Motorsports Marketing and Sponsorship Activation Blog

Sponsorship Activation Spotlight: Enthusiast Groups and Conventions

5/2/17 1:06 PM

Over the years, we have identified that enthusiast groups and conventions are rich opportunities for sponsorship activation. By aligning your brand with meet ups filled with such passion, your brand is in a great spot to generate genuine and organic engagement among your target audience.Besides being highly effective, often times these opportunities offer wide entry points and plenty of strategic activation. Our most recent case study was with Shell, Pennzoil and the Ferrari Club of America Annual Meet in Daytona, FL. For four days, it was a massive celebration of all things Ferrari from their beautiful road going cars to their technical partnerships that have fueled their success.


Shell has had a highly successful technical partnership with Scuderia Ferrari for nearly 70 years, starting in Formula 1 and innovating all the way to your local Shell fuel station, track to road. We extended this on-track technical partnership for Shell and Pennzoil with a platinum-level sponsorship of the Ferrari Club of America to engage their influential membership. At the largest event of the year, the Club's Annual Meet, we turned up the activation to give FCA members extremely unique experiences around the Daytona International Speedway.

Members were treated to:

  • Engaging tech talks with Shell scientists
  • Access to view the USA's only current Ferrari F1 showcar
  • F1 racing simulators
  • Concours d'Elegance event showcasing years of Ferrari history
  • Pace laps on the Speedway
  • Road rallies through the surrounding region
  • Special banquet in the Rolex Hospitality room of Daytona International Speedway


We furthered this sponsorship activation by collaborating with some of the top digital influencers in the US. They were invited along to document and share their experience with their audience of over 2,000,000 active subscribers. This activation elevates the sponsorship from a fantastic event, to a fantastic event with a viral digital media component. Check out some coverage from one of the digital influencers, TheStradman, who will give you a nice feel for what the event was like for participants.

Interested in integrating this type of event with your organization? Here's our guide to the ultimate sponsorship activation.

Access the Guide

Updated for added value.

Topics: Best Practices Sponsorship Activation

Ron Schneider

Written by Ron Schneider

As the founder and CEO of Sport Dimensions, Ron has worked on the technical, agency and commercial sides of the motorsports business for over two decades. A native of suburban Chicago, Illinois, Ron was brought up around cars and racing. His family’s farm was a hot spot for local hot-rodders and the place he learned and earned his love for all things automotive.