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Motorsports Marketing and Sponsorship Activation Blog




Sponsorship Activation Spotlight: Asset Integration

Posted by Team SD on 10/1/19 10:19 AM

We have long been fans of the somewhat cliché idea of 2+2=5. This is what happens when you put together two seemingly similar categories of things and end up with more than the sum of their parts. This strategy becomes available to brands that have assets in multiple different categories, sports, or media types.

Your brand likely falls in that category even if you have to think about things a bit differently. Some partnerships make more sense than others to integrate, like the one we are going to spotlight here, but this concept works across a variety of ways.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Marketing on Big Stages and Small

Posted by Todd Stonis on 9/17/19 11:07 AM

It is refreshing to see brands grow their involvement in a sport from a small promotion all the way to the point where they are owning and operating their own teams and unlocking unique brand building opportunities.

To understand what works exactly right for your brand, we encourage you to start small with your investment, experiment with different activation strategies, analyze results, and continually align investment to where you are seeing the results. This will help prevent expensive and high profile pitfalls that often are seen in sports marketing.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Sponsorship Activation Spotlight: Heritage

Posted by Todd Stonis on 9/3/19 10:12 AM

Every year on Labor Day Weekend in the US, NASCAR hosts the now famous throwback weekend in Darlington, South Carolina. The sport has embraced this concept to bring the most memorable moments from its storied past back to life. It also gives teams and sponsors a chance to do something we regularly encourage marketing teams to do - celebrate heritage. Heritage is something your competitors can never replicate from your brand and its something unique to you.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Connecting Sponsorship Programs to Sales Growth

Posted by Austin Schneider on 8/27/19 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. Then executives and board members started asking the most critical question, “impressions are great, but then what?"

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

What's the Difference Between Sponsorship Rights and Sponsorship Activation?

Posted by Austin Schneider on 8/13/19 3:26 PM

What sounds like a simple difference in wording turns out to be the most important distinction in sports business. As digital media continues to command more of our attention and marketing dollars, there have been some important changes to traditional approaches to sports and entertainment. To maximize value for your brand, the key is finding the balance of investment between sponsorship rights and brand activation programs. 

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Sponsorship Activation Spotlight: The Entitlement Race

Posted by Austin Schneider on 7/16/19 11:18 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 Quaker State have taken the entitlement sponsorship to a completely new level and we are proud to be part of it. Through the title sponsorship of the annual Quaker State 400 NASCAR Monster Energy Cup race at Kentucky Speedway, the brand has continued to engage its partners, employees and customers in new and exciting ways.

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

What Does Sponsorship Activation Really Mean?

Posted by Austin Schneider on 3/21/19 9:41 AM

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

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

Topics: Sponsorship Activation

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Topics: Sponsorship Activation

Activating a Diverse Set of Assets

Posted by Austin Schneider on 2/5/19 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 12/13/18 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

Sponsorship Activation Spotlight: The Motorsports Double

Posted by Austin Schneider on 12/13/18 1:45 PM

For many years, select talented professional race car drivers have done "The Double," where they race in both the Indy 500 and Coca-Cola 600 in one day. Over the years, our team has developed and presented The Motorsports Double as a sponsorship activation program that media and VIPs could also experience.

Topics: Best Practices, Sponsorship Activation

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Topics: Best Practices, Sponsorship Activation

 

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