Redefining what is possible for how a brand can activate a title sponsorship.

Project Summary

Our partners at Quaker State began sponsoring Kentucky Speedway in 2011 when they brought us in to advise on maximizing the ROI of the event. Through the title sponsorship of the annual Quaker State 400 NASCAR Monster Energy Cup race at Kentucky Speedway, they have built a unique platform to bring customer engagement to life that in turn fuels company culture throughout the entire year.

This approach has been so successful for the Quaker State brand that they have recently announced a 5-year extension of their partnership agreement.

What's Involved

Sponsorship Activation Strategy

Integrated partnerships in FLW, with Tommy Pike Customs, Lowriders, and more to make the Quaker State brand larger than life at the fan engagement zone on race weekend.

B2B Relationships

Quaker State delivered unforgettable rewards for top business performers across North America. Faces connected with email addresses, and many new opportunities were explored.

Event Development

We developed custom hospitality experiences for guests to enjoy one of the few night races on the calendar. Guests were treated to start/finish line suites, a curated tent, Pit Zero and more.

Relive the Entitlement Weekend


Organic growth of the Quaker State 400.

The value equation for this project is furthered every year when employees, partners and potential customers see Quaker State become larger than life with brand activation all over Kentucky Speedway. According to NASCAR legend, Larry McReynolds, Quaker State is the only group to have sponsored the same race at the same track since the very beginning. Having this consistency allows equity to continuously build year after year, something that is difficult to achieve with other forms of media and marketing.

Things like unique viewing spaces, once-in-a-lifetime experiences, and exclusive access are what blow the mind of your guests. As a sponsor, your guests can be anyone from leading customers to high-producing employees.

How does SD help?

Since Quaker State considered adding a title sponsorship to their portfolio in 2011, SD has been by their side as partners. For the strategy side, we work very closely with the team at Kentucky Speedway to make sure every opportunity to succeed is taken advantage of from early planning stages to the drop of the green flag.

During the event, our team is there to manage every aspect of the guest experience on behalf of Quaker State. We take care of travel needs, accommodation, B2B dinner presentations and setups, and all on-track experiences including garage and pit tours. Following the event, we collect insightful guest feedback to ensure the event gets more valuable every year.