FEED

One of the greatest periods in motorsports is the final weekend in May. The United States celebrates Memorial Day and three of the world’s largest series all compete throughout the weekend across Monaco (F1), Indianapolis (INDYCAR) and Charlotte (NASCAR). Corresponding with all of the racing action are generally a host of announcements from organizations looking to fully leverage the weekend’s platform.

Topics: Motorsports Marketing

NASCAR's upcoming All-Star race at North Wilkesboro Speedway has every opportunity of being like one of our favorite sports moments of the last few years - the MLB's Field of Dreams game and recreation. Let's take a look back at what made the MLB's event so special in hopes of seeing NASCAR pull through similar memories. Enjoy the special preview of the weekend at the end.

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

For us, 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 sponsors a property, who else is there with you?

What brands do you share space with?

Topics: Motorsports Marketing

A few years ago, the great minds at NASCAR and Darlington Raceway created the now hyper-popular “Throwback Weekend” to celebrate the dynamic heritage found in every corner of motorsports. In years past, our clients at Shell have used iconic paint schemes from the past from NASCAR and the other series they are involved to tell a story and participate in a way only they can.

We are in the middle of planning our latest throwback celebration for 2023, and we thought it would be fun to look back on some of our favorite throwback work over the last couple of years.

Topics: Sponsorship Activation

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

The last few years have introduced some remarkable companies into the world of sponsorship. Shifting audience demographics, especially from F1, has encouraged brands young and established to get back into the race with a variety of partnerships. 

The established brands are looking for a way to build relationships with the new audience while the startup brands are looking to gain trust by association. Ford's re-entry into F1 showcases this beautifully, and we love their promotional launch video linked below. It shows how much more these relationships are than plain sports sponsorships.

Topics: Motorsports Marketing

Sponsorship ROI does not happen with a magic wand. You cannot spend a lot of money on sponsorship, sit back, relax and watch the new business come in. You must build unique programs using a strategic mix of assets that best aligns with your ongoing business objectives. This requires a variety of specialties working in harmony to generate maximum value for your brand.

Topics: Foundations

So many elements go into a well-run and well-considered marketing strategy. We have been experiencing a massive shift with marketers moving their budget and resources toward digital resources - putting millions of dollars behind search campaigns, YouTube advertising, promoted social media posts and more.

That has been what is stealing the headlines, anyway. Quietly behind the scenes, event specialist Bizzabo tells us that 80% of marketers still believe live events (even when needing to run them virtually) are critical to their company's success. Live events are a broad topic and platform in their own right. It could be proprietary events, sponsored presentations, webinars, or even smaller lunch & learn type concepts.

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

Topics: Marketing Strategy, Foundations

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

One of the most complex and intriguing forms of marketing over the years has been sponsorship. The industry has evolved massively from logos and egos to rapidly advancing technical partnerships on a global scale. There is no longer room for passive sponsorship management.

Executive teams demand clear ROI formulas to be delivered regularly to ensure maximum value is created with every dollar of investment. We believe there is no "silver bullet” in sports marketing that boils everything down to one number because there are too many extraordinary ways to activate sponsorships with your most important stakeholders. The storytelling, the emotion, the passion and some of the other more intangible elements sponsorship brings to your brand is a healthy balance to the data-heavy traceability of digital marketing. 

Topics: Sponsorship ROI, Foundations