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Motorsports Marketing and Sponsorship Activation Blog




What is Your Objective?

Posted by Austin Schneider on 7/28/20 1:13 PM

This year gives us a good opportunity to zoom out from sports marketing for a momen to take a look at marketing as a whole.

The need to measure your marketing has come a long way since early advertising. The requirements to demonstrate ROI or effectiveness have only intensified for the mainstream since AdWords and other data-rich platforms have been opened up to marketers around the world in every industry.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

4 Pillars of Sponsorship Value

Posted by Team SD on 5/13/20 2:27 PM

We have seen the marketplace adapt to many shifts through the last 25 years 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

The Underrated Ingredient to Sports Marketing Success

Posted by Austin Schneider on 3/31/20 9:44 AM

Many factors make a marketing campaign program successful. There are also a handful of elements your team needs to look out for that can slow down your progress. One of the most under-the-radar factors that will sink a campaign before it even gets off the ground is a lack of internal communication.

This is especially critical during times of uncertainty or when outside factors are influencing the overall marketplace. When things are not normal, it does not mean there aren't opportunities - they just may look different.

Topics: Sponsorship ROI, Motorsports Marketing

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Topics: Sponsorship ROI, Motorsports Marketing

3 Questions to Ask of Your Sponsorship Program

Posted by Austin Schneider on 3/24/20 8:32 AM

You are kicking into the new season with a host of new opportunities to capitalize on. As you continue to plan around marquee events coming up, make the most out of your strategic planning meetings. These three questions will 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 2020

Posted by Team SD on 12/3/19 11:18 AM

Possibly 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.

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 10/15/19 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

Does Your Brand Need Support in Sports Marketing?

Posted by Team SD on 9/24/19 11:28 AM

Sometimes the biggest challenge of getting started with a new project is fighting the unknown. When you don't know what you need, you don't know how to get started. In sports marketing, this can be especially frustrating for the different parties that come together to make the whole environment work. Fortunately, there are plenty of resources to support your brand and maximize the opportunities to succeed.

Here, we have outlined the differences to provide some guidance on the value two different types of agencies can bring.

Topics: Sponsorship ROI

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Topics: Sponsorship ROI

Delivering Value With Motorsports Sponsorship

Posted by Austin Schneider on 7/29/19 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

So you’ve just signed a $12 million multi-year sponsorship. Now what?

Posted by Team SD on 6/4/19 6:31 AM

Signing a $12 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

Don't Let These 3 Things Happen to Your Sponsorship Program

Posted by Ron Schneider on 5/7/19 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