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Many factors can bring value from your sponsorship program back to your business. There are also a handful of elements your team needs to look out for that can slow down your progress. One of the most under-the-radar factors that will sink a campaign before it even gets off the ground is a lack of internal communication.

This is especially critical during times of uncertainty or when outside factors are influencing the overall marketplace. When things are not normal, it does not mean there aren't opportunities - they just may look different.

Topics: Sponsorship ROI, Motorsports Marketing

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We read a great article from one of our favorite marketers, Seth Godin. It was all about the decisions you tend to do only once (maybe twice) and how you automatically have an experience disadvantage when you make these decisions.

Wildly, these decisions all happen to be quite significant. He mentions planning a wedding, raising money from venture capitalists and applying to college as examples of things you will likely do only once or twice in your life.

Topics: Motorsports Marketing

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"These" brands may refer to any of your competitors, any of the vendors you buy from, or any of the brands that you look up to. A group of brands with something in common.

It refers to the other brands that have also chosen to invest in a particular driver, series, venue or team with you. If your brand is sponsoring a property, who else is there with you? What brands do you share space with?

Topics: Motorsports Marketing

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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 program and team.

Topics: Motorsports Marketing

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The nearly $6 billion world of motorsports marketing is a challenging, rich and intensely exciting realm to operate in. Some of the largest brands in the world have built their presence from simple grassroots programs to dynamic, multi-series dynasties. From the outside looking in, they make it look easy. But for marketing managers, executives, and those interested in working with motorsports sponsorship programs to market their business it can quickly become overwhelming without the right know-how and support in your corner.

Topics: Motorsports Marketing, Foundations

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Marketing has expanded in new and exciting ways. Even at the core, marketing has changed. It is not just about selling a product but also providing a compelling experience. When it comes to sports, the marketing strategies are in a constant state of flux - traditional ideas are changing rapidly and new ideas are showing great signs of promise and progress.

Especially in motorsports, eSports is one of these new verticals that can’t be missed.

Topics: Motorsports Marketing

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Sponsorship can be an integrated alternative to traditional media marketing and a platform where consumers are receptive to hearing your message. The data points to how motorsports, and also emerging sports, score much higher than the average messaging engagement figures captured by SportsBusiness Journal in their annual online survey.

Topics: Sports Business, Motorsports Marketing

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It is no small feat to start and launch a new motorsports series. There are many stakeholders involved, the scale is massive, logistics count for a lot, and the lead time required to do it properly is usually the breaking point. If you have the team to pull it off, it sure is a beautiful thing when it all comes together. That's just what Rob Morgan has done with GT Celebration, sports car racing designed by enthusiasts, for enthusiasts.

The series held its first events in 2020 and has taken the momentum started and already carried it into 2021 by announcing an exciting schedule for its competitors at world renowned race tracks from February to October. We are excited to continue our support for the series as it develops through the new year.

Topics: Motorsports Marketing

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Bill Gates once said, "Whether it’s Google or Apple or free software, we’ve got some fantastic competitors and it keeps us on our toes."

No matter what kind of business you operate in, an attitude like Bill Gates' is essential for long-term success and growth. This kind of competition with the new challenging the established is critical to progress. Look at the world's largest airplane manufacturers as an example. The younger Airbus recently completed 50 years of successful airplane operations and the more established Boeing made a fun video for them as a tribute.

Topics: Motorsports Marketing

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One of the top questions we field from our clients relates to appealing to a younger demographic. It isn't just us, as the shift for many years has been about attracting millennials and keeping them engaged and it has become a top priority for marketing teams as they continue to set goals. We are seeing companies make dramatic changes in effort to serve a new set of consumer behaviors made possible by higher connection, new technologies and faster pace. It seems the way forward is composed of two opposite approaches: improved digital work and unique experiences.

Topics: Motorsports Marketing

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