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Motorsports Marketing and Sponsorship Activation Blog




When Heritage, Storytelling and Activation Come Together

Posted by Team SD on 4/13/21 10:16 AM

A few years ago, the great minds at NASCAR and Darlington Raceway created the now hyper-popular “Throwback Weekend” to celebrate the dynamic heritage found in every corner of motorsports. In years past, our clients at Shell have used iconic paint schemes from the past from NASCAR and the other series they are involved to tell a story and participate in a way only they can.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Buying a Sponsorship and Not Activating It

Posted by Austin Schneider on 4/6/21 9:11 AM

Buying a sponsorship and not activating it is like...

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Sponsorship Activation Spotlight: The Entitlement Race

Posted by Austin Schneider on 3/2/21 11:23 AM

There is a lot you can do when your brand "owns" an entire weekend in sports. Few other platforms allow you to build out a multi-dimensional and dynamic weekend like motorsports can. Our partners at Pennzoil continue to iterate and expand on their entitlement of Las Vegas Motor Speedway, even during the transition out of a pandemic. The shift in 2021 has focused to virtual engagements, tokens of appreciation, and unique points of view over onsite experiences.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Connecting Sponsorship Programs to Sales Growth

Posted by Austin Schneider on 2/23/21 8:26 AM

We are operating in a complicated, scrutinized, analyzed and need-to-deliver world. In the last few years especially, marketing has jumped to the center of the universe of importance for organizations. For a short while, vanity metrics such as "awareness" and "impressions" seemed to cover the bases. But what happens when large-scale attendance at events is not possible or if there are never any opportunities for your branding to even be seen in the traditional sense?

Executives and board members have correctly been asking an insightful question, “impressions are great, but then what?"

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Build Business Value With Your Showcar Program

Posted by Austin Schneider on 9/15/20 8:54 AM

An effective and sustainable way to activate your motorsports sponsorship and engage with your audience is through the use of a strategic showcar program. No longer are the teams people who transport a car to an event, set up some chairs, and endure the day. We have expanded this more traditional program for our clients by integrating them into a larger marketing mix, now leveraging them as Experiential Marketing & Merchandising Teams (EMTs).

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Activating a Diverse Set of Assets

Posted by Austin Schneider on 9/1/20 10:18 AM

You are in the increasingly familiar position of doing more with less, but what do you do when you step into a new role, have a whole bunch of assets that seem unrelatable, and are not sure as to what to do with them?

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

What Does Your Marketing Do for Your Employees?

Posted by Austin Schneider on 8/18/20 2:41 PM

Understandably so, most marketing is thought of as a way for companies to engage customers or prospective customers in order to increase sales. But what if you had a platform that would allow you to do just that, but also engage your employees?

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

What is Sponsorship Activation?

Posted by Austin Schneider on 6/23/20 9:41 AM

Sponsorship activation is what you do with what you own. Simple as that.

This can take many forms, but activation is all about bringing your brand to life from things as simple as booth spaces at an event to more sophisticated programs like employee engagement initiatives, virtual engagements, sales contests, once-in-a-lifetime experiences, and customer celebrations.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Why You Should Focus on Sponsorship Activation

Posted by Team SD on 4/7/20 2:57 PM

Our area of focus in the sports business world might come off pretty specific to most, and that's how we like it. We were poking around some broader trends in the sponsorship world and what we found was pretty remarkable. 70% of sponsorship spending is directed at sports. The next bucket of sponsorship investment? 10% on entertainment properties such as the Academy Awards and Grammys. These figures point to the idea that an investment in sponsorship is rich with opportunities for brands to showcase their story authentically.

Topics: Sponsorship Activation, Foundations

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Topics: Sponsorship Activation, Foundations

What Comes After a Major Event You Sponsor

Posted by Austin Schneider on 2/25/20 10:42 AM

A lot of the work we do revolves some of the world's most well-attended and watched events from the Formula 1 Canadian Grand Prix in Montreal to IndyCar's Indianapolis 500. All eyes are on during the event, and you have heard us chat about what the lead up to an event is like, but what about what happens right after a major event that your brand is sponsoring?

Topics: Sponsorship Activation

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Topics: Sponsorship Activation