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Motorsports Marketing and Sponsorship Activation Blog




On the Value of Zooming Out

Posted by Austin Schneider on 3/23/21 10:26 AM

I have been asking myself this question a lot lately. Our world is increasingly detail-heavy where the smallest things can make the biggest difference. These things are important, and for me personally, mean a lot. I have to catch myself and zoom out to make sure the detailed work I am focusing on still is tied into the larger picture, the original or changing objectives, etc.

Topics: Culture

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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

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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…?

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Topics: Culture

What is the Makeup of a Sports Marketing Agency?

Posted by Team SD on 11/17/20 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

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.

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The Many Ways Motorsports Improves Your Life

Posted by Ron Schneider on 8/25/20 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

Thank You, Photographers

Posted by Team SD on 7/21/20 1:15 PM

Motorsports series around the world generate some of the most thrilling and dramatic moments in all of sports. Spectacular finishes and inch by inch battles showcase immense talent.

Less talked about is the behind the scenes work of the men and women that capture these moments for us to enjoy. With events being cancelled, or held without fans, some of the world's best independent photographers have been given a very difficult time.

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Topics: Culture

Leverage Sponsorship to Develop Community

Posted by Austin Schneider on 11/19/19 9:21 AM

For the last 12 years, we have had the privilege of working with Officer Todd Smith and the Fuel for Success program to better the lives of young students in our communities. We have been meaning to write this for some time now and we are excited to officially share more details about the program with you. Visit our community page and learn more below.

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Topics: Culture

Sports Marketing EDC: Top 10

Posted by Austin Schneider on 10/31/19 2:35 PM

We travel a lot at SD to carry out our work. Our team is scheduled to cover over 130 projects around North America this year (with a couple in Europe also). So let’s say that we have taken this whole “flexible workspace” movement quite seriously. In the last two weeks I have gone from Denver to Italy to Texas to support our clients at different events.

Since this is not exactly your typical 9-5, I thought it would be fun to lay out my EDC (essential daily carry) for working in sports marketing. Let's go!

Topics: Culture

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Topics: Culture