How can grassroots racers leverage their sanctioning body and series to add value for sponsors?
Answered in: 2023 Motorsports Sponsorship Summit at Mechanix WearThe Answer
USAC President Kevin Miller emphasized that racers don't take advantage of available resources. Series often have large broadcast audiences (USAC has 4.3 million annual viewers on FloSports) and significant downtime during events. Racers should: 1) Ask their sanctioning body to incorporate sponsor mentions into broadcasts, 2) Request track promoters include sponsor content in their programming, 3) Get series media kits with verified audience demographics to include in proposals, 4) Work with track announcers by providing background sheets, headshots, and sponsor information, 5) Provide content to series that they can use in their live streams. Most sanctioning bodies WANT this content but racers never ask. Kevin Miller said not one driver has approached him about packaging their sponsors into USAC's broadcast despite the massive audience.
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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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