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Motorsports Marketing and Sponsorship Activation Blog




The Definitive Guide to Motorsports Marketing

Posted by Team SD on 5/4/21 10:51 AM

The nearly $6 billion world of motorsports marketing is a challenging, rich and intensely exciting realm to operate in. Some of the largest brands in the world have built their presence from simple grassroots programs to dynamic, multi-series dynasties. From the outside looking in, they make it look easy. But for marketing managers, executives, and those interested in working with motorsports sponsorship programs to market their business it can quickly become overwhelming without the right know-how and support in your corner.

Topics: Motorsports Marketing, Foundations

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Topics: Motorsports Marketing, Foundations

The New Expectations with Sponsorship and Sports Marketing

Posted by Austin Schneider on 4/27/21 3:07 PM

The sponsorship world has gotten more and more scrutinized while competition within sports has never been more fierce. This has created a necessary dynamic for teams, series, and venues to be extremely diligent in spending their time and money.

Often that plays out to a service-heavy sales and acquisition process for new sponsorship where you may feel very well looked after, followed by a sometimes tricky “stage 2” where you want to start building and activating. 

Topics: Sports Business

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Topics: Sports Business

Logistics are the Foundation of Great Experiences

Posted by Austin Schneider on 4/20/21 9:52 AM

We believe that hosting customers, partners and employees at an entertainment or sporting event (especially when your brand is endemic to the event) is an excellent way to connect and build relationships. There are opportunities to build rapport in a non-pressurized and relaxed environment that is hard to come by during regular office hours.

Topics: Sports Business

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Topics: Sports Business

When Heritage, Storytelling and Activation Come Together

Posted by Team SD on 4/13/21 10:16 AM

A few years ago, the great minds at NASCAR and Darlington Raceway created the now hyper-popular “Throwback Weekend” to celebrate the dynamic heritage found in every corner of motorsports. In years past, our clients at Shell have used iconic paint schemes from the past from NASCAR and the other series they are involved to tell a story and participate in a way only they can.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Buying a Sponsorship and Not Activating It

Posted by Austin Schneider on 4/6/21 9:11 AM

Buying a sponsorship and not activating it is like...

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Align Your Marketing Strategy with the Right Platform

Posted by Todd Stonis on 3/30/21 2:22 PM

When you invest in any type of marketing program, zooming out to understand the full scope of what you can do with it right from the start can be extremely valuable. While running digital ads and accessing traditional media still plays an important role, sponsorship brings your brand to life and gives you access to an entirely new platform. You just need to make sure it is the right one for your brand and the audience you are looking to engage with.

Topics: Marketing Strategy

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Topics: Marketing Strategy

On the Value of Zooming Out

Posted by Austin Schneider on 3/23/21 10:26 AM

I have been asking myself this question a lot lately. Our world is increasingly detail-heavy where the smallest things can make the biggest difference. These things are important, and for me personally, mean a lot. I have to catch myself and zoom out to make sure the detailed work I am focusing on still is tied into the larger picture, the original or changing objectives, etc.

Topics: Culture

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Topics: Culture

How is Your Brand Activating eSports?

Posted by Austin Schneider on 3/16/21 3:22 PM

Marketing has expanded in new and exciting ways. Even at the core, marketing has changed. It is not just about selling a product but also providing a compelling experience. When it comes to sports, the marketing strategies are in a constant state of flux - traditional ideas are changing rapidly and new ideas are showing great signs of promise and progress.

Especially in motorsports, eSports is one of these new verticals that can’t be missed.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

Top 3 Ways Ambassador Relationships Can Increase Sponsorship ROI

Posted by Mallory Benson on 3/9/21 1:49 PM

Influencer marketing is a category of marketing that focuses on using celebrities or key leaders to drive a brand’s message. It is a tier of social media that utilizes influencers for endorsements and product mentions. Social content creators with niche audiences can add a lot of value to a brand that traditional marketing doesn’t instantly offer. Yet another area of marketing rapidly changing, we have found a new dimension to these arrangements is to look further than influencers and build ambassadors.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Sponsorship Activation Spotlight: The Entitlement Race

Posted by Austin Schneider on 3/2/21 11:23 AM

There is a lot you can do when your brand "owns" an entire weekend in sports. Few other platforms allow you to build out a multi-dimensional and dynamic weekend like motorsports can. Our partners at Pennzoil continue to iterate and expand on their entitlement of Las Vegas Motor Speedway, even during the transition out of a pandemic. The shift in 2021 has focused to virtual engagements, tokens of appreciation, and unique points of view over onsite experiences.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation