How has COVID changed the motorsports sponsorship landscape and funding models?
Answered in: Sponsor Interviews & Expert Sessions — Series BundleThe Answer
COVID fundamentally shifted sponsorship from being race-focused to social media-focused. During the pandemic, with no racing happening, the only pipeline available was social media. Athletes who doubled down on social media content saw their numbers grow significantly because people were home looking for entertainment beyond Netflix. This led to brands finding athletes through social channels, and agencies started putting together deals solely through social media. The funding model has now flipped - the majority of funding can come through social media deals first, with actual race sponsorships second. Sponsors are still fans of racing, but being on the vehicle isn't as important as engaging with fans around the sport through digital channels.
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Sponsor Interviews & Expert Sessions — Series Bundle
Long-form conversations with the people who write the checks and the people who help racers get them: Monster Energy's CFO, Coca-Cola, Hookit, the Mint 400, Wahoo's, super-agent Bob Walker, Megan Meyer and more. 14 recordings, 8 hr 56 min. Includes: Monster Energy CFO Explains ROI; Al Rondon of Coca Cola explains what sponsors want; How Monster Joe selects teams to sponsor; Bob Walker explains everything about agents & agencies; Matt Martelli on sponsorships and activations; How Hookit values social media; Megan Meyer on how to grow a social following; Megan Meyer on creating value with social media; Wing Lam on getting sponsored by Wahoo's FIsh Taco; Get the media to talk about you; Creating 20 Years of Value; Rob Mac 30 Year BFG; Why BOXO USA sponsors racing; Why K&N Filters sponsors racing.
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