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Motorsports Marketing and Sponsorship Activation Blog




Looking Back on 25 Years...and Getting Excited for the Next 25

Posted by Team SD on 9/22/20 2:03 PM

Tell us how you started SD.

In short? Great timing. I was working with another agency that sold in the associate Shell sponsorship programs with Joe Gibbs and Team Rahal. After a few years, the IndyCar program was doing very well and grew into a primary sponsorship for the 1996 season. At this point, Shell was done buying and realized they needed to heavily activate their investment to ensure ROI. Shell asked if I could work with Team Rahal to manage the activation and customer needs of our new primary sponsorship of Bryan Herta. Of course, I said yes! Sport Dimensions was officially born in November of 1995.

Topics: Culture

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Topics: Culture

Build Business Value With Your Showcar Program

Posted by Austin Schneider on 9/15/20 8:54 AM

An effective and sustainable way to activate your motorsports sponsorship and engage with your audience is through the use of a strategic showcar program. No longer are the teams people who transport a car to an event, set up some chairs, and endure the day. We have expanded this more traditional program for our clients by integrating them into a larger marketing mix, now leveraging them as Experiential Marketing & Merchandising Teams (EMTs).

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Access B2B Value through Motorsports Marketing

Posted by Team SD on 9/8/20 9:40 AM

In motorsports, the drop of the green flag means go...and go fast. All of that action on the track is compelling for entertainment purposes but what everyone does not see is the action that happens off-track among sponsors and strategic B2B relationships. While sponsorships can cost brands millions of dollars to access the platform, a lot of that "cost" is considered an investment for business development and growth.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

Activating a Diverse Set of Assets

Posted by Austin Schneider on 9/1/20 10:18 AM

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 assets that seem unrelatable, and are not sure as to what to do with them?

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

The Many Ways Motorsports Improves Your Life

Posted by Ron Schneider on 8/25/20 10:33 AM

Even if you don’t realize it, chances are you have benefited from the technical partnerships that exist throughout motorsports in more ways than one. Sports cars in series like IMSA are the closest thing to real world driving and automotive application of technologies that all drivers experience. Learn the various ways the work put in on the track translates to consumer benefits on the road.

Topics: Culture

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Topics: Culture

What Does Your Marketing Do for Your Employees?

Posted by Austin Schneider on 8/18/20 2:41 PM

Understandably so, most marketing is thought of as a way for companies to engage customers or prospective customers in order to increase sales. But what if you had a platform that would allow you to do just that, but also engage your employees?

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

SD 360 Industry

Posted by Team SD on 8/4/20 8:16 AM

Sport Dimensions was founded 25 years ago in 1995. We have seen a lot. We have learned a lot. Mostly, we have grown a lot in that quarter-century stint. We look back on some remarkable work pulled off in impossible scenarios of constrained resources, relentless third-party pressures and an always-changing marketplace. Our evolution has been iterative and constant.

A lot of what has defined us through that time, however, is what we have not done and the choices we have made that have kept us on track. We haven't deviated from expertise. We haven't gone global and opened expensive offices all over the place. We haven't sold to a large parent organization, which is increasingly and shockingly rare for agencies these days. We haven't taken outside investment from parties that may influence how we choose to serve our clients.

Topics: Foundations

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Topics: Foundations

What is Your Objective?

Posted by Austin Schneider on 7/28/20 1:13 PM

This year gives us a good opportunity to zoom out from sports marketing for a moment to take a look at marketing as a whole.

The need to measure your marketing has come a long way since early advertising. The requirements to demonstrate ROI or effectiveness have only intensified for the mainstream since AdWords and other data-rich platforms have been opened up to marketers around the world in every industry.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Thank You, Photographers

Posted by Team SD on 7/21/20 1:15 PM

Motorsports series around the world generate some of the most thrilling and dramatic moments in all of sports. Spectacular finishes and inch by inch battles showcase immense talent.

Less talked about is the behind the scenes work of the men and women that capture these moments for us to enjoy. With events being cancelled, or held without fans, some of the world's best independent photographers have been given a very difficult time.

Topics: Culture

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Topics: Culture

Why Do Sponsorships Fail?

Posted by Ron Schneider on 7/14/20 2:10 PM

Over 30 years of experience in sponsorship activation has exposed us to a wide range of projects. We have seen it all...from massive budgets and high-profile reach in multiple sports, to targeted, grassroots growth. We have also seen plenty of "honeymoon programs" where initial foundations fall short, and we are out to change that by coming forward with thoughtful changes to the approach. We start by taking a closer look at why sponsorships fail.

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