FEED

The first thing that you need to know is that the business of sport starts in the marketing department of your company. Often, that is where the decisions are made when brands mix in with sports, but it does not (and probably should not) end there. We are going to explore the tactics, mechanics, and strategies of today’s leaders in sports business and gain an understanding of how you too can leverage this dynamic platform to better your business.

During our time together here, we will crunch some definitions, bust some myths, define some jargon and get you to a place to be dangerous the next time a team or venue approaches you for sponsorship.

Topics: Sports Business, Foundations

Read More

The famous saying goes “don’t put all your eggs in one basket,” because what happens if something goes wrong with that basket? What happens to your eggs?

Topics: Marketing Strategy

Read More

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

Read More

We have seen the marketplace adapt to many shifts through the last 25 years across our work in different series, sports, brands and partners. Now more than ever, these essential pillars of value are shining through the more mainstream vanities such as views, attendee counts, and impressions. 

You will find new and fresh value when your organization limits the inbound noise to focus on these core principles. These principles have been distilled down to their most essential form so you can get right to it.

Topics: Sponsorship ROI

Read More

The last few months of alternate realities have made brands question the effectiveness and resilience of their investments across all forms of business. Still, for some reason, marketing is the first cut when times become uncertain. This has opened up some gaps in traditional approaches to sponsorship - which relied solely on "butts in seats."

Topics: Sports Business

Read More

We read a great article from one of our favorite marketers, Seth Godin. It was all about the decisions you tend to do only once (maybe twice) and how you automatically have an experience disadvantage when you go enter these decisions.

Wildly, these decisions all happen to be quite significant. He mentions planning a wedding, raising money from venture capitalists and applying to college as examples of things you will likely do very few times.

Topics: Motorsports Marketing

Read More

From events to teams to entire racing series, there are many ways for your brand to leverage this platform as part of your marketing strategy. You know what they say, “there’s strength in numbers,” and being partnered with a motorsports property can be incredibly beneficial to your brand - even if that means hooking into an iRacing event. Heightened visibility, increased sales, differentiation and unique assets make this one of the most exciting platforms to be involved with. It is a different world, so there are some things to consider before heading in.

Topics: Marketing Strategy

Read More

Our area of focus in the sports business world might come off pretty specific to most, and that's how we like it. We were poking around some broader trends in the sponsorship world and what we found was pretty remarkable. 70% of sponsorship spending is directed at sports. The next bucket of sponsorship investment? 10% on entertainment properties such as the Academy Awards and Grammys. These figures point to the idea that an investment in sponsorship is rich with opportunities for brands to showcase their story authentically.

Topics: Sponsorship Activation, Foundations

Read More

Many factors make a marketing campaign program successful. There are also a handful of elements your team needs to look out for that can slow down your progress. One of the most under-the-radar factors that will sink a campaign before it even gets off the ground is a lack of internal communication.

This is especially critical during times of uncertainty or when outside factors are influencing the overall marketplace. When things are not normal, it does not mean there aren't opportunities - they just may look different.

Topics: Sponsorship ROI, Motorsports Marketing

Read More

You are kicking into the new season with a host of new opportunities to capitalize on. As you continue to plan around marquee events coming up, make the most out of your strategic planning meetings. These three questions will guide you toward a more productive and value-based sponsorship program.

Topics: Best Practices, Sponsorship ROI

Read More