How can I create value for sponsors when I'm not winning races or getting podium finishes?
Answered in: 2022 Motorsports Sponsorship Summit part 1The Answer
Focus on driving sales through B2B and B2C relationships. Richie Lewis from E3 Spark Plugs emphasized that introducing sponsors to other business contacts who could become customers is far more valuable than logo placement. Tony Yorkman from K&N stressed the importance of having others tell your product story through original content that speaks to their audience. You can also create value through appearances at retail stores, sampling products at events, and building strong social media engagement. The key is thinking like an extension of the sponsor's marketing and sales team.
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2022 Motorsports Sponsorship Summit part 1
The first half of the 2022 Motorsports Sponsorship Summit (June 17, 2022) — five sessions: 1. ROI & Why Brands Sponsor — Alex Striler with Joe Parsons (Director of Special Marketing, Monster Energy), Eric Seibold (Innovations Manager, Permatex), Tony Yorkman, and Ritchie Lewis (Director of Motorsports, E3 Spark Plugs). 2. Decks & Proposals — Alex Striler and Megan Meyer on the difference between decks and proposals, and what goes into each. 3. Valuing Tangible & Intangible Assets — Alex Striler and Megan Meyer on pricing your program like a pro. 4. Valuing Social Media — with Rich Houseman of Hookit, on how their algorithm puts a dollar value on posts. 5. SIM Racing & Virtual Sponsorships — Jim Beaver (eNASCAR Coca-Cola iRacing Series franchise holder) and Joe Bricky (Marketing Director, Virtual Racing School).
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