• by Tanya Gazdik , June 9, 2017

NASCAR fans looking for merchandise of their favorite driver or team may notice that the sport's online store has a new look.  

“The newly branded NASCAR Shop reflects the look and feel of our revised brand identity and provides fans with a cleaner and more simplified environment,” Blake Davidson, vice president of licensing and consumer products, NASCAR, tells Marketing Daily. 

NASCAR is running a new TV spot promoting the shop during this Sunday’s race that will air five more times throughout the season, Davidson says. The 30-second spot was produced by NASCAR Productions. 

In December, NASCAR unveiled a new official brand identity that will replace the bar mark used by the sanctioning body since 1976. In addition, the Monster Energy NASCAR Cup Series became the new name of the sport's premiere series beginning this past January.  

"Our new NASCAR mark is modern, timeless, and embraces the heritage of our sport," said Jill Gregory, NASCAR senior vice president and chief marketing officer, in a release. "It was important for us to recognize our history and implement a piece of each previous mark in the new design. Our goal was to evolve the sport's visual identity to make it concise, relevant and functional while respecting and maintaining the unique qualities of the original mark.”

The NASCAR brand identity has been in development since early 2016 as part of a broader effort to refresh the NASCAR brand. It was designed to pay tribute to the history of NASCAR, incorporating elements of all four previous marks since the company’s inaugural season of 1948.