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Motorsports Marketing and Sponsorship Activation Blog




Engaging the Up-and-Comer with Motorsports Marketing

Posted by Team SD on 2/7/23 11:09 AM

The last few years have introduced some remarkable companies into the world of sponsorship. Shifting audience demographics, especially from F1, has encouraged brands young and established to get back into the race with a variety of partnerships. 

The established brands are looking for a way to build relationships with the new audience while the startup brands are looking to gain trust by association. Ford's re-entry into F1 showcases this beautifully, and we love their promotional launch video linked below. It shows how much more these relationships are than plain sports sponsorships.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

The Definitive Guide to Motorsports Marketing

Posted by Team SD on 1/10/23 10:51 AM

The $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.

This post is part of Foundations - a series of always-updated content to bookmark to guide your journey through sports marketing and sponsorship.

Topics: Motorsports Marketing, Foundations

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Topics: Motorsports Marketing, Foundations

Big Decisions with Little Experience

Posted by Austin Schneider on 11/15/22 9:27 AM

We read a great article from our favorite marketer, Seth Godin.

It was all about the decisions you tend to make 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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Topics: Motorsports Marketing

When Sponsorships Become Partnerships

Posted by Team SD on 6/1/22 2:10 PM

One of the greatest periods of time in motorsports is the final weekend in May. The United States celebrates Memorial Day and three of the world’s largest series all compete throughout the weekend across Monaco (F1), Indianapolis (INDYCAR) and Charlotte (NASCAR). Corresponding with all of the racing action are generally a host of announcements from organizations looking to fully leverage the weekend’s platform.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

Engaging New Generations Through Motorsport

Posted by Austin Schneider on 5/24/22 9:03 AM

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 all presented in an authentic way.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

Why Sponsorship Works More Than Ever in 2022

Posted by Todd Stonis on 5/17/22 2:45 PM

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.

Recent growth for motorsports across mainstream media and audiences has also been a boon for new sponsorship programs. Add-on value like Netflix's Drive to Survive and Race show how the on-track product can be enhanced through thoughtful storytelling in a different venue.

Topics: Sports Business, Motorsports Marketing

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Topics: Sports Business, Motorsports Marketing

How do B2B Relationships Work in Motorsports?

Posted by Team SD on 4/5/22 12:15 PM

In motorsports, the drop of the green flag means go...and go fast. All of that action on the track is compelling for entertainment purposes but what everyone does not see is the action that happens off-track among sponsors and strategic B2B relationships. While sponsorships can cost brands millions of dollars to access the platform, a lot of that "cost" is considered an investment for business development and growth.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

6 Things an Activation Agency Can Do for Your Business

Posted by Team SD on 3/8/22 10:31 AM

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 sports business program.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

5 Questions We Get Asked About Motorsport Marketing

Posted by Team SD on 3/1/22 9:38 AM

Motorsports is an exciting, effective, and fast-paced world to bring your brand to life. With many opportunities to take advantage of, onsite and offsite, a successful program requires some planning. There are some key questions here to get you started, followed up by a link to the ultimate guide to motorsports marketing, a place for you to pick up the fundamentals.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing

4 Stakeholders of Value in Motorsports Marketing

Posted by Ron Schneider on 2/8/22 7:50 AM

No matter where your brand is investing marketing dollars, the value you get back is the priority. For different forms of marketing, there are different value equations. In motorsports marketing, the value equation involves four primary stakeholders: fans, sponsors, teams, and series. Each different channel will function differently, but they all need to work together to maintain a sustainable balance for everyone involved.

Topics: Motorsports Marketing

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Topics: Motorsports Marketing