How long should a sponsorship commitment be to see real results?
Answered in: 2024 Motorsports Sponsorship Summit Part 3: Fifth Third Bank, EPIC Racewear, BELL & Optima BatteriesThe Answer
According to Fifth Third Bank's David Morton, sponsorships should be viewed in three-year increments minimum. He emphasizes that any team claiming they can deliver ROI in one year is not being truthful, and any sponsor expecting returns in one year doesn't understand how sponsorships work. It takes time to build the relationships and formal co-partnerships needed to approach customers effectively. Fifth Third's NASCAR partnership is entering its 12th season because they continue to see returns, and they've even increased their investment over time.
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2024 Motorsports Sponsorship Summit Part 3: Fifth Third Bank, EPIC Racewear, BELL & Optima Batteries
Sponsor Speed Dating, second half — one-on-one sessions from the 2024 Motorsports Sponsorship Summit (January 13, 2024): 1. David Morton (Fifth Third Bank) on how a financial-services company measures racing partnerships. 2. Dan Bailey (EPIC Racewear) — a Canadian sponsor's perspective. 3. Kyle Kietzmann (CEO, Racing Force Group — BELL Helmets & OMP) on how the helmet giant evaluates racers. 4. Cam Douglass (Optima Batteries) on why Optima sponsors so many series and what they expect in return.
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