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Motorsports Marketing and Sponsorship Activation Blog




Unofficial Advice for Those Seeking New Sponsorship

Posted by Team SD on 9/21/21 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

What Do These Brands Have in Common?

Posted by Team SD on 9/9/21 11:13 AM

"These" brands may refer to any of your competitors, any of the vendors you buy from, or any of the brands that you look up to. A group of brands with something in common.

It refers to the other brands that have also chosen to invest in a particular driver, series, venue or team with you. If your brand is sponsoring a property, who else is there with you? What brands do you share space with?

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

SD Featured on BlackBook Motorsport: Getting ROI from Your Sponsorships

Posted by Austin Schneider on 9/7/21 9:42 AM

We are a sports marketing and creative agency based in Charlotte, NC and Denver, CO. We seek to be an organic extension of your sales and marketing teams with a special focus on sponsorship activation. At our core, we represent brands that sponsor various properties across motorsports. We also help properties modernize their offerings so that they are best positioned to connect with what sponsors require. We believe that agreeing to sponsor a particular team, driver, series, or venue is only the first step and cannot generate the maximum return on that investment.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Maximizing Motorsports Sponsorship

Posted by Austin Schneider on 8/31/21 1:22 PM

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

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Topics: Marketing Strategy

6 Things an Activation Agency Can Do for Your Business

Posted by Team SD on 8/24/21 10:31 AM

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 program and team.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

4 Pillars of Sponsorship Value

Posted by Team SD on 8/17/21 2:45 PM

We have seen the marketplace adapt to many shifts 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

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Topics: Sponsorship ROI

3 Questions to Ask of Your Sponsorship Program

Posted by Austin Schneider on 8/10/21 8:32 AM

Ends of quarters, ends of event seasons and other "ends of" are fitting times 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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Topics: Best Practices, Sponsorship ROI

What Comes After a Major Event You Sponsor

Posted by Austin Schneider on 8/3/21 10:42 AM

A lot of the work we do revolves some of the world's most well-attended and watched events from the Formula 1 Canadian Grand Prix in Montreal to IndyCar's Indianapolis 500. All eyes are on during the event, and you have heard us chat about what the lead up to an event is like, but what about what happens right after a major event that your brand is sponsoring?

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Finding the Right Platform to Engage Your Customers

Posted by Austin Schneider on 7/20/21 8:32 AM

Sponsorship continues to prove itself beyond a logo on a car. 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 7/13/21 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