Motorsport sponsorship is explained in a video featured on this week’s Business of Being a Race Driver. You will also find out why authenticity is more valuable than follower counts, how to pick a manager and much more.
Overview
The Business of Racing
Rejection is Protection
How do you move from being a “sticker on a car” to a true sales asset for a global brand? In this episode of the Racer On Demand podcast, Amanda and Megan sit down with Theresa Kapper, Director of Marketing for Nexen Tire America. With over 20 years of experience in the tire industry, Theresa explains how she bridges the gap between marketing and sales by leveraging motorsports athletes as strategic partners.
Theresa shares why authenticity is more valuable than follower counts and provides a masterclass on the “long game” of sponsorship. Whether you are pitching a new brand or managing a legacy partnership, this episode provides the mindset shift you need to turn a “no” into a future “yes”.
Picking a Manager
Every year, families new to motorsport hand large sums of money and their child’s career to someone calling themselves a manager or an agent. Many of these people are great people. Some of these people are not, and the families rarely know the difference until it is too late.
In a recent LinkedIn post, Dan Wells of Drivers Lab explains the difference and gives advice on how to pick a manager.
Motorsports Sponsorship Explained: ROI, AI, Sponsor Expectations & Scam Warnings
In this episode of EPARTRADE Race Industry Now, Mike DeFord, Business Development Director at VSC Race Works, explains how motorsports sponsorship has evolved beyond decals and logo placement into data-driven business partnerships.
Hosted by Brad Gillie of SiriusXM Channel 90, Late Shift, this webinar covers sponsorship ROI, digital marketing, social media value, AI tools, content creation, hospitality programs, sponsor reporting, and how racers can avoid common sponsorship scams.
Competing for Media Attention
Motorsport media strategist Alexandra Schieren explains the three rules of how to pitch well to journalists at the grassroots and non-premium series level. You can read her post on LinkedIn here.
Alexandra was a guest on the Motorsport Prospects Podcast and had more great advice for current and aspiring race drivers. You can listen to her episode here.
‘I Cared Too Much’ – Lando Norris’s Rollercoaster Relationship with Social Media
In this exclusive panel hosted by The Race and Axios at Cannes Lions 2026, Formula 1 World Champion Lando Norris and McLaren’s Chief Marketing and Brand Officer Lou McEwen dive deep into the world of McLaren.
McEwen explains McLaren’s unique business model, where they are 100% funded by partners, making off-track brand success just as vital as on-track results.
Norris reflects on his rise to fame, the mental toll of social media, and how winning has provided him with newfound confidence.
Plus there’s a look at how McLaren is using digital platforms, free membership programs, and live “fan-first” events in cities like London and Miami to reach new global audiences.
Why You Need to Have a Unique Selling Point with Team Brit’s Mike Scudamore
My guest this week on the podcast is Mike Scudamore of Team Brit who explains why you need to have a unique selling point when approaching potential sponsors. He provides actionable advice on how to approach brands, structure sponsorship payments and much more. He also explains how Team Brit is inspiring people with disabilities to get involved in motorsport.
The episode drops on Wednesday, July 8th at 10:00 AM EST. You can subscribe to the podcast and listen on the Motorsport Prospects Podcast website or on all major podcasting platforms.
Author: Mark Boudreau
Mark is the publisher of Motorsport Prospects and the host of the Motorsport Prospects Podcast. 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.
