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Motorsports Marketing and Sponsorship Activation Blog




SD Featured on BlackBook Motorsport: Getting ROI from Your Sponsorships

Posted by Austin Schneider on 9/7/21 9:42 AM

We are a sports marketing and creative agency based in Charlotte, NC and Denver, CO. We seek to be an organic extension of your sales and marketing teams with a special focus on sponsorship activation. At our core, we represent brands that sponsor various properties across motorsports. We also help properties modernize their offerings so that they are best positioned to connect with what sponsors require. We believe that agreeing to sponsor a particular team, driver, series, or venue is only the first step and cannot generate the maximum return on that investment.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

4 Pillars of Sponsorship Value

Posted by Team SD on 8/17/21 2:45 PM

We have seen the marketplace adapt to many shifts across our work in different series, sports, brands and partners. Now more than ever, these essential pillars of value are shining through the more mainstream vanities such as views, attendee counts, and impressions. 

You will find new and fresh value when your organization limits the inbound noise to focus on these core principles. These principles have been distilled down to their most essential form so you can get right to it.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

3 Questions to Ask of Your Sponsorship Program

Posted by Austin Schneider on 8/10/21 8:32 AM

Ends of quarters, ends of event seasons and other "ends of" are fitting times to review your suite of partnerships to make sure you are making the most out of new and ever-changing assets. It also can provide a window to consult with an objective third party that will be able to identify opportunities and hang-ups more efficiently. To get you started, let these three questions guide you toward a more productive and value-based sponsorship program.

Topics: Best Practices, Sponsorship ROI

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Topics: Best Practices, Sponsorship ROI

Maximizing the ROI of Your Sponsorship Program in 2021

Posted by Team SD on 5/25/21 10:41 AM

One of the most complex and intriguing forms of marketing over the years has been sponsorship. The industry has evolved massively from logos and egos to rapidly advancing technical partnerships on a global scale. There is no longer room for passive sponsorship management.

Executive teams are demanding clear ROI formulas to be delivered regularly to ensure maximum value is created with every dollar of investment. We believe there is no "silver bullet” in sports marketing that boils everything down to one number because there are too many extraordinary ways to activate sponsorships with your most important stakeholders. The storytelling, the emotion, the passion and some of the other more intangible elements sponsorship brings to your brand is a healthy balance to the data-heavy traceability of digital marketing. 

Topics: Sponsorship ROI, Foundations

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Topics: Sponsorship ROI, Foundations

Top 3 Ways Ambassador Relationships Can Increase Sponsorship ROI

Posted by Mallory Benson on 3/9/21 1:49 PM

Influencer marketing is a category of marketing that focuses on using celebrities or key leaders to drive a brand’s message. It is a tier of social media that utilizes influencers for endorsements and product mentions. Social content creators with niche audiences can add a lot of value to a brand that traditional marketing doesn’t instantly offer. Yet another area of marketing rapidly changing, we have found a new dimension to these arrangements is to look further than influencers and build ambassadors.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Delivering Value With Motorsports Sponsorship

Posted by Austin Schneider on 2/16/21 9:56 AM

You can deliver big-time ROI with the right sponsorship activation in place. We define sponsorship activation as what you do with what you own. Simple as that. We also consider activation to be the driving force behind the ongoing value you expect to see from your sports marketing programs.

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 ROI

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Topics: Sponsorship ROI

What Happens After Signing a Multi-Million Dollar Sponsorship

Posted by Team SD on 11/23/20 6:33 PM

Signing a multi-million sponsorship deal with a multi-year partner may feel like you have just accomplished the most intense work in your brand’s history, but it ultimately marks the beginning more than anything. Investing in motorsport marketing without having an activation strategy in place can be a costly and high-profile mistake. The way you develop sustainable activation programs will be the key to utilizing your sponsorship assets in a holistic and profitable manner.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

3 Risks: Managing Your Sponsorship Solo

Posted by Ron Schneider on 11/10/20 1:29 PM

Properties have come a long way in their sponsorship support and servicing as the relationships continue to evolve into more technical partnerships. They understand that come renewal time, they must deliver the value the sponsor needs in order to continue the relationship. Our agency has noticed there can still be a gap in these relationships, and here are some things to consider when your brand decides not to consult expertise beforehand.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Update Your Marketing Strategy with the Right Asset Mix

Posted by Team SD on 10/27/20 12:54 PM

The world of motorsports marketing is a dynamic, exciting and unique place for your brand to thrive in. You have the opportunity to engage customers, employees and partners through integrated programs across a suite of available assets. We see a lot of brands go all-in to one particular property thinking it is the most convenient option, but it doesn't always produce the best results. When you activate a diverse set of assets, your ROI begins building while remaining flexible to the marketplace.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

7 Mistakes You Might Be Making with Your Sponsorship Program

Posted by Team SD on 9/29/20 10:16 AM

As sponsorship continues to evolve and assume a more complex status for marketing teams, companies need to deploy focused strategies to make the most out of their investments. Unfortunately, many brands struggle to identify an appropriate sponsorship program that would generate significant value, or they fail to develop ideas to utilize their sponsorship properties effectively. If you are set to get involved in sponsorship, there are some common strategy-gaps to identify that might reduce the impact of your program.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI