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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:

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

5 Questions We Get Asked About Motorsport Marketing

Posted by Team SD on 3/1/22 9:38 AM

Motorsports is an exciting, effective, and fast-paced world to bring your brand to life. With many opportunities to take advantage of, onsite and offsite, a successful program requires some planning. There are some key questions here to get you started, followed up by a link to the ultimate guide to motorsports marketing, a place for you to pick up the fundamentals.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

A Tale of Two Agencies

Posted by Team SD on 12/7/21 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 get started. 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

Field of Dreams

Posted by Team SD on 12/1/21 11:32 AM

We were thinking back on some of our favorite moments this year and one example kept coming up. The MLB's Field of Dreams game and recreation. We believe in the creative uses of your property to tell stories, enlighten audiences and engage business. While most of our time is spent activating motorsports, we thought this project was exemplary and deserved another look.

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The Impossible Route: How a Viral Cycling Challenge Built New Business Materials in Less Than One Week

Posted by Team SD on 11/17/21 8:17 AM

The Impossible Route is an inspirational, ambitious and beautiful cycling documentary that is unbelievable until you watch the actual episodes yourself. What started as a personal challenge between two highly capable cyclists is now a growing community-based movement. The program had amazing content and millions of engaged viewers but did not yet have a polished set of B2B materials to share the story with prospective clients. From introduction to first pitch, we built the organization's new materials in one week.

Topics: Best Practices

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Topics: Best Practices