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Motorsports Marketing and Sponsorship Activation Blog




On the Value of Zooming Out

Posted by Austin Schneider on 11/29/22 10:26 AM

Our world is increasingly detail-heavy where the smallest things can make the biggest difference. These things are important, and for me, mean a lot. I have to catch myself and zoom out to make sure the detailed work I am focusing on still is tied to the larger picture and the original objective.

Topics: Culture

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Topics: Culture

Stay Nimble

Posted by Austin Schneider on 10/18/22 1:53 PM

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

Topics: Culture

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Topics: Culture

Changing the Timeline

Posted by Austin Schneider on 9/6/22 11:26 AM

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

Team SD Visits London for BlackBook Motorsport Forum

Posted by Austin Schneider on 8/18/22 8:27 AM

We like to get to a few different conferences each year to push our thinking. This also ensures that we don't settle for anything less than remarkable work for our clients. Being in new environments with new series and new thinking allows us to take insights back home and apply them to our work.

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Topics: Culture

What is the Makeup of a Sports Marketing Agency?

Posted by Team SD on 6/28/22 12:41 PM

We believe in a diverse approach to success and that comes from richly talented people collaborating toward common objectives. SD has grown strategically over the last 25 years to bring together expertise from all the major stakeholders of motorsports business. No matter what your objectives are with your sponsorship program, our team has the insight to execute by speaking your language.

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Topics: Culture

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.

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Topics: Culture

Welcome to the Paddock

Posted by Team SD on 2/2/21 10:47 AM

Our team gets pretty excited anytime that we see a brand make the move to become involved in motorsports. It’s a new frontier and an opportunity for that brand to enhance the entire sport. In racing, sponsors have that kind of influence. An event’s title sponsor can make or break the experience for the fans and even the competitors. Also overlooked, the "paddock effect" can be the most valuable aspect of a motorsports sponsorship. The camaraderie among sponsors and willingness to develop business relationships is simply part of the paddock DNA. It far exceeds other sports

Topics: Culture

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Topics: Culture

Activating Your Brand's Heritage

Posted by Ron Schneider on 1/12/21 2:42 PM

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. 

We believe it is a top strategy year-round, but the last few months have proven it to be especially efficient when there is little to no ability to host live, in-person events. Another benefit is that lets you take a breath from the constant push to "new" and reflect back on what has worked in big ways for your brand.

Topics: Culture

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Topics: Culture

2021 and No More Excuses

Posted by Austin Schneider on 1/5/21 8:53 AM

2020 became a magnet for not doing anything and attributing it to the unknown. Doing nothing is significantly easier than taking the risk either on a personal or professional level. Individuals and companies alike. This strategy can work but it is exceedingly unsustainable. When you do nothing, you should expect no results in return.

It is 2021 now with the operating environment remaining largely the same. How will you operate within these lingering constraints that were supposed to be over in a few weeks, after the election, after the new year…?

Topics: Culture

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Topics: Culture

Looking Back on 25 Years...and Getting Excited for the Next 25

Posted by Team SD on 9/22/20 2:03 PM

Tell us how you started SD.

In short? Great timing. I was working with another agency that sold in the associate Shell sponsorship programs with Joe Gibbs and Team Rahal. After a few years, the IndyCar program was doing very well and grew into a primary sponsorship for the 1996 season. At this point, Shell was done buying and realized they needed to heavily activate their investment to ensure ROI. Shell asked if I could work with Team Rahal to manage the activation and customer needs of our new primary sponsorship of Bryan Herta. Of course, I said yes! Sport Dimensions was officially born in November of 1995.

Topics: Culture

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Topics: Culture