What's the biggest mistake non-endemic brands make when entering motorsports sponsorship?
Answered in: 2022 MX Sponsorship Summit: Agents & AgenciesThe Answer
The biggest mistake is using outside agencies that don't understand the motorsports industry. These agencies create inauthentic content - like reversed images of riders doing whips that anyone in the industry immediately recognizes as wrong. This destroys credibility and often results in 'one and done' sponsorships where the brand has a bad experience and never returns, while also bad-mouthing the sport to other brand managers. Brands should either work with motorsports-specific agencies or bring on consultants who truly understand the culture, terminology, and what looks authentic.
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2022 MX Sponsorship Summit: Agents & Agencies
Session 2 of the 2022 Motocross Sponsorship Summit, recorded live at Troy Lee Designs (August 26, 2022): Working with Agents & Agencies — what agents do, how they get paid, how to find a good one, and how to maximize your value together. With Bob Walker (CEO of Connexions — the Deegans, AMA Pro Motocross, Trey Canard), Lew Lewis (Team Manager, Jeremy McGrath Motorsports 2013–2020), Jimmy Button (VP of Action Sports, Motorsports & Olympics at Wasserman — Dylan Ferrandis), and Eric Morley (Founder of Blue C — Cameron Steele, Monster Energy, Red Kap).
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