Hendrick Motorsports

Fan Insights & Storytelling Strategy

4FRONT was brought in to support Hendrick Motorsports’ brand partnerships team with key insights and storytelling for sponsorship pitches for priority prospects.


  • Collaborated with Hendrick’s digital marketing team to refine HendrickNation subscriber base and discover new sources of 1st party data
  • Kicked off the relationship with Fan DNA report analyzing demographics, behaviors, and attitudes of Hendrick Motorsports site visitors. Used insights from Fan DNA to guide Sponsor Discovery report findings which covered categories ranging from retail to B2B technology services
  • Used a Prospect Scoring Model to grade specific brands on a weighted scale of inputs ranging from financial performance, audience alignment with Hendrick Fans, and sports sponsorship spending. Highest-scoring brands were prioritized in sales outreach.
  • Delivered custom insights and storytelling for brand-specific pitches, highlighting key selling points and attributes of Hendrick’s fan base

With 4FRONT’s findings, Hendrick Motorsports had new reasons-to-call for key sponsorship conversations and went to market with new storytelling angles having a much stronger idea of the make-up of their audiences and what makes them unique.

Share on twitter
Share on facebook
Share on linkedin

Go Ahead, Look Around

Press & News

The Future of Art, Heart, & Science: 4FRONT is Acquired by Legends

Legends announced today the acquisition of 4FRONT, a global data and analytics, innovation, and digital media agency. 4FRONT will retain its company name and operate as part of Legends Global Technology Solutions division, building on Legends’ expertise in data consulting and digital activation.

top view of men playing ice hockey
Press & News

We Know Hockey

4FRONT is a global sports marketing and consulting firm that helps hockey organizations around the world drive revenue streams and innovate through marketing, sponsorships, ticket sales, data analytics and memberships.