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 Quaker State have taken the entitlement sponsorship to a completely new level and we are proud to be part of it. Through the title sponsorship of the annual Quaker State 400 NASCAR Monster Energy Cup race at Kentucky Speedway, the brand has continued to engage its partners, employees and customers in new and exciting ways.
Things like unique viewing spaces, once-in-a-lifetime experiences, and special access are what really blow the mind of your guests. With the entitlement, these assets were prioritized and leveraged at multiple different levels so that Quaker State could tailor their experiences exactly to different audiences. As a sponsor, your guests can be anyone from leading customers to high-producing employees. They can also be prospects, or people you are looking to build relationships with. Being at the race track provides a casual and friendly environment to get to know each other and move discussions forward.
With the clear need for marketing ROI and an importance on company culture, brands are continually looking for unique ways to engage customers and employees. With sponsorship and strategic brand activation, this engagement can happen simultaneously. Developing this program has allowed them to provide an entertainment experience that is unique to the event. Everything from engagement zones to hospitality, to VIP "can't-be-bought" experiences is delivered with an entitlement sponsorship. Gaining the access is one thing but the real ROI and value is found in activating these assets strategically.
The value equation is furthered when employees, partners and potential customers see Quaker State become larger than life with brand activation all over Kentucky Speedway. According to NASCAR legend and Grand Marshal for this year's event, Larry McReynolds, Quaker State is the only group to have sponsored the same race at the same track since the very beginning. Having this consistency allows equity to continuously build year after year, something that is difficult to achieve with other forms of media and marketing that is increasingly fleeting.
Does this type of program sound right for your brand? There are opportunities big and small for you to start activating.
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Updated for added value.