How can companies that aren't directly related to racing (non-endemic sponsors) be good sponsorship targets?
Answered in: 2024 Motorsports Sponsorship Summit Part 3: Fifth Third Bank, EPIC Racewear, BELL & Optima BatteriesThe Answer
Non-endemic companies can be excellent sponsorship targets because there's less competition for their attention. Fifth Third Bank chose motorsports specifically because no other banks were doing it, giving them a wide open market to differentiate themselves from competitors. David Morton noted he doesn't receive many sponsorship pitches, suggesting racers are overlooking financial institutions and similar companies. Banking services are commoditized, so sponsorship in motorsports allowed them to stand out in a way that traditional marketing couldn't achieve.
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2024 Motorsports Sponsorship Summit Part 3: Fifth Third Bank, EPIC Racewear, BELL & Optima Batteries
Sponsor Speed Dating, second half — one-on-one sessions from the 2024 Motorsports Sponsorship Summit (January 13, 2024): 1. David Morton (Fifth Third Bank) on how a financial-services company measures racing partnerships. 2. Dan Bailey (EPIC Racewear) — a Canadian sponsor's perspective. 3. Kyle Kietzmann (CEO, Racing Force Group — BELL Helmets & OMP) on how the helmet giant evaluates racers. 4. Cam Douglass (Optima Batteries) on why Optima sponsors so many series and what they expect in return.
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