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Many factors can bring value from your sponsorship program back to your business. 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

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Our area of focus in the sports business world might be 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 primary 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

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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 unrelatable assets, and are unsure what to do with them?

Topics: Sponsorship Activation

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We are operating in a complicated, scrutinized, analyzed and need-to-deliver world. Marketing has jumped to the center of the universe of importance for organizations. For a while, vanity metrics such as "awareness" and "impressions" seemed to cover the bases. But what happens when large-scale attendance at events is impossible or if there are never any opportunities for your branding even to be seen in the traditional sense?

Executives and board members have correctly been asking an insightful question, “impressions are great, but then what?"

Topics: Sponsorship Activation

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From events to teams to the entire 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

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There is never a bad time to review your suite of partnerships to make sure you are making the most out of new and ever-changing assets. It also can provide a window to consult with an objective third party that will be able to identify opportunities and hang-ups more efficiently. To get you started, let these three questions guide you toward a more productive and value-based sponsorship program.

Topics: Best Practices, Sponsorship ROI

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Never before in history have you had more choices as a consumer or as a decision maker. Lower barriers to entry and greater access to large audiences have fueled an unprecedented expansion of options big and small. In your personal life, that means choices like clothing brands, apps to use, sparkling water flavors, movies to see, songs to listen to, books to learn from…and just about every other corner of your passions. 

Topics: Marketing Strategy

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Which would you rather have in your marketing strategy?

Topics: Marketing Strategy

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The $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.

This post is part of Foundations - a series of always-updated content to bookmark to guide your journey through sports marketing and sponsorship.

Topics: Motorsports Marketing, 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 activation agency 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 sports business program.

Topics: Motorsports Marketing

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