V8 Supercars rebrand aimed at attracting new fans to the sport

Brand respositioning by Hulsbosch branding agency coincides with the sport's plans to allow new types of vehicles into the racing competition from 2017

V8 Supercars
V8 Supercars

The V8 Supercars sporting event has launched a new brand identity aimed at widening the appeal of the championships as it looks to bring more brands and car manufacturers into the competition.

The branding work was undertaken by branding and design agency, Hulsbosch, and coincides with the sport’s 2017 Gen2 Strategy, which will see vehicles with new engine configurations and body shapes being eligible to participate in the sporting event for the first time. The 2017 blueprint, which was launched earlier this week, means current V8 Supercars could be joined by turbo-charged six- and four-cylinder cars from 2017, potentially bringing a younger base of fans into the sport.

The new branding also comes as V8 Supercars commences a new six-year media agreement with Fox Sports and Network Ten from 2015.

According to the Hulsbosch team, the new brand identity reflects the V8 Supercars business growth strategy and is about not only cutting through as a populist brand, but expanding its appeal to future fans. It will be integrated into all corporate and marketing collateral, events, digital, sub brands and special programs such as V8 Supercars Dunlop Series, from 1 January.

“The time is right for a striking and dominant identity as we head to the next phase for the sport, on and off the track,” V8 Supercars CEO, James Warburton, said.

“V8 Supercars is dynamic, aggressive and intensely competitive. The sport needs an identity that represents these characteristics on a global stage.”

The branding was devised after consumer testing through research groups nationally, as well as an online survey and stakeholder interviews to better understand the sport’s wider focus and strategy.

Hulsbosch executive creative director, Hans Hulsbosch, said research showed key attributes to reflect with the new branding were extreme energy, teamwork, respect, relentlessly progressive, and passion.

Red was chosen as a way of highlighting the “fast and furious speed” of V8 races, he said.

“The ‘SC’ moniker is a simplified identification and will generate a genuine presence as a standalone icon for the sport, developed as an enduring brand to stand the test of time,” Hulsbosch said.

Read more about brand strategy and design in Hans Hulsbosch’s blogs for CMO here

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in