In Sport Sponsorship, Sports Marketing

Motorsport marketing refers to creating, developing, and implementing marketing programs based on motorsports, thus leveraging on the passion of a large worldwide audience (people once known as petrolheads and that are today a lot more, with a demographic of 60% male and 40% female, coming from any walk of life).

Motorsports is one of the most dynamic platforms marketers can work with. Local, global, small, big, simple or glamorous – there is always a place for your brand to shine.  The motorsport ecosystem is so specific and there are so many different opportunities that it is always better to look for the support of one of the several highly specialized motorsport marketing agencies in the market.

These agencies operate in a challenging, rich, and intensely exciting environment. Some of the world’s largest brands have built themselves starting from simple grassroots programs that developed into dynamic, multi-series operations ending with the direct ownership of several sports properties.

Sport could look easy to handle but, for marketing managers, executives, and those interested in working with motorsports sponsorship programs, it can quickly become overwhelming without the required knowledge and support from sports marketing consultancy agencies.

The world of motorsports marketing is a tricky one to navigate. There are various dynamics, flexibility, and opportunities, and in order to be successful you have to have someone by your side who knows the rule of the game as well as the players

The opportunities are countless and the ROI potential is explosive: this is why brands invest billions of dollars each year to engage their customers through sport sponsorship.

However, all of those ups don’t come for free; there are some fundamental challenges that you must be aware of and hence, prepare yourself for, beforehand, so planning is essential. The truth is there are no obstacles in motorsports marketing if you are well equipped and if you carefully plan. Motorsports have changed so much that there is no single item of communication that cannot be tackled through them. Even sectors that have traditionally been away from motorsport (think about the green economy) can now be served using the new zero impact categories such as Formula E and MotoE, not to mention the newborn ExtremeE. Also, there are plans and sponsorship deals for pretty much every pocket.

Sponsorship Activation

Sponsorship activation has its language, and properties might try and persuade you with some fancy terms. However, the first step to prepare yourself is to know the fundamentals of what it takes to generate sustainable ROI through your sponsorship program.

Even if you are working on the program in an aspiring manner, 9 times out of 10, you will end up in one of these obstacles faced by motorsports marketing agencies. Therefore, the next step should be to further prepare by avoiding these.

Engaging Customers

For most brands involved in sponsorships customer engagement is key and Motorsports is the right tool to use. This is an ideal strategy because the motorsports platform gives you some of the best opportunities in terms of hospitality and storytelling. From the VIP suites of iconic races to the commercial areas of the tracks any segment of your target could be reached and engaged. Publishing race related content on your website or other social media platforms could make your story telling even more powerful and let you stretch your reach well beyond the boundaries of the race track or the people watching on the TV.

Engaging Different Audiences Effectively

More demographic types, different audiences, more marketplaces, and more options to activate your sponsorship in the most relevant possible way right where you need it. These could be potential customers to engage and win over from the competition we are talking about.

The championships touch several continents every year and give you the flexibility to communicate globally but to act locally with the possibility to run any PR, promotional or communication operation linked to the single race held in the interested Nation.

Any series is different and attracts different demographics thus giving you the opportunity to market your product or service entirely differently. F1 is different from Nascar and the WEC is different from Indycar just to name a few.

Inside any and each category the teams present different features and qualities as well, with different values, ethos and heritage. So there is a lot to take in when putting together a sponsorship program for your company.

One thing is clear by now: the variety and the flexibility is valuable, and programs in motorsports cannot afford not to focus on customer engagement in one way or another.  With the right tools, you can ensure your sponsorship activation plan is balanced and aligned with your objectives from day one.

Knowing What You Are Taking On

Doing brand activation on your own, with no motorsports marketing agencies or sports marketing consultancy, is a risky thing to do. Choosing to go at it alone, initially, managing your own programs might seem cost-effective, but often the inefficiencies add up to missed opportunities and costly learning curves.

It must be remembered that each operation you run at the sport venue has to be devised taking into account that we play in a field with given rules. Timewise everything rotates around the event schedule and you have to stick to the rights you bought from the property. So there are some complication that have to be considered and it is important to have someone in you r team that knows the matter.

So what are the keys to success of a sponsorship programme? I would say , plan in advance and Activate the sponsorship. Stay strategic and keep a constant eye on what you are trying to achieve or solve through the program. Finally, measure the results, because sponsorship is only as good as the results that generates: from the generated visibility for the brand, to the guests’ satisfaction, from the PR actions to the impact on the bottom line.

Where to put the money

You should prioritize the activation budget over the property budget. Even if you have the most incredible property globally, you will not see the return you are looking for if you do not invest in activations. Spend $2 on activation for every $1 spent on a property to extract maximum value.

With those principles firmly in your mind, another step is breaking the myth that all motorsports marketing agencies or sponsorship programs require a multi-million-dollar budget. That is far from the reality of the opportunities available. Some of our most useful and successful programs are centered around targeted, highly efficient grassroots programs. So, no matter your budget, this platform is worth exploring as a way to excite your marketing and bolster your marketing strategy.

Final Words

Overall, motorsport marketing agencies have had an essential effect on sports marketing. The industry continues to change and evolve, using sports marketing consultancy to level up their marketing strategies.

Now that you have learned some obstacles faced by motorsports marketing agencies and why it’s advisable to get a sports marketing consultancy services, visit our website today to take your marketing strategy to the next level.

Riccardo Tafà
Riccardo nasce a Giulianova, si laurea in legge all’Università di Bologna e decide di fare altro, dopo un passaggio all’ ISFORP (istituto formazione relazioni pubbliche) di Milano si sposta in Inghilterra. Inizia la sua carriera lavorativa a Londra nelle PR, prima da MSP Communication e poi da Counsel Limited. Successivamente, seguendo la sua insana passione per lo sport, si trasferisce da SDC di Jean Paul Libert ed inizia a lavorare nelle due e nelle 4 ruote, siamo al 1991/1992. Segue un breve passaggio a Monaco, dove affianca il titolare di Pro COM, agenzia di sports marketing fondata da Nelson Piquet. Rientra in Italia e inizia ad operare in prima persona come RTR, prima studio di consulenza e poi società di marketing sportivo. 
Nel lontanissimo 2001 RTR vince il premio ESCA per la realizzazione del miglior progetto di MKTG sportivo in Italia nell’anno 2000. RTR tra l’altro ottiene il maggior punteggio tra tutte le categorie e rappresenta L’Italia nel Contest Europeo Esca. Da quel momento, RTR non parteciperà più ad altri premi nazionali o internazionali. Nel corso degli anni si toglie alcune soddisfazioni e ingoia un sacco di rospi. Ma è ancora qua, scrive in maniera disincantata e semplice, con l’obiettivo di dare consigli pratici (non richiesti) e spunti di riflessione.
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