The National Association for Stock Car Auto Racing, Inc. (NASCAR) has announced that the five-member Kinetics Marketing in Motion student team from The University of Texas-Pan American has won the national competition among five schools in the first year of the program designed by NASCAR to provide college students hands-on experience in sports marketing.
According to NASCAR officials, UTPA's win was based on the team's creative and realistic nature of solutions to case studies they were presented during the semester-long program and the execution of a NASCAR Kinetics viewing party held April 5 (see related UTPA Web site story at http://www.utpa.edu/news/index.cfm?). Officials indicated that the UTPA students proved themselves "resourceful, creative and ingenious, therefore deserving of their win."
Program founder and director Talia Mark said the NASCAR Kinetics team from UTPA showed the most creativity through their use of online sources to provide feedback on their case studies. The case studies, given to the teams weekly, presented everyday challenges and opportunities that NASCAR administrators face.
"While all of the universities gave great responses, UTPA's use of the Internet helped them to stand out," Mark said.
The attendance of nearly 1,000 at the viewing party held at UTPA's Wellness and Recreational Sports Complex was also cited by NASCAR as a factor in UTPA's win. Each school was assigned a specific race to show at their school and given complete freedom on how to market the party to friends and the public. Visitors to the UTPA viewing party enjoyed a car show featuring 60 cars, live music, free food and drinks, and interactive activities for children while watching the Sprint Cup Series race on that date held at the Texas Motor Speedway in Dallas.
The winning Bronc team will be flown to Charlotte, N.C. for the All-Star Race at Lowe's Motor Speedway scheduled for May 16. Along with attending the Truck Series Race and the Sprint All-Star Race, UTPA students will take part in the All-Star weekend festivities including an O.A.R. (Of A Revolution) concert.
The NASCAR Kinetics Marketing in Motion Program will continue again at the same five schools this fall 2009 semester. The program is open to all undergraduate students over 18 years old with an interest in marketing, sports studies, and public relations and advertising. Kinetics is focused on increasing awareness of NASCAR and the motor sports marketing industry among the college and youth market.
For more information on the program at UTPA, contact the College of Business Administration at 956/381-3311.