Motorsport sponsorship knowledge you can learn from is what The Business of Being a Race Driver column is all about and this week is no different. I have great advice from Day 1 of this year’s edition of the Motorsport Sponsorship Summit, a free webinar that you can take plus the tools to use when you are selling sponsorship.
The Business of Racing
From the Driver’s Point of View
The video above is Day 1 of the two-day 2025 Motorsports Sponsorship Summit, hosted by Alex Striler and Megan Meyer on Saturday, January 11 & 12, 2025 from Blue C Advertising.
The 45-minute panel discussion sessions includes:
- SPONSORSHIP 101: Why brands sponsor and what they want with AL RONDON Director of Sports Marketing, COCA-COLA, ANDRE JACKSON, Marketing Consultant, TOYOTA, and KYLE KIETZMANN, President, BELL & OMP & Zero Noise.
- NETWORKING, DECKS & PROPOSALS: How to meet sponsors and what to give them to start relationships that become sponsorships with RITCHIE LEWIS, Partnership Sales Manager, SUNOCO RACE FUELS, SCOTT LUKAITIS, Motorsports Marketing & Sales, ENGINE ICE, and VIC WOOD, Race Team Relationship Manager, SANDER ENGINEERING.
- GETTING INTO THE MEDIA: Traditional and digital with GEORGE HAMMEL, Founder & Host, STARSTREAM & THE DIRT LIFE SHOW, BRYAN MOORE, Executive Director of Marketing & Aerial Production, TERRIBLE HERBST MOTORSPORTS, TREVOR HOCKING, Account Manager, HI-TORQUE MEDIA, HEATHER WILSON, CEO of HIGH GEAR SUCCESS.
- ALL ABOUT AGENTS & AGENCIES: What agents do and how they get paid with NATE HUNT, Jackson Motorsports Program Director, BFGOODRICH TIRES, ERIC MORLEY, Cofounder, BLUE C , and LUIS MARTINEZ, President, 660 MARKETING.
- SOCIAL MEDIA: How to create value for sponsors using social media with MEGAN MEYER, Creator, DRIVEN BY SOCIAL, PATRICK WAGENBRENNER, Marketing & Communications, RANDYS WORLDWIDE, and ALBERT GARCIA, Founder, MOTORSPORTS CURATED.
Also part of the video are 15-minute 1-on-1 Interviews with:
- TONY MERRITT, Vice President of Marketing & Sponsorships, STANLEY BLACK & DECKER, (DEWALT, CRAFTSMAN, MAC TOOLS)
- DAVE GOWLAND, Vice President of Motorsports, MONSTER ENERGY
- TONY MILLUNZI, Senior Brand Manager, GUMOUT
- TARA WILLIAMS, Motorsports Manager, HALO BY ORTHENE
- ROBERT WILSON, Director of Marketing, BOXO USA
If you’re a motorsport athlete tired of sending out sponsorship emails that go unanswered or feeling lost when it comes to approaching potential backers — you’re not alone.
In this free training from MotiV8 Training, “10 Mistakes Motorsport Athletes Make When Seeking Sponsorship,” you’ll uncover the most common (and costly) errors holding you back — and what to do instead. It takes place on Wednesday 23rd April 2025.
You’ll walk away with clear, actionable tips to:
- Avoid the rookie mistakes that turn sponsors off
- Start meaningful conversations with the right businesses
- Position yourself as a valuable partner, not just someone asking for money
Whether you’re just starting out or want to sharpen your approach, this session will help you feel more confident and strategic in your sponsorship game. You can sign up here.
The video above explains the tools to use when you are selling sponsorship.
From the Sponsor’s Point of View
Ken Unger for the Charge sponsorship agency explains how sponsors win over the Gen Z generation. “You already know that Gen Z is on the cusp of becoming a transformative economic force compared to other generations. So here’s the thing: if you’re a sponsorship manager trying to connect with this important, yet elusive demographic, you’ll need more than just a trendy hashtag and a vague commitment to “sustainability.” I’ve written this article to remind me (and hopefully you) of ways we can tailor sponsorship strategies to Gen Z (and yes, I’ll sprinkle in some real-life anecdotes for flavor).” Read the complete post here.
Silvia Schweiger of rtr Sports Marketing explains the 3 mistakes brands make when investing in sports sponsorship. (And how to avoid them.) You can read what they are here.
Author: Mark Boudreau
Mark is the publisher of Motorsport Prospects. As a former 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.
