Treating your sponsors with a million-dollar mindset is just some of the advice you will find in this week’s edition of the Business of Being a Race Driver. You will also learn about accessing sponsor marketing and advertising budgets, a media training course for young drivers and the potential of F2 and F3 sponsorship.
The Business of Racing
From the Driver’s Point of View
On Racing Drivers by Terence Dove discusses the million dollar mindset required for seeking motorsport sponsorship and how to find big backers by treating everyone like they’re worth a million. “If you land a sponsor who gives you fifty quid (even if it is just to get you off their case) then treat them like they paid you a million.” Read more here.
Ken Ungar, founder of the Charge sponsorship agency looks at AI and sponsorship and discusses whether its a revolution or just another tool. “Last week, one of my colleagues predicted that “AI will replace all sponsorship consultants. But let’s get serious. Is this claim even possible?” Read more of his thoughts here.
Alexandra Schieren of AS Sports Communication has put together a media coaching program specifically for young drivers called Master Your Media Game.
Breaking into motorsport—and making it to the top—is no easy feat. While most drivers focus on their on-track performance, success in this sport is about much more than just racing. Physical fitness, mental resilience, technical knowledge, and—crucially—communication skills all play a role in shaping a complete athlete.
Talking to the media and public isn’t something that comes naturally to most drivers. And as someone just starting out, your approach needs to be different from that of a seasoned pro. Your message, confidence, and media strategy should reflect where you are in your career.
This concise, hands-on training will help you:
- Understand why working with the media is essential for your career
- Learn what to say (and what to avoid) in interviews
- Handle different types of questions with confidence
- Develop key messages that show who you really are
- Overcome nerves and feel in control during interviews
By the end of the training, you’ll be able to approach media interviews with ease—and use them to your advantage. Contact Alexandra through her website here for more information.
The latest episode of the Motorsport Coaching Podcast features race driver Sam Silvestro. With over 40 years in motorsport, Sam shares his incredible journey from club events to running a business with a broad footprint in the motorsport industry. You can listen to the podcast here.
In the video above, Amanda Sorensen, professional off-road racer and drifter for the US Air Force, explains the difference between paid advertising budgets and marketing budgets and how to utilize each. Sorensen was interviewed by Alex Striler at the 4th Annual Motorsports Sponsorship Summit on January 12, 2025.
The video above is related to Amanda’s video. Jim Liaw, General Manager of PRI and cofounder of Formula Drift, explains how each sponsorship is unique and that bigger companies typically have “pockets of money” in marketing departments and at their agencies that can be tapped into for sponsorship. Liaw was interviewed by Alex Striler at the 4th Annual Motorsports Sponsorship Summit on January 12, 2025.
From the Sponsor’s Point of View
The world of motorsport is undergoing a profound transformation; the FIA F2 and F3 categories no longer represent simple transitional stages to Formula 1, but true laboratories of excellence, where stories of talent, determination and innovation are forged. These championships are shaping up as strategic marketing platforms, offering companies the opportunity to associate themselves with authentic values and tell engaging stories that speak to the hearts of an increasingly demanding public.
RTR Sports Marketing looks at how F2 and F3 sponsorship represents a new frontier of opportunity for sponsors. “Insights into the difficulties, strategies and victories of young drivers have made these championships extremely fascinating, offering a narrative that goes beyond mere competition on the track. This narrative has the power to capture the attention of a large and diverse audience, turning each race into a story of courage and resilience” Read more of their analysis here.
Author: Mark Boudreau
Mark is the publisher of Motorsport Prospects. As a lawyer, he applies his legal background and research skills to assist race drivers by showcasing the resources they need to make their motorsport careers happen.
