What makes a sponsor want to renew their partnership year after year?
Answered in: 2022 Motorsports Sponsorship Summit part 1The Answer
Sponsors renew when you consistently create value for them beyond just racing. This includes: generating content that aligns with their brand strategy, introducing them to B2B opportunities with your other sponsors or contacts, helping drive actual sales through appearances, sampling, and promotional activities, telling compelling stories that feature their brand, and thinking like an employee of their company. As Joe Parsons from Monster noted, athletes like Shannon Campbell and Brian Deegan have maintained long-term relationships by 'planting new seeds' - bringing family members into racing and creating their own content and personal brands.
Want the complete breakdown?
Get full access to 2022 Motorsports Sponsorship Summit part 1
2022 Motorsports Sponsorship Summit part 1
The first half of the 2022 Motorsports Sponsorship Summit (June 17, 2022) — five sessions: 1. ROI & Why Brands Sponsor — Alex Striler with Joe Parsons (Director of Special Marketing, Monster Energy), Eric Seibold (Innovations Manager, Permatex), Tony Yorkman, and Ritchie Lewis (Director of Motorsports, E3 Spark Plugs). 2. Decks & Proposals — Alex Striler and Megan Meyer on the difference between decks and proposals, and what goes into each. 3. Valuing Tangible & Intangible Assets — Alex Striler and Megan Meyer on pricing your program like a pro. 4. Valuing Social Media — with Rich Houseman of Hookit, on how their algorithm puts a dollar value on posts. 5. SIM Racing & Virtual Sponsorships — Jim Beaver (eNASCAR Coca-Cola iRacing Series franchise holder) and Joe Bricky (Marketing Director, Virtual Racing School).
Related Questions
Ready to master sponsorships?
Get instant access to 2022 Motorsports Sponsorship Summit part 1 and start implementing these strategies today.