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Motorsports Marketing and Sponsorship Activation Blog




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

4 Stakeholders of Value in Motorsports Marketing

Posted by Ron Schneider on 2/8/22 7:50 AM

No matter where your brand is investing marketing dollars, the value you get back is the priority. For different forms of marketing, there are different value equations. In motorsports marketing, the value equation involves four primary stakeholders: fans, sponsors, teams, and series. Each different channel will function differently, but they all need to work together to maintain a sustainable balance for everyone involved.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

Changing the Timeline

Posted by Austin Schneider on 2/2/22 3:33 PM

Instead of quarterly earnings, what about annual earnings?

How far have you come in five years?

What are you working on now that might not return anything for many years?

Topics: Culture

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Topics: Culture

Sponsorship Rights vs. Sponsorship Activation

Posted by Austin Schneider on 1/25/22 3:26 PM

What sounds like a simple difference in wording turns out to be the most important distinction in sports business. As digital media continues to command more of our attention and marketing dollars, there have been some important changes to traditional approaches to sports and entertainment. To maximize value for your brand, the key is finding the balance of investment between sponsorship rights and activation programs. 

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

How to Make the Most of Your Event Weekend

Posted by Austin Schneider on 1/20/22 12:02 PM

While an event often only lasts a couple of days for guests and customers, it took months of your team's time and resources to make the magic happen. You want to go into an event as prepared as possible to maximize the marketing and business value you can build from it. That often means extending the activation beyond the event itself and organizing different formats of engagement for in-person and virtual audiences.

Topics: Best Practices, Sponsorship ROI

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Topics: Best Practices, Sponsorship ROI

Marketing on Big Stages and Small

Posted by Todd Stonis on 1/11/22 11:07 AM

It is refreshing to see brands grow their involvement in a sport from a small promotion all the way to the point where they are owning and operating their own teams and unlocking unique brand building opportunities.

To understand what works exactly right for your brand, we encourage you to start small with your investment, experiment with different activation strategies, analyze results, and continually align investment to where you are seeing the results. This will help prevent expensive and high profile pitfalls that often are seen in sports marketing.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation