What role does social media play in getting and keeping sponsors?
Answered in: 2024 Motorsports Sponsorship Summit Part 1The Answer
Social media is now essential - sponsors measure your influence and engagement, not just follower counts. Plan content monthly using categories like race results, product promotions, behind-the-scenes shop content, personal hobbies, and sponsor highlights. Post consistently year-round including off-season. Repost successful content after 90 days since only 6-10% of followers see each post. Create content showing sponsors' products in use - this 'digital sampling' demonstrates products to audiences who can't physically try them. Send monthly social media performance reports to sponsors with screenshots of posts, engagement metrics, and positive comments mentioning their products. Sponsors like Permatex are now running contests specifically evaluating racers' content creation abilities.
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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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