The importance of focusing on your potential motorsport sponsor needs is just one of the topics covered in this week’s Business of Being a Race Driver. You will also learn about what Fifth Third Bank is looking for in new sponsorship opportunities, how motorsports is evolving as a marketing platform and much more!
The Business of Racing
David Morton, SVP of Motorsports & Automotive at Fifth Third Bank, explains how the company started with three racing partnerships and what the company looks for in new sponsorships when adding them to the team. Morton was interviewed by Alex Striler at the 2024 Motorsports Sponsorship Summit on January 13, 2024.
If you enjoyed the content above, you should note that the 2025 Motorsports Sponsorship Summit takes place on January 11-12, 2025. You can find out more about this year’s speakers and register to attend here.
On the November 24, 2024 edition of the Xraised Podcast, the discussion is on building brands through racing. “In this exclusive interview, Jeff Swoboda dives deep into how motorsports is evolving as a marketing platform, the rising popularity of Formula One in the U.S., and the growth of series like the IMSA WeatherTech Sports Car Championship. He shares valuable insights on building strong sponsorship relationships, the importance of innovation in racing technologies, and how brands can engage audiences beyond the track.”
You can listen to the episode of the podcast here.
Ken Unger, founder of sponsorship consulting agency Charge, looks to clarify what in his opinion is misinformation that he is constantly seeing online. “I’d like to share something that’s been bugging me lately. We’re all trying to stay on top of our game in sponsorship. Unfortunately, I’ve come across “advice” from some in the space that’s about as useful as a chocolate teapot.”
You can read what he has to say here.
Speaking of Charge, here is their “Sponsorship Tip of the Week” which is extremely important, that of focusing on the potential sponsor’s goals and needs. You can watch what they have to say here.
Alan Dove explains the one major thing that drivers get wrong about storytelling in motorsport. “No one is fascinated by your “journey” or enthralled by your personal epiphanies. What people do care about, at a deep, primal level, is what other people seem to care about.” Read his thoughts here.
You have heard of elevator pitches right? Well in the video above, Enzo Mucci explains how you need to get yours down if you plan on selling your solution to potential sponsors.
Sponsorship consultant Riccardo Tafà looks at how B2B (business to business) relationships can grow through motorsport sponsorships. “Motorsport sponsorship isn’t just about placing your logo on fast cars—it’s a powerful gateway to innovation, collaboration, and building strategic business relationships.” Read his thoughts here.
Ad Week looks at how F1 Academy brand partners is creating opportunities in both motorsports and business for women.
“’I’ve been in this sport a long time, and I’ve certainly been in very many situations where I had the feeling that I was there as a box-ticking exercise, covering diversity,” Wolff said. “But for the very first time in my career in motorsport, I’ve seen so much authenticity behind trying to create positive and impactful change in the sport.”
Read all the details here.
The Costs of Racing
Autosport has more details on the FAT Karting League and their work to equalize the field for all drivers, especially financially.
“So how are we breaking down the financial and complexity barriers that have traditionally made motorsport inaccessible? For all ages, we have created a season pass that includes nine championship events that make up the racing season. For the very youngest, aged five and six, an all-in fixed-cost season is around £3800, rising for the older classes to £4400 – so an average of around £4000.”
“Next year, along with relaunching our UK hub, we are opening two more in the US with four more to follow the year after. In 2025 the three hubs will work in isolation as their own championships, but competitors will also build points towards a big event at the end of the year: the FAT World Finals.From that, the best driver from the age-appropriate categories – we run racing series for children from six to 17 – will graduate through a prize drive to car racing in Formula 4. Our ambition is to push someone through F4, F3, F2 – and then you know what comes next.”
Read more at Autosport here. For information on the FAT Karting League go here.
Yuven Sundaramoorthy, the only Indian American in the Indy NXT series, has been forced to withdraw from the championship due to the unexpected loss of financial support from his partners, leaving him unable to pursue a title in 2025. Sundaramoorthy, who had shown significant promise in his rookie season and was set to take on a leadership role with his team, expressed disappointment over the timing of this setback.
With Indy NXT poised for increased exposure as it joins the FOX networks, Sundaramoorthy’s absence highlights the broader challenges in securing sponsorship in motorsports amidst economic uncertainty. For further insights into Sundaramoorthy’s journey and the impact of his withdrawal, read the full article at Motorsport.com.
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.
