# Graza boosts brand awareness through NASCAR partnership

The olive oil brand aims to expand market share with sports sponsorship.

- **Source:** [Marketing Dive](https://www.marketingdive.com)
- **Published:** 2026-09-03
- **Topic:** [Business](https://brifing.si/c/business)
- **Original article:** <https://www.marketingdive.com/news/how-graza-hopes-to-lap-the-competition-with-some-help-from-nascar/829333/>
- **On Brifing:** https://brifing.si/s/fc07f9c0-f669-4fff-b501-fb6f804ad7e5

## Graza's growth strategy

Olive oil brand Graza, after expanding its product portfolio with mayonnaise, now plans to increase brand awareness through NASCAR sponsorship. VP of Marketing Alex Edelstein states this move will play a key role in market expansion. Founded in 2022, the brand quickly became a rising player in the premium segment. NASCAR's large fan base aligns well with Graza's target audience.

## NASCAR's brand value

NASCAR is a premier motorsports organization generating over $500 million annually in sponsorship revenue. It offers brands an effective platform to reach male consumers aged 18-49. The 2023 season aims to attract over 15 million spectators across 36 races. Demographic alignment is a key motivation for next-gen brands like Graza in this partnership.

## Sponsorship trends in food industry

Food and beverage brands' sports sponsorships increased 42% over the past 5 years. Health-focused brands particularly prefer sports organizations to build consumer trust. 2022 saw food sector sponsorship deals exceed $1.2 billion total value. Graza's move is seen as part of this broader trend.

## Competitive olive oil market

The US olive oil market reached $2.3 billion in 2023. Premium segment sees intense competition with legacy brands like Bertolli and Filippo Berio controlling 65% market share. New generation brands attempt disruption through alternative marketing channels. Graza's NASCAR sponsorship is part of this differentiation strategy.

## Sponsorship operational details

The deal will feature Graza logos on NASCAR vehicles and trackside signage. The brand will also set up product sampling stations during race weekends. The sponsorship package is estimated at $2-5 million. The company expects ROI within 12-18 months.

## Impact on consumer behavior

Research shows sports sponsorships increase purchase intent by 34%. Consumers aged 25-44 particularly show more positive attitudes toward sponsor brands. Graza highlights that 68% of NASCAR fans are receptive to brand loyalty, emphasizing this demographic advantage.

## Digital marketing integration

Graza will complement the NASCAR partnership with social media campaigns. Content will include race footage and driver interviews. The brand plans viral campaigns on TikTok and Instagram using #GrazaRacing. Digital strategy aims to triple the impact of physical sponsorship.

## Industry implications

Experts view Graza's move as a new marketing model in food sector. It reflects how ambitious small brands shift from traditional ads to experiential marketing. If successful, similar collaborations may increase. Graza's pioneering approach could begin a new era in premium food marketing.

## Sources covering this story

- https://www.marketingdive.com/news/how-graza-hopes-to-lap-the-competition-with-some-help-from-nascar/829333/ — 

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_Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._