NASCAR fans are some of the most loyal and passionate fans in sport. In 2008, NASCAR partnered with Vision Critical to improve their fan experience and increase viewership. The result is a 12,000-member panel known as the “Official NASCAR Fan Council.” This panel is so popular that fans have to get on a waiting list for the chance to join. Since inception, the Fan Council has helped NASCAR triple research while cutting costs by 80%. As of 2011, engagement is up, TV ratings are rising and feedback has sparked positive changes to the sport itself.