What is activation and why do sponsors need to budget for it beyond the sponsorship fee?
Answered in: 2022 Motorsports Sponsorship Summit part 2The Answer
Activation is the physical presence and interaction a company has on-site at events beyond just banners - how they engage with the audience. The cost of activation is usually equal to or even 2-3 times the sponsorship price itself. Examples include product demonstrations (like Fox letting people feel different shocks in a test vehicle), photo booths, giveaways, heat-pressing custom t-shirts on-site, or sampling products. Lead generation through data collection (contests, surveys, email sign-ups) is crucial for proving ROI. Teams can offer to handle activation for sponsors who can't travel to every event, making it easier for companies to say yes to sponsorship deals.
Want the complete breakdown?
Get full access to 2022 Motorsports Sponsorship Summit part 2
2022 Motorsports Sponsorship Summit part 2
The second half of the 2022 Motorsports Sponsorship Summit (June 17, 2022) — seven sessions: 1. Creating Value with Podcasts — George Hammel (The Dirt Life Show) and Don O'Neal (Racers in Rental Cars). 2. How to Post Consistently on Social Media — Megan Meyer (Creator, Driven By Social Academy). 3. LinkedIn is Where the Money Is — Patrick Shelton, owner of the 43,000-member Motorsports Professionals Group on LinkedIn. 4. Getting into Magazines — Alex Striler with Dan Schechner (Editor, PRI Magazine) and Marty Fiolka (RACER Magazine). 5. How to Activate at Events — Megan Meyer with Matt Martelli (CEO, The Mint 400 and The California 300) and Kevin Miller (CEO, USAC). 6. A Sponsorship Success Story — how a parts-discount ask became the Eibach Springs Trophy Truck: Jason Coleman with Dave Cole (Founder, King of the Hammers) and Julian Gill (CEO, Eibach Springs). 7. What to Expect in 2023 — closing advice and predictions from all speakers.
Related Questions
Ready to master sponsorships?
Get instant access to 2022 Motorsports Sponsorship Summit part 2 and start implementing these strategies today.