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Motorsports Marketing and Sponsorship Activation Blog




Stay Nimble

Posted by Austin Schneider on 10/27/21 2:57 PM

Things change fast in this market. Cycles are speeding up, value perceptions actively shift, sponsorship strategies look significantly different than just two years ago. These changes are made more challenging by regulatory environments presenting in surprising ways that restrict the kinds of activation you can leverage.

Topics: Culture

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Topics: Culture

The Underrated Ingredient to Sponsorship Value

Posted by Austin Schneider on 10/19/21 9:44 AM

Many factors can bring value from your sponsorship program back to your business. There are also a handful of elements your team needs to look out for that can slow down your progress. One of the most under-the-radar factors that will sink a campaign before it even gets off the ground is a lack of internal communication.

This is especially critical during times of uncertainty or when outside factors are influencing the overall marketplace. When things are not normal, it does not mean there aren't opportunities - they just may look different.

Topics: Sponsorship ROI, Motorsports Marketing

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Topics: Sponsorship ROI, Motorsports Marketing

Big Decisions with Little Experience

Posted by Austin Schneider on 10/12/21 9:27 AM

We read a great article from one of our favorite marketers, Seth Godin. It was all about the decisions you tend to do only once (maybe twice) and how you automatically have an experience disadvantage when you make these decisions.

Wildly, these decisions all happen to be quite significant. He mentions planning a wedding, raising money from venture capitalists and applying to college as examples of things you will likely do only once or twice in your life.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

Experiences First, Content Later

Posted by Team SD on 10/5/21 2:24 PM

The demand for digital content and engagement is massive. Brands want content that their audience relates to and for a good reason - it is incredibly effective. No matter how much the digital side of things are expanding, we believe the human and in-person things  need  to develop at least as much to keep up. 

Topics: Marketing Strategy

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Topics: Marketing Strategy

Recovering Lost Value

Posted by Team SD on 9/28/21 10:54 AM

The last 18 months of alternate realities have made brands question the effectiveness and resilience of their investments across all forms of business. Still, for some reason, marketing is the first cut when times become uncertain. This has opened up some gaps in traditional approaches to sponsorship - which at one point relied solely on "butts in seats."

Topics: Sports Business

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Topics: Sports Business

Unofficial Advice for Those Seeking New Sponsorship

Posted by Team SD on 9/21/21 11:41 AM

We are often asked if our agency is responsible for selling news sponsorships on behalf of teams, drivers and other properties. While there are some excellent agencies in this world that do just that, we are emphatically focused on representing sponsors to make sure they gain the most value possible out of their investment. 

Topics: Sports Business

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Topics: Sports Business

What Do These Brands Have in Common?

Posted by Team SD on 9/9/21 11:13 AM

"These" brands may refer to any of your competitors, any of the vendors you buy from, or any of the brands that you look up to. A group of brands with something in common.

It refers to the other brands that have also chosen to invest in a particular driver, series, venue or team with you. If your brand is sponsoring a property, who else is there with you? What brands do you share space with?

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

SD Featured on BlackBook Motorsport: Building ROI from Your Sponsorships

Posted by Austin Schneider on 9/7/21 9:42 AM

We are a sports marketing and creative agency based in Charlotte, NC and Denver, CO. We seek to be an organic extension of your sales and marketing teams with a special focus on sponsorship activation. At our core, we represent brands that sponsor various properties across motorsports. We also help properties modernize their offerings so that they are best positioned to connect with what sponsors require. We believe that agreeing to sponsor a particular team, driver, series, or venue is only the first step and cannot generate the maximum return on that investment.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Maximizing Motorsports Sponsorship

Posted by Austin Schneider on 8/31/21 1:22 PM

From events to teams to entire racing series, there are many ways for your brand to leverage this platform as part of your marketing strategy. You know what they say, “there’s strength in numbers,” and being partnered with a motorsports property can be incredibly beneficial to your brand - even if that means hooking into an iRacing event. Heightened visibility, increased sales, differentiation and unique assets make this one of the most exciting platforms to be involved with. It is a different world, so there are some things to consider before heading in.

Topics: Marketing Strategy

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Topics: Marketing Strategy

6 Things an Activation Agency Can Do for Your Business

Posted by Team SD on 8/24/21 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 program and team.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing