Natalie Decker X Wawa NASCAR at Daytona Case Study
This case study highlights the impact and value delivered to Wawa through its sponsorship of Natalie Decker’s return to NASCAR at the Wawa 250 Powered by Coca‑Cola, Daytona International Speedway, August 22, 2025.
Drive national brand visibility for Wawa through NASCAR and mainstream media
Connect with consumers by aligning Wawa with a historic sports moment: Natalie Decker’s return to NASCAR as a first-time mom
Leverage social, digital, and PR coverage to amplify value beyond the race weekend
Broadcast & TV Coverage
- Fox & Friends (Fox News) – 3:00 min live segment | Value: $600,000+
- Fox 35 Orlando – 6:55 min live interview | Value: $21,000
- WSAW CBS Wisconsin – 2:06 min interview | Value: $4,000
- WESH 2 NBC/CW Daytona – 2:00 min live trackside | Value: $8,000
- Fox News Radio/Podcast ‘Kennedy Saves the World’ – 13:30 min | Value: $14,500
- CW Network Xfinity Qualifying – 2:06 min coverage | Value: TBD
Total Broadcast Media Value (conservative): $647,500+
Social Media Performance
From August 13–26, Natalie Decker’s Instagram content generated over 1.2M+ total views and tens of thousands of engagements across Reels and Posts.
Highlights include:
- Key posts featuring Wawa branding (suit, car, cap, store)
- Individual post peaks of 281K, 253K, 104K views
- Consistently high engagement (e.g., 13K likes, 375 shares on single post)
Estimated Earned Media Value (at $10 CPM): $12,000+
Press & Digital Media Coverage
Wawa received additional earned media value through national and motorsports coverage, with stories in Yahoo Sports, MSN, Fox News, SB Nation, Yardbarker, TobyChristie, Frontstretch, Pro Football Network, and more.
Combined reach: Hundreds of millions of monthly unique visitors across outlets.
ROI Snapshot
- Exposure Value (conservative): $700,000–$800,000+
- Return on Investment: ~7x ROI
CASE STUDY CONCLUSION
Wawa’s partnership with Natalie Decker generated outsized value through national media moments, cultural relevance, and extensive social & press coverage. This program demonstrates the potential of expanding to a multi-race or full-season partnership.
