What should I include in a proof of performance report and how often should I send them?
Answered in: 2024 Motorsports Sponsorship Summit Part 1The Answer
Create race recap reports within 24 hours of each event including: a link to download photos and videos for the sponsor's use, race details and results, press coverage links, social media posts with screenshots showing engagement metrics (impressions, engagements, video views), and screenshots of positive comments mentioning the sponsor's products. Compile these into monthly reports tailored to each sponsor, then quarterly and year-end comprehensive reports. Include audience demographics and survey data annually. The year-end report helps your marketing contact justify the sponsorship renewal to their CEO or CFO.
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2024 Motorsports Sponsorship Summit Part 1
The panelist sessions of the 2024 Motorsports Sponsorship Summit (January 13, 2024) — nearly four hours: 1. Why Brands Sponsor — Sara Henning (ITW — Fast Orange & Spray Nine) and Eric Seibold (ITW Permatex). 2. Finding, Signing & Renewing Sponsors — Paul Doleshal (Toyota) and Kathryn Reinhardt (Hemmings). 3. Networking, then Decks, Proposals & Proof-of-Performance Reports — what each is for and when to send it. 4. Creating Value thru Social Media. 5. Generating Publicity for Yourself & Your Sponsors — Dan Schechner (Top End Consulting, former Editor of PRI Magazine) and Stuart Rowlands (Stuart Rowlands PR). 6. Diversify Your Program — Antron Brown (three-time NHRA champion) and Andre Jackson (Toyota). 7. Youth Sponsorships & Activations — Kevin Miller (USAC). 8. Motorsports Marketing Across Multiple Brands — Al Rondon (Coca-Cola) and Tony Merritt (Stanley Black & Decker).
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