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2023 Drag Racing Sponsorship Summit Part 2
Session 2 of the 2023 Drag Racing Sponsorship Summit (March 28, 2023): Successful Activations — leveraging sponsorships through activation that keeps brands renewing. Hosted by Alex Striler with Megan Meyer (NHRA champion, Driven By Social Academy), NHRA champion Ron Capps (NAPA Auto Parts), Dystany Spurlock (BMW), and Chris Bishop (Sea Foam).
Companies in this video
Questions answered in this video
9 questionsAthletes can bring their race car to retail store displays, hand out product samples, and interact with customers. For example, setting up the car in front of stores like Menards or grocery stores the day before races, spending 2-3 hours meeting customers while they sample products that are available for purchase inside. Athletes can also pump gas at sponsor locations, attend grand openings, and visit multiple store locations in the region. One driver visited 18 Sheetz stores in 21 days as part of their activation strategy.
Content requirements vary by sponsor but can be substantial. For example, Seafoam requires 30 photos per month for each of their 12+ products, plus 30-second to one-minute videos for each product monthly. The content often focuses on showing products being used in everyday settings rather than motorsports contexts, as sponsors want to reach the general end user. This content is used for social media and brand awareness campaigns.
How important is building relationships before pitching sponsors, and what's the best approach?
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What are the three main categories of sponsor activation that athletes should understand?
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How can athletes use trackable metrics and data to prove value to sponsors?
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What should athletes consider about sponsorship term length and contract structure?
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How should athletes approach sponsors at trade shows like PRI?
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Why is it important for athletes to look professional and presentable when seeking sponsorships?
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How can athletes bring value to sponsors by reaching new audiences outside traditional motorsports fans?
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