How can I estimate the value of earned media coverage to show sponsors in my proof of performance report?
Answered in: 2022 Motorsports Sponsorship Summit part 2The Answer
For print magazine coverage, start with the advertising rate card value for equivalent space (e.g., a full-page ad costs $4,000). Then apply a multiplier of 2-3x because editorial coverage from an authentic source is worth more than paid advertising. Factor in digital distribution - the same content gets shared on websites, social media, and email newsletters, multiplying the audience significantly. For example, a magazine with 350,000 Facebook followers and 130,000 Instagram followers dramatically extends the reach beyond print subscribers. Document all media appearances and calculate cumulative value across all channels to demonstrate ROI to sponsors.
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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.
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