How can I create lasting value for sponsors beyond the race weekend?
Answered in: 2023 Off Road Sponsorship Summit Fall 1The Answer
The key is creating content and activations that continue paying dividends after the event ends. King of the Hammers does this by developing storylines through social media that build over time, showing personality, and engaging with followers consistently. They tag sponsors in reels, include them in highlight videos even when sponsor representatives aren't present, and look for creative activations like drift taxi demonstrations or EV community events that generate ongoing content. The goal is to avoid having your sponsor's investment disappear when the banners come down - create stories, content, and experiences that extend the value throughout the year.
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2023 Off Road Sponsorship Summit Fall 1
Session 1 of the 2023 Off Road Sponsorship Summit, live from Slash X Ranch in Barstow during the California 300 (October 4, 2023), hosted by Alex Striler and Tiffany Stone: 1. How King of the Hammers Creates Value for Optima Batteries — Courtney Prost (Communications Manager, King of the Hammers) and Cam Douglass (Director of Marketing, Optima Batteries). 2. What is ROI? — Tom Kelly (CFO, Monster Energy). 3. Creating Value for Toyota — Andre' Jackson (Digital Marketing, Toyota) with champions Johnny Greaves and CJ Greaves (7x Pro 4 champion). 4. Creating Value for BFGoodrich — Nate Hunt (BFGoodrich Program Director, Jackson Motorsports) with Rob MacCachren and Cayden MacCachren (UTV champion and Factory Polaris driver).
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