Determining your motorsport budget is just one of the topics covered in this week’s Business of Being a Race Driver. You will also find tips on how smaller teams can approach larger brands, how to attract and keep sponsors and the power of social media and digital marketing in motorsports. Plus, much more!
The Business of Racing
From the Driver’s Point of View
In the video above, Al Rondon, Director of Sports Marketing of Coca-Cola, talks about how smaller teams can approach larger brands. Rondon was interviewed by Alex Striler at the 4th Annual Motorsports Sponsorship Summit on January 11, 2025.
The Charge sponsorship agency explains what’s missing from your sponsorship search. “Many sponsorship seekers believe that a well-crafted sponsorship deck is the golden ticket to securing lucrative partnerships. While a compelling deck is undoubtedly important, it’s merely one piece of a complex puzzle. At CHARGE, I’ve seen countless new sellers download our free deck template, thinking it’s the ultimate solution. However, the reality is far more nuanced. In this article, I’ll share the essential components that truly make a sponsorship search successful.” Read more here.
Brett Becker at Speed News explains how to attract and keep sponsors. You can read the complete article here.
“The problem is that there’s a lot of club guys, and when I say club, I’m not just talking road racing, whatever it may be, it’s local circle track guys, drag race guys, whatever it may be, an amateur racer and the way that they perceive sponsorship to be,” DeFord said. “And so right now I field all sponsorship requests for almost a dozen companies. Anything that goes to their inbox is forwarded to me when it’s someone looking for sponsorship or support of any type. And 95 percent of those emails are, “My name’s Joe, I race this here, it costs me $25,000 to race a year. I’d like you to sponsor me for that amount.” And that’s, honestly, that’s a good email compared to a lot of them. I open every email I get, but those immediately get closed and they get thrown in the trash because that is not how people should go about looking for sponsorship.”
Zoe Woods shares the unique story of her journey into motorsport on the Motorsport Coaching Podcast, starting from a family not traditionally associated with the sport and transitioning from go-kart racing to competing in the Monochrome GT4 Australia Championship. Listeners will hear about Zoe’s experiences navigating a male-dominated field and how her passion and determination propelled her forward.
She also shares valuable advice for female drivers breaking into the industry, emphasizing the importance of having a strong personal brand and the role social media plays in her sponsorship endeavors. Zoe’s entrepreneurial spirit extends beyond the track as she talks about her business, Lulu Lashes and Beauty, and how it complements her career in motorsport. You can listen to the episode here.
Motorsport is undergoing a momentous transformation, thanks to the integration of digital technologies and virtual racing. The meeting of the real and the virtual has opened up new avenues not only for teams, but also for sponsors, who can now reach a global audience in an interactive and measurable way.
RTR Sports Marketing looks at how esports are revolutionizing the sponsorship industry , here are some concrete cases ranging from the Formula 1 to MotoGP, to stories of transition from simracing to the real world. Read their analysis here.
“An exemplary example of the transition from simracing to real motorsport is Cem Bolukbasi, among the first drivers to move from the virtual world of F1 to the real track. His experience shows how simracing can serve as a springboard for a career in traditional motorsport, opening up new prospects for young talent and sponsors eager to invest in new recruits. Bolukbasi is currently involved in the European Le Mans Series.”
In the video above, Jackie Donahue, Experiential Marketing Manager of Niterra N.A./ NGK Spark Plugs, talks about activations that create a return on investment (ROI), the value of amplifying messages through social media, and NGK’s new brand ambassador program. Donahue was interviewed by Megan Meyer at the 4th Annual Motorsports Sponsorship Summit on January 12, 2025.
From the Sponsor’s Point of View
The GT World Challenge America website explains the power of social media and digital marketing in motorsports. You can read their thoughts here.
“Motorsports has seen tremendous growth on a global scale, with more engagement and interest from audiences worldwide than ever before. While the increased level of competition, cutting-edge technology and machinery, and series expansion have all been fundamental in the overall success of the sport, the importance of online presence cannot be overstated. In today’s modern era, the competition extends beyond the track. Social media and digital marketing have become essential tools for attracting new viewers, promoting teams and sponsors, and bringing the sport’s reach to new heights.”
No matter where your brand is investing marketing dollars, the value you get back is the priority. There are different value equations for different forms of marketing. In motorsports marketing, the value equation involves four primary stakeholders: fans, sponsors, teams, and series. Each channel will function differently, but they all need to work together to maintain a sustainable balance for everyone involved. Sports marketing agency Sport Dimension explains how it all works.
The Costs of Racing
The video above explains how amateur sports charity Road to Racing Canada helps drivers succeed in motorsport by providing tax receipts to their sponsors.
In Vroom Kart‘s second special column with Giovanni Minardi, they tackle the topic of costs head-on, delving into the details of what it takes financially to become a Pro and how to carefully evaluate investments in the medium and long term. You can read the article 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.
