How can athletes find out what a potential sponsor's marketing plan and goals are before pitching them?
Answered in: 2023 Motorsports Sponsorship Summit at Mechanix WearThe Answer
Research their history and what they've done in previous years - the overall fundamentals usually stay consistent. Look at how they've used athletes before: Do they focus on race results and championships, or on content and product endorsement? Study their social media and booth presence at trade shows to see what products they're pushing and what marketing messages they emphasize. Most importantly, build a relationship first and ask them directly. Vaughn Gittin Jr. sends an executive summary asking what brands need, and often discovers he can't provide what they want, so he doesn't pursue it. If you can't determine their plan, focus on sales - all companies want to sell more product, so helping drive sales is universally valuable.
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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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