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Motorsports Marketing and Sponsorship Activation Blog




Unofficial Advice for Those Seeking New Sponsorship

Posted by Team SD on 2/17/20 11:41 AM

We are often asked if our agency is responsible for selling news sponsorships on behalf of teams, drivers and other properties. While there are some excellent agencies in this world that do just that, we are emphatically focused on representing sponsors to make sure they gain the most value possible out of their investment. 

Topics: Sports Business

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Topics: Sports Business

Sponsorship Activation Spotlight: Storytelling

Posted by Team SD on 2/11/20 1:33 PM

The 104th running of the Indianapolis 500 was 104 days away on Monday, February 10. Along with our friends and partners at Shell and Pennzoil, our content team developed a story that celebrated one of the most iconic setups in Indianapolis Motor Speedway history. Driver Helio Castroneves, sponsor Pennzoil and the Indy 500.

Earlier in the year, we went out to the historic race track at one of the few times of the year when it stood empty. We sat down with the infinitely knowledgeable Donald Davidson, the historian of IMS, and Helio himself to discuss the last 20 years of impact Helio has had on the sport and venue.

Topics: Marketing Strategy

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Topics: Marketing Strategy

How Does Sponsorship Work With Your Marketing Strategy?

Posted by Ron Schneider on 2/3/20 5:21 PM

Your marketing strategy is likely comprised of various campaigns and platforms to reach and engage your target audience. We have seen how an explosion of digital and social media has shifted the landscape for brands. Ads are being skipped at record pace, and various types of advertising have become noisy. Even $5.6m Super Bowl ads are not immune to the new consumer that is more interested in relevance and experience than a fancy ad production.

Topics: Marketing Strategy

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Topics: Marketing Strategy

Finding the Right Platform to Engage Your Customers

Posted by Austin Schneider on 1/27/20 8:32 AM

Sponsorship continues to prove itself beyond a logo on a jersey. In the last 10 years, the business side of sports has exploded and has opened up year-round opportunities to engage your customer base. This expanded hunt for value in sponsorship has turned these brand and team relationships into full on B2B partnerships that extend far beyond the race track.

Activate your sponsorship with a dynamic approach that engages your customer base where they are. 

Topics: Marketing Strategy

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Topics: Marketing Strategy

To All the Brands Tired of Being Pitched

Posted by Austin Schneider on 1/21/20 12:15 PM

A lot of cold, incoming pitches are likely to be in the form of short-term or stunt-based concepts that are "turnkey" and "guaranteed for millions of impressions." The writing in these pitches is tempting to bite on because they are often written like click bait.

Topics: Marketing Strategy

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Topics: Marketing Strategy

Exploring Why Sponsorship Works More Than Ever in 2020

Posted by Todd Stonis on 1/14/20 2:45 PM

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.

Topics: Sports Business, Motorsports Marketing

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Topics: Sports Business, Motorsports Marketing

SD Helps Launch a New Sports Car Series

Posted by Austin Schneider on 1/7/20 11:03 AM

It is no small feat to start and launch a new motorsports series. There are many stakeholders involved, the scale is massive, logistics count for a lot, and the lead time required to do it properly is usually the breaking point. If you have the team to pull it off, it sure is a beautiful thing when it all comes together. That's just what Rob Morgan has done with GT Celebration, the new class in sports car racing.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

Align Your Marketing Strategy with the Right Platform

Posted by Todd Stonis on 12/17/19 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

If You Work in Logistics, Here is Why You Need to Pay Attention to Sponsorship

Posted by Austin Schneider on 12/5/19 10:48 AM

If you are an up and comer providing logistics services like freight and delivery, you might be looking for ways to tell the story of how you build value behind the scenes. Marketing your business to gain maximum visibility may seem to be a tough goal if you are not ready to embrace innovative and robust marketing strategies that have some sort of clear return.

Being involved in logistics automatically means you have more functional ways to promote your work outside of traditional media like TV and digital ads. It is also a great industry to use as an example as we break down the myths that sponsorships are not effective and no more than expensive billboards. When activated correctly, sponsorship is one of the most effective marketing platforms available.

Topics: Marketing Strategy

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Topics: Marketing Strategy

Maximizing the ROI of Your Sponsorship Program in 2020

Posted by Team SD on 12/3/19 11:18 AM

Possibly 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.

Topics: Sponsorship ROI, Foundations

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Topics: Sponsorship ROI, Foundations

 

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