Baylor University’s Hankamer School of Business recently received funding from The Wharton School’s Wharton Customer Analytics Initiative to use RFID in part to study fan engagement with sponsors at NASCAR sporting events.

The study collected data over the course of three days at the last NASCAR race of the season at the Homestead-Miami Speedway. RFID stations were placed around the venue and fans entering a promotional contest were able to check in at various points during the race.

The RFID study combined real-time data of when fans engaged sponsors with data from a post-race survey, enabling sponsors to know the return on their investment in sports. The RFID stations recorded where fans went and what they saw and experienced when in proximity to sponsor displays or signage while at the event.

This enabled us to quantify the value of targeting passionate fans who spend more time at events compared to passive fans who may attend or watch on TV but aren’t fully engaged, said Kirk Wakefield, Ph.D. of Baylor University’s Hankamer School of Business.