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For many years, rights holders and properties did not need to change their model to reflect a more dynamic marketplace. Things were simpler and were valued in a more basic way. Digital platforms have shaken that up dramatically for industries of all forms.

Only recently are we starting to see sports look for new evolutions in the way they are presented and consumed. SportsBusiness Journal recently covered the changing sponsorship model of NASCAR and we thought it deserved some extra analysis from the agency side.

Topics: Sports Business

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Bill Gates once said, "Whether it’s Google or Apple or free software, we’ve got some fantastic competitors and it keeps us on our toes."

No matter what kind of business you operate in, an attitude like Bill Gates' is essential for long-term success and growth. This kind of competition with the new challenging the established is critical to progress. Look at the world's largest airplane manufacturers as an example. The younger Airbus recently completed 50 years of successful airplane operations and the more established Boeing made a fun video for them as a tribute.

Topics: Motorsports Marketing

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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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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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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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Signing a $12 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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The 103rd Running of the Indianapolis 500 has had us on the edge of our seats for nearly the whole month of May. The 30 days of anticipation building to the event is certainly what makes it special for fans and competitors alike. It's one thing to watch it all unfold on TV, but it is a completely different experience to be there.

I was lucky enough to be there for the event and I wanted to let you in behind-the-scenes a bit to show you how it all looked like from the eyes of our team.

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Each year at the end of May, this year on May 26, some of the world’s leading companies all share one thing in common - a global cheering section. With three of the world’s largest motorsports series all competing on one day right next to each other, some brands will get nearly 12 hours of exposure to millions of engaged fans in F1's Monaco Grand Prix, IndyCar's Indianapolis 500, and NASCAR's Coca-Cola 600.

Topics: Motorsports Marketing

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Your brand's heritage is an invaluable asset that your marketing team already has access to. Thinking back to the beginning of your brand, this journey will illustrate all that you have done, created and produced over years of building. Your past is storytelling that no other competitor can duplicate and that no amount of money can purchase. 

The last weekend in May brings together some of the most impressive brands on the world's most impressive stage for live events. In one day, you will have the 103rd Running of the Indianapolis 500, the 90th running of the Monaco Grand Prix and a celebration of 60 years of racing at Charlotte Motor Speedway. We expect to see a massive celebration of heritage in different forms throughout the weekend.

Topics: Culture

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Topics: Sponsorship ROI

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