How has sponsorship changed from traditional media to digital content, and what do sponsors value most today?
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Sponsorship has evolved significantly over the past 30 years. In the early days, getting a picture in a magazine was considered successful. Then TV became the dominant venue, especially for short course racing, because it offered much more visibility. Today, the focus has shifted entirely to digital content and social media. The key is creating a connection between the sticker on your vehicle and the end consumer through digital interactions. Simply having a logo on your car without any way to connect that to businesses is a tough sell and gets tougher every year. Sponsors now care more about impressions, followers, and social media engagement than just race wins. Some energy drink sponsors have explicitly said they don't care if you win races - they care about videos that create likes, follows, and impressions.
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How to Get Sponsored By… — Series Bundle
Twenty brands, one at a time: the marketing directors and sponsorship managers at Toyota, BFGoodrich, K&N, Polaris, Hoonigan, Lucas Oil, Eibach, Honda, Alpinestars and more explain exactly how to get their sponsorship. 20 recordings, 14 hr 12 min. Includes: How to get sponsored by Toyota; How to get sponsored by BFG; How to get sponsored by K&N; How to get sponsored by Polaris; How to get sponsored by Hoonigan; How to get sponsored by Lucas Oil & Permatex; How to get sponsored by Eibach Springs; How to get sponsored by Honda Off Road; How to get Sponsored by Alpinestars; How to get sponsored by AEM; How to get sponsored by Horizon Hobby; How to get sponsored by VP Racing; How to get sponsored by Mechanix Wear; How to get sponsored by Off Road Warehouse; How to get sponsored by Vision Wheels & Titan Fuel Tanks; How to get sponsored by BOB The Cooler Company; How to Get Sponsored by King Shocks; How to get sponsored by Slime; How to Get Sponsored by BoxoUSA; How Coleman Motorsports got Sponsored by Eibach Springs.
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