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Sponsorship can be an integrated alternative to traditional media marketing and a platform where consumers are receptive to hearing your message. The data points to how motorsports, and also emerging sports, score much higher than the average messaging engagement figures captured by SportsBusiness Journal in their annual online survey.

Recent growth for motorsports across mainstream media and audiences has also been a boon for new sponsorship programs. Add-on value like Netflix's Drive to Survive and Race show how the on-track product can be enhanced through thoughtful storytelling in a different venue.

Topics: Sports Business, Motorsports Marketing

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One of the most complex and intriguing forms of marketing over the years has been sponsorship. The industry has evolved massively from logos and egos to rapidly advancing technical partnerships on a global scale. There is no longer room for passive sponsorship management.

Executive teams are demanding clear ROI formulas to be delivered regularly to ensure maximum value is created with every dollar of investment. We believe there is no "silver bullet” in sports marketing that boils everything down to one number because there are too many extraordinary ways to activate sponsorships with your most important stakeholders. The storytelling, the emotion, the passion and some of the other more intangible elements sponsorship brings to your brand is a healthy balance to the data-heavy traceability of digital marketing. 

Topics: Sponsorship ROI, Foundations

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Let's zoom out from sports and sponsorship for a moment to take a look at marketing as a whole.

The need to measure your marketing has come a long way since early advertising. The requirements to demonstrate ROI or effectiveness have only intensified for the mainstream since AdWords and other data-rich platforms have been opened up to marketers around the world in every industry.

Topics: Sponsorship ROI

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Sponsorships are high profile, and therefore are highly scrutinized as part of the overall marketing strategy. Often, this will leave brands thinking that if their logo isn’t part of a winning team then the business side of their involvement isn't winning either. These two things do not have to go hand-in-hand, and by developing the right brand activation programs your sponsorship can evolve into a business or technical partnership that reaches far beyond shared logo space.

Topics: Sports Business

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When you enter into something as specific as a motorsports sponsorship to promote your product, service or technology, it is going to pay off to consult experts before you invest any resources. It is hard to know for sure which way is the way forward when this environment functions so much different than other platforms.

In the short run, you will be temporarily "busier" with bringing an agency partner up to speed on your objectives and projects. It takes a bit of time to onboard properly, and this can be a source of fear in starting something new.

Topics: Sports Business

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You are in the increasingly familiar position of doing more with less, but what do you do when you step into a new role, have a whole bunch of assets that seem unrelatable, and are not sure as to what to do with them?

Topics: Sponsorship Activation

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In motorsports, the drop of the green flag means go...and go fast. All of that action on the track is compelling for entertainment purposes but what everyone does not see is the action that happens off-track among sponsors and strategic B2B relationships. While sponsorships can cost brands millions of dollars to access the platform, a lot of that "cost" is considered an investment for business development and growth.

Topics: Motorsports Marketing

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Marketing your product and service through sponsorship offers a different experience than if you were to market through more traditional media or even a digital platform. There are more risks, more challenges, more opportunities, and ultimately a host of unique benefits that come along with marketing through sports business. The differences involved may have led you to never try sponsorship before. 

Topics: Sports Business

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Over 30 years of experience in sponsorship activation has exposed us to a wide range of projects. From massive budgets and high-profile reach in multiple sports to targeted, grassroots growth...we have seen it all. We have also seen plenty of "honeymoon programs" where initial foundations fall short, and we are out to change that by coming forward with thoughtful changes to the approach.

We start by taking a closer look at why sponsorships end up less successful than planned.

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Sponsorship activation is what you do with what you own. Simple as that.

This can take many forms, but activation is all about bringing your brand to life from things as simple as booth spaces at an event to more sophisticated programs like employee engagement initiatives, virtual engagements, sales contests, once-in-a-lifetime experiences, and customer celebrations.

Topics: Sponsorship Activation

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