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We are operating in a complicated, scrutinized, analyzed and need-to-deliver world. In the last few years especially, marketing has jumped to the center of the universe of importance for organizations. For a short while, vanity metrics such as "awareness" and "impressions" seemed to cover the bases. But what happens when large-scale attendance at events is not possible or if there are never any opportunities for your branding to even be seen in the traditional sense?

Executives and board members have correctly been asking an insightful question, “impressions are great, but then what?"

Topics: Sponsorship Activation

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You can deliver big-time ROI with the right sponsorship activation in place. We define sponsorship activation as what you do with what you own. Simple as that. We also consider activation to be the driving force behind the ongoing value you expect to see from your sports marketing programs.

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

Topics: Sponsorship ROI

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Sponsorship can be an integrated alternative to traditional media marketing and a platform where consumers are receptive to hearing your message. The data points to how motorsports, and also emerging sports, score much higher than the average messaging engagement figures captured by SportsBusiness Journal in their annual online survey.

Topics: Sports Business, Motorsports Marketing

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Our team gets pretty excited anytime that we see a brand make the move to become involved in motorsports. It’s a new frontier and an opportunity for that brand to enhance the entire sport. In racing, sponsors have that kind of influence. An event’s title sponsor can make or break the experience for the fans and even the competitors. Also overlooked, the "paddock effect" can be the most valuable aspect of a motorsports sponsorship. The camaraderie among sponsors and willingness to develop business relationships is simply part of the paddock DNA. It far exceeds other sports

Topics: Culture

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There are so many elements that go into a well-run and well-considered marketing strategy. We have been an experiencing a massive shift with marketers moving their budget and resources toward digital resources - putting millions of dollars behind search campaigns, YouTube ads, promoted social media posts and more. That has been what is stealing the headlines, anyway. Quietly behind the scenes, event specialist Bizzabo tells us that 80% of marketers still believe live events (even when needing to run them virtual) are critical to their company's success. Live events is a broad topic and platform in its own right. It could be proprietary events, sponsored presentations, webinars, or even smaller lunch & learn type concepts.

Topics: Marketing Strategy, Foundations

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Possibly 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.

Topics: Sponsorship ROI, Foundations

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Your brand's heritage is an invaluable asset that your marketing team already has access to. Thinking back to the beginning of your brand, this journey will illustrate all that you have done, created and produced over years of building. Your past is storytelling that no other competitor can duplicate and that no amount of money can purchase. 

We believe it is a top strategy year-round, but the last few months have proven it to be especially efficient when there is little to no ability to host live, in-person events. Another benefit is that lets you take a breath from the constant push to "new" and reflect back on what has worked in big ways for your brand.

Topics: Culture

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2020 became a magnet for not doing anything and attributing it to the unknown. Doing nothing is significantly easier than taking the risk either on a personal or professional level. Individuals and companies alike. This strategy can work but it is exceedingly unsustainable. When you do nothing, you should expect no results in return.

It is 2021 now with the operating environment remaining largely the same. How will you operate within these lingering constraints that were supposed to be over in a few weeks, after the election, after the new year…?

Topics: Culture

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Rapidly switching platforms and tactics is a difficult way to find ROI, especially when large amounts of budget are involved. It takes time to grow into a platform - no matter what it is. Leaving behind equity built up is one of the most expensive things marketers can do. We see this a lot in the sponsorship world as part of the 3-and-out issue. Brands come in fast in year one by spending loads of money, and then they have a reality check in year two without much enhancement, then inevitably in year three they fade.

Topics: Marketing Strategy

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It is no small feat to start and launch a new motorsports series. There are many stakeholders involved, the scale is massive, logistics count for a lot, and the lead time required to do it properly is usually the breaking point. If you have the team to pull it off, it sure is a beautiful thing when it all comes together. That's just what Rob Morgan has done with GT Celebration, sports car racing designed by enthusiasts, for enthusiasts.

The series held its first events in 2020 and has taken the momentum started and already carried it into 2021 by announcing an exciting schedule for its competitors at world renowned race tracks from February to October. We are excited to continue our support for the series as it develops through the new year.

Topics: Motorsports Marketing

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