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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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We are operating in a complicated, scrutinized, analyzed and need-to-deliver world. 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 impossible or if there are never any opportunities for your branding even to 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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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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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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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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Many see involvement in motorsports automatically carrying a heavy price tag and in some cases, motorsports marketing can indeed be expensive. However, there are strategic ways to benefit from the performance attributes of motorsports involvement at a lower cost that translates to massive value for your brand. 

Topics: Best Practices, Marketing Strategy, Sponsorship Activation

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Being part of a professional sports team is a special, exclusive feeling. The thrill layers over exciting locations, unique access and front-row seats to professional athletes competing at the highest level. That first-hand experience is only available to a select few individuals, but what if you could package that feeling for your employees, partners and customers?

Topics: Sponsorship Activation

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When you are searching for ways to spice up your marketing strategy, few can get you there like motorsports can. If you have a product or service with impressive technology or performance, sponsorship is the best way to bring it to life for millions of fans around the world. It takes more than a logo on the car to get that done, and that is where the right sponsorship activation comes into play.

Topics: Sponsorship Activation

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A great way to connect your brand with enthusiasts is through grassroots programs, local clubs and gatherings. Although year-round benefits are plentiful, the annual conventions are really something special. The BMW Car Club of America Oktoberfest annual convention comes together every year to celebrate all things BMW.

Topics: Best Practices, Sponsorship Activation

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Over the years, we have identified that enthusiast groups and conventions are rich opportunities for sponsorship activation. By aligning your brand with meet ups filled with such passion, your brand is in a great spot to generate genuine and organic engagement among your target audience.

Topics: Best Practices, Sponsorship Activation

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