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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Insightful article from an AdTech perspective

Mehdi Partika

Predictions 2018: 5 ways the CMO role will change

Read more

Sounds like a bunch of convoluted business bullshit with no real substance or value. Business people deluding themselves into thinking th...

Bupa Customer

Best CX Companies List profiles: Bupa's Voice of the Customer project

Read more

This partnership seems to bring a lot of benefits.

Uk Driver

Deloitte announces new agency partnership to expand digital reality capabilities

Read more

It's all about the experience and it seems that understanding is finally full tilt!

Danny Mack

Building a robust digital customer experience

Read more

I am going to visit Australia))) nice place ... one of the most attractive

Carly Julia

Tourism Australia aims for youth travel market with dedicated news channel

Read more

Latest Podcast

More podcasts

Sign in