Motorsports Marketing and Sponsorship Activation Blog

When Heritage, Storytelling and Activation Come Together

4/13/21 10:16 AM

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.

This year’s was special. It was the first time we put together a surprise for current driver Joey Logano, and it’s safe to say that we made an impression.

It all started with Joey’s regularly scheduled appearance on FOX Sports 1’s Race Hub. Motorsports Legend Mario Andretti dropped in to reveal the scheme to a surprised Logano, who had not seen the car or known about the tie to Andretti beforehand. Watch the full segment below, courtesy of FOX.

HubSpot Video

The special scheme for this year’s Throwback Weekend at Darlington mimics the Shell-sponsored Ferrari design that Mario drove to his first Formula One win in 1971 at the Kyalami track in South Africa – 50 years ago. Andretti would go on to win 12 total F1 races including the 1978 World Championship.

Andretti, a current Shell multi-retail store owner in California, first crossed paths with Roger Penske at an IndyCar rookie test in the late 1960s. Penske was giving up the driver’s seat to run his team and car business while Andretti’s career was just beginning to take shape.

A few years ago, Mario sent a special message and congratulations to Joey Logano following his 2015 Daytona 500 win and told him “it was about time another Italian won that race!” Mario won the 1967 Daytona 500.

This type of moment can only be executed by celebrating and embracing your brand’s heritage, crafting a unique story that your audience will find valuable and aligning everyone involved to bring it to life.

We are excited to be part of the story and even more excited to see this one on track.

Topics: Sponsorship Activation

Team SD

Written by 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.