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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in