Have you ever been curious about why companies use sports to build business relationships and how it plays out during a sporting event?
I was invited by BAM to experience a behind-the-scenes look at how their business connects racing to their brands during race weekend at Charlotte Motor Speedway in North Carolina.
I’m a bit of a NASCAR novice, but previous travel experiences, races, and visits to destinations with racing history have been layering a greater appreciation for the sport.
This article is written in partnership with BAM. All opinions are my own.
Who is BAM and what do they do?
BAM stands for Brand Activation Maximizer, a brand activation and full-service sports sponsorship agency that specializes in converting sports equity into measurable business outcomes.
We gained more insight into the four pillars of The BAM Blueprint in action with firsthand experiences over the race weekend.
1. Sports Activation – Translating sports equity into in-store retail impact, consumer engagement, and sales.
(Ex. The Kroger Racing primary sponsorship with Roush Fenway Keselowski (RFK) Racing features popular brands in the program on display in their stores, connecting race fans to consumer products.
2. B2B Relationship Building – Connecting brands and retail partners at the executive level through race weekend hospitality. BAM clients include Kroger, Kraft Heinz, Coca-Cola, Kimberly-Clark, Bimbo Bakeries, Pfizer, AstraZeneca, and Danone.
3. Experiential Marketing – Creating high-impact moments at race weekends and in-store environments that fans and shoppers remember.
4. Video & Content Production– Authentically telling the brand story across channels from race weekend to the store shelf.
Connecting Brands With Fans at the Free RFK Racing Fan Day Event
Our first stop was RFK Racing Fan Day, located at the team’s headquarters in Concord (near Charlotte), the day before the NASCAR O’Reilly Auto Parts Series Race at Charlotte Motor Speedway.
This free event for NASCAR race fans featured exclusive driver autograph sessions with Brad Keselowski, Chris Buescher, and Ryan Preece.
Race fans also engaged with interactive partner displays with product giveaways, guided shop tours, and hauler tours.
This event was a great way for race fans to get pumped up for the upcoming race in a festive environment, fusing admiration for racing with brands.
The Kroger Racing Program at RFK Racing Fan Day
Several brands in the Kroger Racing Program were featured at the event, providing free products and consumer coupons to RFK Racing Day attendees.
BAM has managed the Kroger Racing Program for over 15 consecutive years.
What makes it so successful is the cohesive positive ROI for Kroger, participating CPG (Consumer Packaged Goods) brands, and NASCAR partners.
In stores, it looks like incremental floor space for the brands, digital visibility, and data-validated feedback using Kroger’s proprietary retail analytics.
At activations like this, consumers are introduced to or reminded of the brand in a favorable environment.
And, who doesn’t love free stuff?
When a brand leads with generosity at an event, it makes me want to reciprocate with a future purchase.
For example, my husband and I tried Athletic Brewing for the first time at the event, and I have to say I became an instant fan…and I don’t even typically like beer.
I went from having zero knowledge of the brand to instant awareness and advocacy.
Their Lime & Salt flavor was light and tasted like a light beer without the alcohol. I immediately thought of friends who are looking for non-alcoholic options that actually taste good.
A few weeks later, I found my coupon from the event, which reminded me to explore other flavors to try on their website.
If it wasn’t a freebie, I probably wouldn’t have risked it as a purchase, but now that I know, I’m a fan and new advocate for the brand.
That’s what this type of brand activation at an event does.
It creates a connection and a favorable emotion, linking the brand with consumers.
My husband and I enjoyed the drinks while watching the pit crew staff demo how to use the jack for a race car at the event.
I didn’t even need liquid courage to jump at my chance to give it a go. Unfortunately, the only thing off the ground was my legs trying to leverage my body weight for any movement.
Another treat at the event was the opportunity to meet legendary founder, CEO, and co-owner of Roush Fenway Keselowski (RFK) Racing and 2019 NASCAR Hall of Fame inductee, Jack Roush.
The Kroger Racing Program ties to a winning race team with eight championships in NASCAR’s top three divisions, adding increased value and awareness.
Cole Custer Full Throttle Fan Experience Event at Hickory Tavern
9010 Harris Corners Pkwy, Charlotte, NC
Our next stop was the Cole Custer Full Throttle Fan Experience event at Hickory Tavern, a regional chain with locations in North and South Carolina.
Hickory Tavern’s food is sourced from Sysco, a wholesale restaurant food distributor that’s also a BAM client.
Bam’s design and activation of the Sysco Racing Program on the Haas Factory Team #41 operate as a Business-to-Business driver from retail aisles to restaurant tables.
This model accelerated over race weekend, aligning Sysco, its vendors, and local operators like Hickory Tavern to turn racing exposure and hospitality into measurable restaurant sales.
The visibility for Hickory Tavern on the NASCAR race car for the race at Charlotte Motor Speedway and the community event activation was the added value, opportunity, and an additional perk of the restaurant choosing to source its food from Sysco, a client of BAM.
The Cole Custer Full Throttle Fan Experience took place at the Charlotte Hickory Tavern location on Harris Corners Parkway, around 20 minutes from Charlotte Motor Speedway.
We arrived a few hours before the event started, where my husband volunteered for the unique opportunity to help retrieve the race car from the trailer.
Fun fact: the display race cars don’t have engines inside.
The Full Throttle Fan Experience featured face painting, inflatables, obstacle courses with prizes, a live DJ, race-themed play zones, and more.
Of course, the highlight was the opportunity for race fans to meet NASCAR driver Cole Custer and the official debut of the #41 Hickory Tavern race car.
Patrons could also share in the racing excitement that weekend at their race Watch Party, featuring drink specials.
This community event was a great opportunity for race fans to connect with a NASCAR race driver, be introduced to event partner brands, and enjoy amazing food.
I also observed BAM staff networking with Hickory Tavern staff and the Sysco staff during the event.
The Full Throttle Meal Deal activation was available exclusively at the Harris Rd. Location for race weekend.
The limited-time Full Throttle Meal Deal featured your choice of Tavern Burger or Chicken Tenders, French fries, a souvenir collector cup featuring Cole Custer with soda, and two chocolate cookies.
While we were there, we also tried a few appetizers on their regular menu.
I’m also going to recommend their Pow Pow Shrimp. It’s made with crispy shrimp and broccoli, tossed in spicy aioli, topped with scallions and sesame seeds.
The “Knot Your Average Pretzel” is another great shareable for the table, featuring a 16oz. Jumbo pretzel, served with queso and honey mustard dipping sauces.
This was our first experience dining at Hickory Grove, and it provided many reasons to come back.
Hospitality at the Race Track
Race weekend provides organic opportunities for executive-level relationship building between CPG brand leaders and retail decision-makers at the track.
Guests at the BAM Hospitality Area were treated to incredible views of the track, which included another opportunity to enjoy delicious food prepared by the team at Hickory Tavern.
Hospitality guests instantly become NASCAR race fans, whether or not they previously were, when they hear and FEEL the race cars speeding around 195 mph on Turn 1 in the blink of an eye.
Over the years, I’ve attended many events put on by PR teams.
Typically at events I’ve attended, guests are greeted with a big display of enthusiasm during their entrance and for their exit, but there isn’t much engagement between the PR staff and their guests in between.
It was refreshing to observe the BAM P.R. team integrate themselves with guests throughout the weekend in authentic ways through conversations and service.
At the end of the day, great PR is creating, cultivating, and connecting with people on both sides.
The big races that weekend were the NOAPS (NASCAR O’Reilly Auto Parts Series) Race and the NASCAR Cup Race, the Coca-Cola 600.
Experiencing the Action at Pit Row
Before the race began, the BAM team worked in shifts to bring guests from their hospitality tent to the racing surface with a Track Pass.
This is where you truly feel the energy and excitement of the race fans, the drivers, and their teams up close, moments before the race begins.
BAM guests had a closer vantage point of the stage for the Brad Paisley pre-race concert and a guided tour of the Haas Factory Team hauler, operating as a mobile race shop carrying equipment and cars for the race team.
There was also an opportunity for another quick photo op and meet-and-greet with NASCAR race car driver Cole Custer before the race.
BAM Guests got to see where NASCAR race cars are inspected before the race begins, and the buzz of activity along pit row.
Walking around the race track grounds gives you a greater appreciation for how much goes into a race that can’t be felt from the grandstand.
We watched the military flyovers, the race car driver intros, and learned more about how each race car is scanned with 175,000 data points before the race.
Later in the race, BAM hospitality guests had another opportunity to come back to pit row to watch the race from the Haas Team pit box.
This was the absolute highlight of the whole day for me. It’s one thing to watch a pit stop on a screen; it’s another to witness it in person.
It all happened so fast; I needed to prep my brain in anticipation so that I could take note of what was happening in real time.
Elite pit crews can perform pit stops in under 10 seconds. That includes changing all 4 tires and also filling the gas tank!
Race weekends provide many touchpoints for brands, retail partners, and the race team to deepen relationships, create loyalty, and accelerate future deals.
Where We Stayed During Race Weekend
We stayed at the UNC Charlotte Marriott Hotel and Conference Center, where I witnessed the BAM staff organically network and connect with others also staying at the same hotel.
They met other guests over breakfast or late-night hangouts in the M Lounge, trading business cards and making connections for potential opportunities to work together in the future.
The beautiful part of networking is that you never know who the person you meet knows.
I love sharing first-time adventures with family and friends because it creates excitement and a shared bond.
After experiencing the BAM blueprint firsthand, I understand why it’s been so successful.
Their proven model for sports sponsorships with brand activations in the community and behind-the-scenes experiences for their clients creates positive brand awareness and relationships that continue to accelerate the process from the boardroom to the racetrack and beyond.
Learn more about BAM and their client services here.
