What should athletes do to promote sponsors on social media beyond just announcing the partnership?
Answered in: 2023 Motorsports Sponsorship Summit at Mechanix WearThe Answer
Don't just post one announcement saying 'check them out' and never mention them again. Instead: 1) Continue creating content featuring their products throughout the year, 2) Be specific with calls to action - direct people to the right retailer, website, or use affiliate links, 3) Show authentic product use and explain WHY you use it, 4) Help with their specific marketing initiatives (like NGK's ShopSquad program), 5) Collect and share data with sponsors showing impressions, engagement, video views, and link clicks from your promotional posts, 6) Create content they can repurpose for their own channels. Conduct surveys of your audience to gather demographic data and identify problems your sponsors' products can solve.
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2023 Motorsports Sponsorship Summit at Mechanix Wear
Recorded live January 7, 2023 — six sessions in three hours: 1. Why Brands Sponsor & How They Calculate ROI — Alex Striler with Ben Dolan (VP of Marketing, VP Racing Fuels), David Cardey (Sales Manager, Eibach Springs), Jackie Donahue (Group Marketing Manager, NGK Spark Plugs), and Jesse Spungin (President, Mechanix Wear). 2. Promoting Yourself & Sponsors Thru the Media — Tony Yorkman (Marketing Director, Team RTR), Megan Meyer (NHRA champion and founder of Driven By Social Academy), Dan Schechner (Editor, PRI Magazine), Don O'Neal (Racers in Rental Cars podcast), and champion drifter Vaughn Gittin Jr. 3. Activating at Events to Increase Brand Value — Alex Striler with Kevin Miller (CEO, USAC), Matt Martelli (CEO, Mad Media and the Mint 400), and Dan Dennehy-Rodriguez (SCCA). 4. Creating Decks That Attract & Writing Proposals That Sell — Alex Striler, Tony Yorkman, and Megan Meyer. 5. Finding Tire and Wheel Sponsors — Tony Yorkman with Chris Meyer (Senior Marketing Specialist, Maxxis), Brian Henderson (Wheel Pros), and Michael Mathis (CEO, Atturo Tires). 6. Networking and Meeting New Sponsors — Alex Striler with Kathryn Reinhardt (SEMA board member), Travis Clarke (SVP, Wasserman), and David Morton (Fifth Third Bank).
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