What do sponsors care about more - winning races or creating content and connections?
Answered in: 2023 Drag Racing Sponsorship Summit Part 1The Answer
While you need to perform at some level, winning is often what sponsors care LEAST about. What they really want is meaningful connections with their target audience and content they can leverage. Sponsors view good brand ambassadors almost like employees - they're paying for the content and fan engagement, not just the racing. Your ability to consistently create content, engage with fans at the track, and represent the brand authentically matters more than your win record.
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Get full access to 2023 Drag Racing Sponsorship Summit Part 1
2023 Drag Racing Sponsorship Summit Part 1
Session 1 of the 2023 Drag Racing Sponsorship Summit, filmed at the John Force Racing Museum (March 28, 2023): Why Brands Sponsor — why companies sponsor drag racing, how they calculate ROI, what they need from sponsorships, and how co-op marketing money works. Hosted by Alex Striler with Jackie Donahue (Group Marketing Manager, NGK Spark Plugs), Steve Williams (Chief Business Development Officer, K&N), Eric Seibold (Innovations Manager, Permatex), and "Woody" Woodruff (Elite Motorsports).
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