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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.
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Recent Posts By Austin Schneider:

Activating a Strategic Mix of Assets

Posted by Austin Schneider on 4/12/22 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

How is Sponsorship Different Than Other Marketing?

Posted by Austin Schneider on 3/29/22 2:07 PM

Marketing your product and service through sponsorship offers a different experience than if you were to market through more traditional media or even a digital platform. There are more risks, more challenges, more opportunities, and ultimately a host of unique benefits that come along with marketing through sports business. The differences involved may have led you to never try sponsorship before. 

Topics: Sports Business

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Topics: Sports Business

What Even is Sponsorship Activation?

Posted by Austin Schneider on 3/15/22 9:41 AM

Sponsorship activation is what you do with what you own. Simple as that.

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

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Changing the Timeline

Posted by Austin Schneider on 2/2/22 3:33 PM

Instead of quarterly earnings, what about annual earnings?

How far have you come in five years?

What are you working on now that might not return anything for many years?

Topics: Culture

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Topics: Culture

Sponsorship Rights vs. Sponsorship Activation

Posted by Austin Schneider on 1/25/22 3:26 PM

What sounds like a simple difference in wording turns out to be the most important distinction in sports business. As digital media continues to command more of our attention and marketing dollars, there have been some important changes to traditional approaches to sports and entertainment. To maximize value for your brand, the key is finding the balance of investment between sponsorship rights and activation programs. 

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

How to Make the Most of Your Event Weekend

Posted by Austin Schneider on 1/20/22 12:02 PM

While an event often only lasts a couple of days for guests and customers, it took months of your team's time and resources to make the magic happen. You want to go into an event as prepared as possible to maximize the marketing and business value you can build from it. That often means extending the activation beyond the event itself and organizing different formats of engagement for in-person and virtual audiences.

Topics: Best Practices, Sponsorship ROI

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Topics: Best Practices, Sponsorship ROI

New vs. Effective

Posted by Austin Schneider on 1/5/22 12:49 PM

Which would you rather have in your marketing strategy?

Topics: Marketing Strategy

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Topics: Marketing Strategy

Putting all of Your Budget in One Asset

Posted by Austin Schneider on 11/2/21 2:02 PM

The famous saying goes, "don't put all your eggs in one basket," because what happens if something goes wrong with that basket? What happens to your eggs?

Topics: Marketing Strategy

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Topics: Marketing Strategy

Stay Nimble

Posted by Austin Schneider on 10/27/21 2:57 PM

Things change fast in this market. Cycles are speeding up, value perceptions actively shift, sponsorship strategies look significantly different than just two years ago. These changes are made more challenging by regulatory environments presenting in surprising ways that restrict the kinds of activation you can leverage.

Topics: Culture

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Topics: Culture

The Underrated Ingredient to Sponsorship Value

Posted by Austin Schneider on 10/19/21 9:44 AM

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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Topics: Sponsorship ROI, Motorsports Marketing