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Signing a multi-million sponsorship deal with a multi-year partner may feel like you have just accomplished the most intense work in your brand’s history, but it ultimately marks the beginning more than anything. Investing in motorsport marketing without having an activation strategy in place can be a costly and high-profile mistake. The way you develop sustainable activation programs will be the key to utilizing your sponsorship assets in a holistic and profitable manner.

Topics: Sponsorship ROI

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We believe in a diverse approach to success and that comes from richly talented people collaborating toward common objectives. SD has grown strategically over the last 25 years to bring together expertise from all the major stakeholders of motorsports business. No matter what your objectives are with your sponsorship program, our team has the insight to execute by speaking your language.

Topics: Culture

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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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The world of motorsports marketing is a dynamic, exciting and unique place for your brand to thrive in. You have the opportunity to engage customers, employees and partners through integrated programs across a suite of available assets. We see a lot of brands go all-in to one particular property thinking it is the most convenient option, but it doesn't always produce the best results. When you activate a diverse set of assets, your ROI begins building while remaining flexible to the marketplace.

Topics: Sponsorship ROI

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In an ever-evolving marketplace, we are continually assessing and realigning your activation strategy as necessary to ensure steady growth with your sponsorship program. Sponsorship gets a bad connotation for not being effective and left just as a brand or ego play. It still happens but it is something we are actively working against by proving unique value that can only be found through the right partnerships. It’s our focus to demonstrate how much engagement you can gain from a sponsorship when you approach it with a few foundations.

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With so much information readily available online to consult about sponsorship strategy, brands sometimes ask us "Why do we need to hire an agency?" They wonder why they cannot just go to a property looking for sponsors and deal with them directly without representation or rather hire internally to manage everything. Both are viable options in the short term and in some cases may feel more cost-efficient. Our experience has shown that over a longer term and with more sophisticated operations, you may want to consider an agency partner to help you excel in what is an increasingly unique environment.

Inc. Magazine has done a feature going into more detail about how this relationship works. To expand, we will look into 6 specific ways an agency can provide immediate value to your program and team.

Topics: Motorsports Marketing

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One of the top questions we field from our clients relates to appealing to a younger demographic. It isn't just us, as the shift for many years has been about attracting millennials and keeping them engaged and it has become a top priority for marketing teams as they continue to set goals. We are seeing companies make dramatic changes in effort to serve a new set of consumer behaviors made possible by higher connection, new technologies and faster pace. It seems the way forward is composed of two opposite approaches: improved digital work and unique experiences.

Topics: Motorsports Marketing

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As sponsorship continues to evolve and assume a more complex status for marketing teams, companies need to deploy focused strategies to make the most out of their investments. Unfortunately, many brands struggle to identify an appropriate sponsorship program that would generate significant value, or they fail to develop ideas to utilize their sponsorship properties effectively. If you are set to get involved in sponsorship, there are some common strategy-gaps to identify that might reduce the impact of your program.

Topics: Sponsorship ROI

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Tell us how you started SD.

In short? Great timing. I was working with another agency that sold in the associate Shell sponsorship programs with Joe Gibbs and Team Rahal. After a few years, the IndyCar program was doing very well and grew into a primary sponsorship for the 1996 season. At this point, Shell was done buying and realized they needed to heavily activate their investment to ensure ROI. Shell asked if I could work with Team Rahal to manage the activation and customer needs of our new primary sponsorship of Bryan Herta. Of course, I said yes! Sport Dimensions was officially born in November of 1995.

Topics: Culture

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