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Motorsports Marketing and Sponsorship Activation Blog




Team SD

Team SD

Leveraging a wide range of experience in sports marketing and sponsorship activation, our team is always looking to add value. We love collaborating with each other and we write together with you in mind.
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Recent Posts By Team SD:

Does Your Brand Need Sponsorship Support?

Posted by Team SD on 11/8/22 11:28 AM

Sometimes the biggest challenge of getting started with a new project is fighting the unknown. When you don't know what you need, you don't know how to start. This can be especially frustrating for the different parties in sports marketing that come together to make the whole environment work. Fortunately, there are plenty of resources to support your brand and maximize the opportunities to succeed.

We have outlined the differences to provide some guidance on the value two different types of agencies can bring.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Building ROI With What You Already Own

Posted by Team SD on 10/4/22 1:33 PM

Your first couple of months and years as a new sponsor will introduce you to the most significant sources of ROI that you can gain from the partnership. It is essential to activate these sources that serve as the foundation of your program. But what happens when you are ready to introduce more sophistication into your program?

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Agency Roundtable with SportsPro Media

Posted by Team SD on 8/10/22 10:48 AM

Ahead of the 2022 BlackBook Motorsport Forum, we sat down with SportsPro Media as part of their agency roundtable series to share our thoughts on the state of sponsorship. 

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How Does a Sponsorship Work Once You Sign the Contract?

Posted by Team SD on 7/12/22 11:33 AM

Signing a major sponsorship deal with a multi-year partner may feel like you have just accomplished the most intense work in your brand’s history, but it ultimately marks the beginning more than anything. Investing in motorsport marketing without having an activation strategy in place can be a costly and high-profile mistake. The way you develop sustainable activation programs will be the key to utilizing your sponsorship assets in a holistic and profitable manner.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

What is the Makeup of a Sports Marketing Agency?

Posted by Team SD on 6/28/22 12:41 PM

We believe in a diverse approach to success and that comes from richly talented people collaborating toward common objectives. SD has grown strategically over the last 25 years to bring together expertise from all the major stakeholders of motorsports business. No matter what your objectives are with your sponsorship program, our team has the insight to execute by speaking your language.

Topics: Culture

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Topics: Culture

7 Common Mistakes With Sponsorship Programs

Posted by Team SD on 6/14/22 10:16 AM

As sponsorship continues to evolve and assume a more complex status for marketing teams, companies need to deploy focused strategies to make the most out of their investments. Unfortunately, many brands struggle to identify an appropriate sponsorship program that would generate significant value, or they fail to develop ideas to utilize their sponsorship properties effectively. If you are set to get involved in sponsorship, there are some common strategy gaps to identify that might reduce the impact of your program.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

When Sponsorships Become Partnerships

Posted by Team SD on 6/1/22 2:10 PM

One of the greatest periods of time 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

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Topics: Motorsports Marketing

Maximizing the ROI of Your Sponsorship Program in 2022

Posted by Team SD on 5/10/22 2:17 PM

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 are demanding 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

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Topics: Sponsorship ROI, Foundations

How do B2B Relationships Work in Motorsports?

Posted by Team SD on 4/5/22 12:15 PM

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

6 Things an Activation Agency Can Do for Your Business

Posted by Team SD on 3/8/22 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 sports business program.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing