Should a new sponsor focus on athlete endorsements or event sponsorships?
Answered in: 2022 MX Sponsorship Summit: Agents & AgenciesThe Answer
The answer is both - you need a balance. You need a spokesman/athlete on the track showing your product works and performs, but you also need presence at live events with vendor space where your sales people can answer technical questions and connect with fans who are potential customers. Putting all your eggs in one basket with just an athlete can limit your reach. The ideal approach follows a four-pillar framework: athlete, brand, media/activations, and target audience - if any leg is missing, the whole strategy falls over.
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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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