Why do sponsors say it's no longer about just putting logos on race cars, and what do they actually want instead?
Answered in: 2023 Motorsports Sponsorship Summit at Mechanix WearThe Answer
Multiple brand representatives emphasized that logo placement alone doesn't provide enough value anymore. What sponsors want is: 1) Content creation - videos, testimonials, and explainer content they can repurpose, 2) Authentic product promotion and education that helps with the buyer's journey, 3) Extension of their marketing team - helping with social media, retailer relationships, and events, 4) Activities that drive actual sales through affiliate codes, coupons, or lead generation, 5) Building relationships and providing value between race events, not just on race day. VP Racing Fuels noted their top-performing content pieces were actually unplanned authentic moments, not the contracted minimum deliverables.
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2023 Motorsports Sponsorship Summit at Mechanix Wear
Recorded live January 7, 2023 — six sessions in three hours: 1. Why Brands Sponsor & How They Calculate ROI — Alex Striler with Ben Dolan (VP of Marketing, VP Racing Fuels), David Cardey (Sales Manager, Eibach Springs), Jackie Donahue (Group Marketing Manager, NGK Spark Plugs), and Jesse Spungin (President, Mechanix Wear). 2. Promoting Yourself & Sponsors Thru the Media — Tony Yorkman (Marketing Director, Team RTR), Megan Meyer (NHRA champion and founder of Driven By Social Academy), Dan Schechner (Editor, PRI Magazine), Don O'Neal (Racers in Rental Cars podcast), and champion drifter Vaughn Gittin Jr. 3. Activating at Events to Increase Brand Value — Alex Striler with Kevin Miller (CEO, USAC), Matt Martelli (CEO, Mad Media and the Mint 400), and Dan Dennehy-Rodriguez (SCCA). 4. Creating Decks That Attract & Writing Proposals That Sell — Alex Striler, Tony Yorkman, and Megan Meyer. 5. Finding Tire and Wheel Sponsors — Tony Yorkman with Chris Meyer (Senior Marketing Specialist, Maxxis), Brian Henderson (Wheel Pros), and Michael Mathis (CEO, Atturo Tires). 6. Networking and Meeting New Sponsors — Alex Striler with Kathryn Reinhardt (SEMA board member), Travis Clarke (SVP, Wasserman), and David Morton (Fifth Third Bank).
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