2022 Motorsports Sponsorship Summit part 1

Most sponsors don't formally calculate ROI on sponsorships. According to panelists from Permatex, K&N Filters, E3 Spark Plugs, and Monster Energy, they try to track metrics like click-through rates, website traffic sources, promo code usage, and sales patterns, but true ROI is difficult to measure. Eric Sebold from Permatex noted that if a racer can show any sort of ROI estimate, even if imperfect, it's probably more than the marketing people have internally. The key insight is that sponsors look at what works and what doesn't through experience rather than precise calculations.

Different companies need different things based on their business model. Manufacturers want to prove product functionality and validation. Retailers want foot traffic into stores. Service companies want to showcase their offerings. Food and beverage companies want sampling opportunities. Rather than offering generic exposure, ask sponsors about their goals and campaigns for the year, then position yourself as a solution to their specific marketing challenges. As Eric Sebold from Permatex advised, very few people ask 'What are you trying to accomplish this year?' - doing so immediately differentiates you.