Why is authenticity so important in sponsorship, and what does authentic promotion look like?
Answered in: 2023 Motorsports Sponsorship Summit at Mechanix WearThe Answer
Vaughn Gittin Jr. explained that modern audiences are smart and can immediately tell when athletes aren't genuinely passionate about a brand - this does a disservice to both the athlete and the sponsor. Fake promotions lead to short-term gains that always go away because they don't work for anyone. Authentic promotion means: only partnering with brands you actually believe in and use, creating content from genuine enthusiasm rather than obligation, treating products as part of your lifestyle (having sponsor wheels on your daily driver, not just race car), and being willing to say no to partnerships that aren't a good fit. Multiple panelists noted you can't 'fake it till you make it' anymore. Sponsors conduct due diligence and talk to each other - if you burn one brand, others will know about it.
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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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