For many years, select talented professional race car drivers have done "The Double," where they race in both the Indy 500 and Coca-Cola 600 in one day. Over the years, Sport Dimensions has developed and presented The Motorsports Double as a sponsorship activation program that media and VIPs could also experience.
This program grants a handful of very special guests an introduction to two of the most iconic races in the world in one exclusive day, a day that has a high awareness from the general public about motorsports, and is made possible by leveraging motorsports sponsorship properties. After another amazing year, The Motorsports Double proves to be a once-in-a-lifetime experience for invited guests.
On Memorial Day weekend of 2017 in collaboration with our client partner Shell, it all started in Indianapolis for the famed 101st Running of the Indy 500. On Thursday, we welcomed guests into Indianapolis with an exclusive media lunch at the Speedway. Later that night, we enjoyed the Hall of Fame dinner featuring some of the most legendary figures in motorsports, including Roger Penske. As the historic IndyCar exhibition kicked off on Friday, we hosted guests as they were thrilled with pace car laps around the 2.5 mile track at 100 miles per hour to give a hands-on sense of the scale of what the Indianapolis Motor Speedway represents.
Sunday was race day, and our guests took to the Indy 500 in style. We checked into the suite overlooking the front straight and turn 1 to have some breakfast, this would serve as basecamp for the race. Before the race began, we toured the garage and pits to give guests an insight into how much teamwork and preparation goes into a race. There is no better place to be just before green flag than on the grid soaking in all of the pre-race festivities, and that is just where we were.
As the checkered flag dropped and the race ended in Indy, guests took a police escort out of the Indianapolis Motor Speedway and headed straight for their private plane waiting for their arrival. After a quick photo together, they were on their way to Charlotte where a private car service was waiting for them on the tarmac. Just in time to experience the start of the Coca-Cola 600 night race, we brought guests to watch from the top of Joey Logano's pit box, a seat that you can't buy with a ticket. We call it the Best Seat in the House, and for good reason! Our guests also got to spectate from the roof of Charlotte Motor Speedway, another vantage point only accessed through our business relationships.
Millions of people tune in from around the world to see some of the most iconic races in the world on this special weekend. It is an ideal platform to tell your brand's story, launch a new product or service, all while putting media or VIP guests in the middle of an experience of a lifetime. For a further look into the weekend, our friends at theCHIVE documented the experience on Instagram.
Sound out of this world? It's attained through sponsorship activation, and it's what we do.