The Kroger Racing Program
A 15-Year Blueprint for Turning Sports Sponsorship Into Retail Market Share — and a Model Built to Scale Across Any Vertical
For over 15 years, the Kroger Racing Program has set the gold standard for integrating high-profile sports sponsorship with precision retail execution. Managed end-to-end by BAM, this turnkey platform bridges the gap between one of America's most loyal and passionate fan bases and the retail floor — driving measurable, repeatable growth through a proven activation strategy.
While NASCAR is the vehicle, the BAM Blueprint is the engine. And that engine is built to run in any vertical.
How the BAM Blueprint Works
Every element of the Kroger Racing Program is engineered around a single objective: converting sports equity into retail market share. Here's how each pillar of the strategy delivers measurable outcomes for every partner involved.
1. National Scale with Local Precision
The Strategy BAM secures a premier national sponsorship asset and integrates it directly into the retailer's annual sales planning cycle — ensuring the program works within existing infrastructure rather than alongside it.
The Outcome Partners receive category exclusivity, guaranteeing their brand owns the competitive space without internal conflict during the highest-impact promotional windows of the year. National reach. Zero category cannibalization.
2. Seamless Operational Integration
The Strategy BAM leads end-to-end program development, aligning brand assets with the retailer's specific merchandising, e-commerce, and digital media platforms from day one.
The Outcome This frictionless approach allows partners to secure incremental floor space and digital visibility through a fully turnkey system — requiring zero heavy lifting from the retailer's internal teams. The program fits the retailer's world. Not the other way around.
3. Hyper-Local Market Activations
The Strategy BAM executes targeted regional tours and event-week display programming in high-priority markets tied to live NASCAR race weekends.
The Outcome By capturing the energy of the live event at the point of purchase, we convert regional fan enthusiasm into national sales volume — turning race weekend excitement into immediate retail conversion in the markets that matter most.
4. High-Level B2B Connectivity
The Strategy BAM facilitates exclusive business planning sessions between the retailer's senior leadership and participating brand executives — creating a strategic dialogue that operates well above the transactional level.
The Outcome These sessions move the needle beyond individual promotions, forging strategic alliances that align brand goals with the retailer's long-term enterprise vision. The result is a partnership ecosystem where every participant is invested in each other's success.
5. Data-Validated Performance
The Strategy Every activation is backed by rigorous post-promotion analysis and fulfillment measurement using the retailer's proprietary data platforms — including Kroger Precision Marketing.
The Outcome BAM delivers transparent, ROI-focused results that prove the program's value in the retailer's own language. Our "Selling Cases and Winning Races" model isn't just a philosophy — it's a data-backed framework with 15 years of performance validation behind it.
A Model Built to Scale Beyond Grocery
The Kroger Racing Program was perfected in the grocery sector — but the BAM Blueprint is vertical-agnostic. The same infrastructure that drives market share for CPG brands on Kroger's retail floor can be deployed across any category where sports equity, retail execution, and data-driven measurement create competitive advantage.
Consider the possibilities:
Home Improvement Retail — A national hardware brand leveraging NASCAR's DIY-passionate audience to dominate seasonal selling windows with incremental floor space and co-branded race team visibility.
Financial Services — A regional or national financial institution using sports sponsorship to localize brand awareness, drive account acquisition, and build community goodwill through high-emotion event integrations.
Pharmaceutical & Healthcare — A pharma brand activating alongside a trusted retail pharmacy network to drive prescription awareness, OTC product trial, and patient engagement at scale — as demonstrated in BAM's Kroger Health program.
Foodservice & Hospitality — A foodservice brand using live event sponsorship and B2B hospitality to deepen buyer relationships and secure distribution across regional and national accounts.
The infrastructure is proven. The strategy is repeatable. The results are measurable. What changes is the jersey on the car.
The Results Speak for Themselves
🏁15+ consecutive years managing the Kroger Racing Program
🛒Positive ROI delivered for Kroger, participating CPG brands, and NASCAR partners every year
📈Incremental floor space and digital visibility secured for every participating brand
🤝Strategic B2B alliances formed between senior retail and brand leadership
📊Data-validated performance using Kroger's proprietary retail analytics
Ready to Put the BAM Blueprint to Work for Your Brand?
Whether you're a CPG brand looking to maximize an existing sports sponsorship, a retailer seeking a turnkey activation platform, or a brand in any vertical ready to convert sports equity into market share — BAM has the strategy, relationships, and 15-year track record to deliver.
Contact BAM today to learn how the BAM Blueprint can be engineered for your category, your retail partners, and your growth objectives.
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