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In an ever-evolving marketplace, we are continually assessing and realigning your activation strategy as necessary to ensure steady growth with your sponsorship program. Sponsorship gets a bad connotation for not being effective and left just as a brand or ego play. It still happens but it is something we are actively working against by proving unique value that can only be found through the right partnerships. It’s our focus to demonstrate how much engagement you can gain from a sponsorship when you approach it with a few foundations.

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Signing a $12 million sponsorship deal with a multi-year partner may feel like you have just accomplished the most intense work in your brand’s history, but it ultimately marks the beginning more than anything. Investing in motorsport marketing without having an activation strategy in place can be a costly and high-profile mistake. The way you develop sustainable activation programs will be the key to utilizing your sponsorship assets in a holistic and profitable manner.

Topics: Sponsorship ROI

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The 103rd Running of the Indianapolis 500 has had us on the edge of our seats for nearly the whole month of May. The 30 days of anticipation building to the event is certainly what makes it special for fans and competitors alike. It's one thing to watch it all unfold on TV, but it is a completely different experience to be there.

I was lucky enough to be there for the event and I wanted to let you in behind-the-scenes a bit to show you how it all looked like from the eyes of our team.

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Each year at the end of May, this year on May 26, some of the world’s leading companies all share one thing in common - a global cheering section. With three of the world’s largest motorsports series all competing on one day right next to each other, some brands will get nearly 12 hours of exposure to millions of engaged fans in F1's Monaco Grand Prix, IndyCar's Indianapolis 500, and NASCAR's Coca-Cola 600.

Topics: Motorsports Marketing

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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. 

The last weekend in May brings together some of the most impressive brands on the world's most impressive stage for live events. In one day, you will have the 103rd Running of the Indianapolis 500, the 90th running of the Monaco Grand Prix and a celebration of 60 years of racing at Charlotte Motor Speedway. We expect to see a massive celebration of heritage in different forms throughout the weekend.

Topics: Culture

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Topics: Sponsorship ROI

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If you are an up and comer providing logistics services like freight and delivery, you might be looking for ways to tell the story of how you build value behind the scenes. Marketing your business to gain maximum visibility may seem to be a tough goal if you are not ready to embrace innovative and robust marketing strategies that have some sort of clear return.

Being involved in logistics automatically means you have more functional ways to promote your work outside of traditional media like TV and digital ads. It is also a great industry to use as an example as we break down the myths that sponsorships are not effective and no more than expensive billboards. When activated correctly, sponsorship is one of the most effective marketing platforms available.

Topics: Marketing Strategy

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With so much information readily available online to consult about marketing 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, without an experienced agency that has seen the smoke and mirrors time and time again. Some brands do decent on their own, but many fall victim to "The Three Year Cycle: Honeymoon, Reality Check and Fade" with nothing to show for it.

Inc. Magazine just did a feature going into more detail about this and we will look into the top 6 elements of working with a specialized agency here.

Topics: Motorsports Marketing

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Before you get into the mechanics of where your budget should go, there are a few things you need to know to get the most out of a motorsports sponsorship. With this dynamic platform, the price of the property is only the price to enter. Don't expect a whirlwind of ROI to come in if you don't put forth proper activation budget.

Topics: Best Practices, Sponsorship ROI

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One of the top questions we field from our clients relates to appealing to a younger demographic. It isn't just us, as the shift for many years has been about attracting millennials and keeping them engaged and it has become a top priority for marketing teams as they continue to set goals. We are seeing companies make dramatic changes in effort to serve a new set of consumer behaviors made possible by higher connection, new technologies and faster pace. It seems the way forward is composed of two opposite approaches: improved digital work and unique experiences.

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