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Motorsports Marketing and Sponsorship Activation Blog




Helping Yourself with Expertise

Posted by Austin Schneider on 4/19/22 9:28 AM

When you enter into something as specific as a motorsports sponsorship to promote your product, service or technology, it is going to pay off to consult experts before you invest any resources. It is hard to know for sure which way is the way forward when this environment functions so much different than other platforms.

In the short run, you will be temporarily "busier" with bringing an agency partner up to speed on your objectives and projects. It takes a bit of time to onboard properly, and this can be a source of fear in starting something new.

Topics: Sports Business

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Topics: Sports Business

Activating a Strategic Mix of Assets

Posted by Austin Schneider on 4/12/22 10:18 AM

You are in the increasingly familiar position of doing more with less, but what do you do when you step into a new role, have a whole bunch of assets that seem unrelatable, and are not sure as to what to do with them?

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

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

How is Sponsorship Different Than Other Marketing?

Posted by Austin Schneider on 3/29/22 2:07 PM

Marketing your product and service through sponsorship offers a different experience than if you were to market through more traditional media or even a digital platform. There are more risks, more challenges, more opportunities, and ultimately a host of unique benefits that come along with marketing through sports business. The differences involved may have led you to never try sponsorship before. 

Topics: Sports Business

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Topics: Sports Business

5 Common Pitfalls of Sponsorship Programs

Posted by Ron Schneider on 3/22/22 2:10 PM

Over 30 years of experience in sponsorship activation has exposed us to a wide range of projects. From massive budgets and high-profile reach in multiple sports to targeted, grassroots growth...we have seen it all. We have also seen plenty of "honeymoon programs" where initial foundations fall short, and we are out to change that by coming forward with thoughtful changes to the approach.

We start by taking a closer look at why sponsorships end up less successful than planned.

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What Even is Sponsorship Activation?

Posted by Austin Schneider on 3/15/22 9:41 AM

Sponsorship activation is what you do with what you own. Simple as that.

This can take many forms, but activation is all about bringing your brand to life from things as simple as booth spaces at an event to more sophisticated programs like employee engagement initiatives, virtual engagements, sales contests, once-in-a-lifetime experiences, and customer celebrations.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

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

Track to Road with Motorsports Marketing

Posted by Ron Schneider on 2/22/22 10:33 AM

Even if you don’t realize it, chances are you have benefited from the technical partnerships that exist throughout motorsports in more ways than one. Sports cars in series like IMSA are the closest thing to real world driving and automotive application of technologies that all drivers experience. Learn the various ways the work put in on the track translates to consumer benefits on the road.

Topics: Culture

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Topics: Culture

Reach vs. Engagement

Posted by Todd Stonis on 2/15/22 7:40 AM

Providing memorable experiences to fans and customers makes your brand genuine to engage with. Those experiences don't have to be all in person, but they don't have to be all virtual either. Here's how you can build out experiential programs as a major piece of your overall marketing strategy. The successful marketing focus in the long run will be built sustainably and thoughtfully.

Topics: Marketing Strategy

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Topics: Marketing Strategy