FEED

Motorsports Marketing and Sponsorship Activation Blog




Austin Schneider

Austin Schneider

Austin has built his experience around the world in digital marketing, business development and client service. He loves the fast pace of working in sports business and is always excited to collaborate on new projects. An avid motorsports fan of all types, the global and exact nature of F1 is still his favorite.
Find me on:

Recent Posts By Austin Schneider:

The New Expectations with Sponsorship and Sports Marketing

Posted by Austin Schneider on 4/27/21 3:07 PM

The sponsorship world has gotten more and more scrutinized while competition within sports has never been more fierce. This has created a necessary dynamic for teams, series, and venues to be extremely diligent in spending their time and money.

Often that plays out to a service-heavy sales and acquisition process for new sponsorship where you may feel very well looked after, followed by a sometimes tricky “stage 2” where you want to start building and activating. 

Topics: Sports Business

Read More

Topics: Sports Business

Logistics are the Foundation of Great Experiences

Posted by Austin Schneider on 4/20/21 9:52 AM

We believe that hosting customers, partners and employees at an entertainment or sporting event (especially when your brand is endemic to the event) is an excellent way to connect and build relationships. There are opportunities to build rapport in a non-pressurized and relaxed environment that is hard to come by during regular office hours.

Topics: Sports Business

Read More

Topics: Sports Business

Buying a Sponsorship and Not Activating It

Posted by Austin Schneider on 4/6/21 9:11 AM

Buying a sponsorship and not activating it is like...

Topics: Sponsorship Activation

Read More

Topics: Sponsorship Activation

On the Value of Zooming Out

Posted by Austin Schneider on 3/23/21 10:26 AM

I have been asking myself this question a lot lately. Our world is increasingly detail-heavy where the smallest things can make the biggest difference. These things are important, and for me personally, mean a lot. I have to catch myself and zoom out to make sure the detailed work I am focusing on still is tied into the larger picture, the original or changing objectives, etc.

Topics: Culture

Read More

Topics: Culture

How is Your Brand Activating eSports?

Posted by Austin Schneider on 3/16/21 3:22 PM

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

Read More

Topics: Motorsports Marketing

Sponsorship Activation Spotlight: The Entitlement Race

Posted by Austin Schneider on 3/2/21 11:23 AM

There is a lot you can do when your brand "owns" an entire weekend in sports. Few other platforms allow you to build out a multi-dimensional and dynamic weekend like motorsports can. Our partners at Pennzoil continue to iterate and expand on their entitlement of Las Vegas Motor Speedway, even during the transition out of a pandemic. The shift in 2021 has focused to virtual engagements, tokens of appreciation, and unique points of view over onsite experiences.

Topics: Sponsorship Activation

Read More

Topics: Sponsorship Activation

Connecting Sponsorship Programs to Sales Growth

Posted by Austin Schneider on 2/23/21 8:26 AM

We are operating in a complicated, scrutinized, analyzed and need-to-deliver world. In the last few years especially, marketing has jumped to the center of the universe of importance for organizations. For a short while, vanity metrics such as "awareness" and "impressions" seemed to cover the bases. But what happens when large-scale attendance at events is not possible or if there are never any opportunities for your branding to even 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

Read More

Topics: Sponsorship Activation

Delivering Value With Motorsports Sponsorship

Posted by Austin Schneider on 2/16/21 9:56 AM

You can deliver big-time ROI with the right sponsorship activation in place. We define sponsorship activation as what you do with what you own. Simple as that. We also consider activation to be the driving force behind the ongoing value you expect to see from your sports marketing programs.

This can take many forms, but it is bringing your brand to life from things as simple as booth spaces at an event to more sophisticated programs like employee engagement initiatives, sales contests, once-in-a-lifetime experiences, and customer celebrations.

Topics: Sponsorship ROI

Read More

Topics: Sponsorship ROI

2021 and No More Excuses

Posted by Austin Schneider on 1/5/21 8:53 AM

2020 became a magnet for not doing anything and attributing it to the unknown. Doing nothing is significantly easier than taking the risk either on a personal or professional level. Individuals and companies alike. This strategy can work but it is exceedingly unsustainable. When you do nothing, you should expect no results in return.

It is 2021 now with the operating environment remaining largely the same. How will you operate within these lingering constraints that were supposed to be over in a few weeks, after the election, after the new year…?

Topics: Culture

Read More

Topics: Culture

Consistent or Repetitive?

Posted by Austin Schneider on 12/22/20 7:11 AM

Rapidly switching platforms and tactics is a difficult way to find ROI, especially when large amounts of budget are involved. It takes time to grow into a platform - no matter what it is. Leaving behind equity built up is one of the most expensive things marketers can do. We see this a lot in the sponsorship world as part of the 3-and-out issue. Brands come in fast in year one by spending loads of money, and then they have a reality check in year two without much enhancement, then inevitably in year three they fade.

Topics: Marketing Strategy

Read More

Topics: Marketing Strategy