INTERSTATE BATTERIES x JOE GIBBS RACING / GIBBS GAMING
From the racetrack to the virtual starting line.
Leading NASCAR partnership and brand marketing—and extending an established sponsorship into esports.
$2M in first-quarter media value
Reported Nielsen valuation for the eNASCAR Heat Pro League content program
Partnership leadership · Brand marketing · Esports launch
Interstate Batteries’ NASCAR sponsorship with Joe Gibbs Racing. Still from the supplied race-day footage.
_________
MY ROLE
Associate Brand Marketing Manager, INTERSTATE BATTERIES • Partnership & Social Media Lead
I led partnership and brand marketing for Interstate Batteries’ sponsorship of Joe Gibbs Racing in NASCAR. Building on that relationship, I helped launch the brand’s esports partnership with Gibbs Gaming in the eNASCAR Heat Pro League.
MY ROLE
Associate Brand Marketing Manager, INTERSTATE BATTERIES • Partnership & Social Media Lead
I led partnership and brand marketing for Interstate Batteries’ sponsorship of Joe Gibbs Racing in NASCAR. Building on that relationship, I helped launch the brand’s esports partnership with Gibbs Gaming in the eNASCAR Heat Pro League.
_________________
THE FOUNDATION
THE FOUNDATION
An established partnership. A platform to build on.
Interstate Batteries’ sponsorship of Joe Gibbs Racing provided the foundation for this work. I led partnership and brand marketing for the NASCAR sponsorship, connecting the brand’s presence in the sport with the work of its racing partner.
Interstate Batteries’ sponsorship of Joe Gibbs Racing provided the foundation for this work. I led partnership and brand marketing for the NASCAR sponsorship, connecting the brand’s presence in the sport with the work of its racing partner.
That relationship became the starting point for an expansion into esports, bringing the partnership into a new racing environment.
__________________
THE OPPORTUNITY
THE OPPORTUNITY
Extend the relationship to a new generation of fans.
The esports opportunity built on a clear connection: the same racing identity, expressed through a format that fans could participate in and watch digitally. It offered a way to introduce Interstate Batteries to gaming audiences while maintaining its connection to motorsports.
The esports opportunity built on a clear connection: the same racing identity, expressed through a format that fans could participate in and watch digitally. It offered a way to introduce Interstate Batteries to gaming audiences while maintaining its connection to motorsports.
The launch announcement positioned the sponsorship around younger audiences and future battery buyers. This was a long-term brand consideration opportunity, rather than a claim of immediate sales impact.
Seye Arise with Kyle Busch beside the Interstate Batteries car.
Interstate Batteries’ May 24, 2019 public sponsorship announcement.
__________________
MY CONTRIBUTION
MY CONTRIBUTION
Lead the partnership. Help launch its next chapter.
My responsibilities spanned partnership leadership and brand marketing for the NASCAR sponsorship. I then helped carry that relationship into the launch of Interstate Batteries’ esports partnership with Gibbs Gaming.
My responsibilities spanned partnership leadership and brand marketing for the NASCAR sponsorship. I then helped carry that relationship into the launch of Interstate Batteries’ esports partnership with Gibbs Gaming.
This work connected an existing sponsorship with a new platform: moving from the physical racetrack into the eNASCAR Heat Pro League while retaining the brand’s recognizable racing identity.
__________________
LAUNCH & IMPACT
LAUNCH & IMPACT
A new platform for an established brand relationship.
Interstate Batteries became the founding sponsor of Gibbs Gaming, with the eNASCAR Heat Pro League launch announced in May 2019. The brand’s public announcement made the connection explicit: taking its racing partnership to the console.
The eNASCAR Heat Pro League content program generated a reported $2M in first-quarter Nielsen media value. This is a program-level media valuation, separate from sales, revenue, or sponsorship spend.
