For many motorsports still retains the glamorous image established in the early 60’s and while it’s not all champagne and parties, national level motorsports provides the same excitement and drama as any other category of motorsport.
Another common preconception of motorsports is the cost and while running a Formula 1 car will cost hundreds of millions per season, you don’t have to invest that kind of money to enjoy the benefits of a motorsports partnership.
For many businesses and business owners marketing is a big investment and needs to work hard to return benefits. This is where a motorsports partnership needs to be a real consideration for brands looking to deliver value across a multitude of marketing channels and platforms with various activations.
The days of “sponsorship” have passed and it’s no longer enough for a brand to have a logo on a car and nothing else. As drivers we know we need to deliver more hence why a true partnership is key to success.
What are the key benefits of a motorsports partnership?
Here are the key benefits of a motorsports partnership and we’ll explore them in more detail below:
- Brand awareness
- Hospitality
- Positive association
- Networking
- VIP experiences
- Exclusive content
- Digital marketing support
Brand Awareness
Perhaps the first thing partners think of when talking about partnerships is the brand awareness, logos on cars, team wear and other tangible assets is a great tool for any business looking to build a brand and raise awareness. There is more to a partnership than logos though, a strong campaign will also generate newsworthy content which can be activated through a solid PR strategy with local and trade press, enhancing brand visibility to both B2B and B2C audiences.
Positive Associations
Building on the previous point, being associated with a positive race outfit with a strong message will in itself have a halo effect in enhancing the perception of a business, success breeds success after all. This can be maximised by making use of the branded race car at other events such as trade shows, showroom sales events
Networking
Motorsports partnerships also provide a great networking opportunity, not just with other partners on the same outfit but up and down the paddock there are potential customers and business opportunities. From activations including sampling to face to face meetings at the track the opportunities are there for the taking and provide an unforgettable experience for businesses and clients alike.
VIP Experiences
VIP experiences are one of the more powerful aspects of a motorsports partnership, while other sports offer hospitality motorsports can take this to another level allowing partners, clients, their staff and customers to experience the thrill of being in a race car first hand.
Race day hospitality gives partners a chance to get close to the action enjoying paddock access, garage tours and full catering. Meanwhile a track experience gives everyone an unforgettable day in the pit lane and on track as you take to the passenger seat for an on track stint.
All of the above can be used in a number of different ways from rewarding staff for their hard work and treating those clients who are extra special right through to competition prizes for those valued customers who deserve a special experience.
Exclusive Content
Creating engaging content can be a struggle for any business, customers, staff and suppliers don't want to hear about your product all the time. Partnerships provide a great source of alternative content in a number of forms from written to photography and video content which can be a real benefit in terms of increasing engagement with key audiences.
Some examples of content include:
- Race reports
- Product showcases
- Team updates sharing how we're working together
All of these make engaging pieces in either video or written form and can really drive audience engagement across a range of marketing channels helping to keep your brand front of mind.
Digital Marketing Support
Not every motorsports partnership will be able to help on this front, however my background in digital marketing can provide real added value to partners. With experience in website design, development and optimisation across all digital marketing channels. Digital marketing support, which could include training workshops for staff, provides real potential for any business to see measurable results from a partnership, providing long term benefits to a business.
Get Involved
Find out how a partnership with DO Racing provides a real advantage to your business as part of your existing marketing plans, get in touch.
