In this ever-evolving, fervent NASCAR ecosystem, solely relying on transactional sponsorships wouldn’t get you anywhere. To cultivate a loyal customer base and amplify brand resonance, you need to consistently deliver valuable and engaging content. Only that would help in fostering a deeper relationship with NASCAR enthusiasts and ultimately drive the growth of your products. But the real question is how to navigate the digital world, which seems to have no boundaries. Well, to find out the answer floating around in every marketer’s mind.

In the latest EssentiallySports Think Tank podcast episode, our host, Trey Holder, and guest speaker, John Andrews, Acting CMO of Michael Waltrip Brewing, discussed this burning thought. Andrews’ perception of this matter may help those marketers who are still trying to differentiate between the age-old physical experience and modern digital innovations.

John Andrews, a curious lifelong learner, has driven digital transformation at Fortune 500 companies across retail, brand, and technology sectors. Now, he has taken up the challenge of being the Chief Marketing Officer of Michael Waltrip Brewing. Bringing his years of experience to the NASCAR market, Andrews is trying to position MWBco as a clinical player in its digital ecosystem. So, without wasting any time, Holder had the perfect question for Andrews.

“We have talked a lot about the physical aspect of marketing, whether it’s in store experience, pouring in tap rooms, going to these events, being around the tracks. What about, from a digital perspective, what’s the strategy around amplifying the brand and create exposure and brand equity in the marketplace?” Holder asked. Andrews, whose mission is to deliver solutions that are not only innovative but also aligned with customer expectations, gave his unfiltered opinion on content marketing.

“We’re making content right now, every opportunity is a content opportunity,” Andrews mused. John wanted to emphasize how constant content helps them cater to their retail partners. Even their premise partners, who are looking for valuable attention in the NASCAR space. But sometimes, dishing out loads of content can end up being “a very expensive proposition and one that in a lot of ways doesn’t really have much in the way of ROI,” Andrews added.

In a world where there is more content than people could ever consume, Andrews wanted to point out something that can completely change your digital game. “If you’re not going to create your own content, you’re just going to buy audience. You probably cannot do that in a profitable way today.” So, to ensure Michael Waltrip Brewing continues to produce content without hurting its profits. They had someone like Michael Waltrip himself, who is famous enough to drive constant traffic to his brand.

John Andrews reveals Michael Waltrip’s role in his company’s digital innovation

Not every company tend to have a face like Michael Waltrip spreading its growth in a competitive marketing landscape. A two-time Daytona 500 Champion, a NASCAR Fox Sports Analyst and most importantly, an entrepreneur with a love for beer. So, in a space like NASCAR, where brewing companies tend to have a strong foothold in sponsorships. You need to constantly make yourself heard through content. But as Andrews pointed out earlier, only producing content won’t get you anywhere. Neither will there be profits nor will there be growth.

That’s why Andrews leveraged Michael Waltrip’s popularity in the NASCAR world. His passionate connection with NASCAR fans is what gave MWBco the edge in content marketing. As Andrews revealed, “Michael becomes a really great asset for the brand because he’s making content every day and he’s smart.” Michael was recently spotted in the Nashville area after his beer found a distributor in DET. Then he was also spotted at The Gibson Garage to announce the June 1 NASCAR Cup Series race at Nashville Superspeedway.

Before those appearances, Waltrip was also present in Clarksville for Austin Peay State University’s unveiling of Governor’s Golden Ale. His constant presence in different places has helped his company grow from its original brewery in Bristol, Virginia, to have its beers distributed throughout the United States. It is now being projected that more than 100 Michael Waltrip Taprooms will be opened in the next 5 years. And it’s all thanks to Michael Waltrip’s undeniable commitment to the growth of his brewing company.

Our EssentiallySports Think Tank podcast specializes in offering valuable insights from global industry leaders. For more such interviews, stay tuned as we bring more marketing experts to our future podcast episodes. This is EssentiallySports Think Tank—Where Sports Meets Smart Content.