-six drivers have earned the title “champion” in the ARCA Menards Series, while twenty-three in the ARCA Menards Series East since 1987, and thirty-seven have been crowned in the ARCA Menards Series West since 1954.