The Business of Being a Race Driver for May 31, 2022

This week in The Business of Being a Race Driver, I cover a few tips that will help you in your hunt for sponsorship including a number of webinars you can attend, as well as how one driver is handling his transition from Australia to Europe. I also look at how to engage millennials with motorsport and more.

The Business of Racing

• Megan Lingner shows you some easy ways to promote your sponsors on social media in your everyday use. “But now comes the hard part: Promoting your sponsors as you told them you could. That means tons of content, tracking, and engagement. Keeping up the content machine without interrupting your work (or taking all your time away from the shop) can feel like a mighty task. I’m here to give you some ideas on how to align your sponsored promotion with your audience’s favorite kind of posts: behind-the-scenes, everyday content.”

• Sport Dimensions has an excellent look at the importance of engaging new generations through motorsport. This is a key topic to be discussing with your current sponsors as well as to those potential sponsors that you are pitching. “We are seeing companies make dramatic changes in effort to serve a new set of consumer behaviors made possible by higher connection, new technologies and faster pace. It seems the way forward is composed of two opposite approaches: improved digital work and unique experiences all presented in an authentic way.”

Upcoming Motorsport Sponsorship Webinars

This week I have details on a number of upcoming sponsorship workshops that may be of interest.

• On Facebook:
  • Thursday, June 16, 2022 at 4:30 AM – 5:30 AM EDT: MotiV8 Training Sponsorship Workshop webinar on Facebook.
  • Thursday, June 16, 2022 at 10 PM – 11 PM: Sponsorship 101 with Michele Abbate

• On Zoom:
  • Friday, June 17, 2022 1PM-6PM EST (10AM-3PM PST): 2022 Motorsports Sponsorship Summit

Full details can be found on the Motorsport Prospects Events page.

The Costs of Racing

• In the article Brendon Leitch: From a land down under on the Lamborghini website, Brendon explains how he has managed the transition from racing in Australia to racing in Europe. “I’m a qualified mechanic so I work for Leipert Motorsport every day in the workshop, from 8am to 12pm,” says Leitch, who is combining a campaign in Super Trofeo Europe with a season in GT World Challenge Europe in GT3. “It’s helped a lot with tuning cars and finding the right setup. I’m able to diagnose things really quickly so that’s a big help. Knowing what every component does is really important and I’m able to use my expertise to understand the vehicle dynamics and setup so much better because of what I do each day at work.”

• Motorsport Australia’s Official IT Provider, InWolk, will continue to partner with Motorsport Australia in 2022 and beyond. “Improving our online offering to members is something that we are particularly focused on at this time, as part of a broader radical simplification of our systems. We also know that more and more people want to be able to complete their renewals or licence applications online, as we add more functionality to our portal and online systems.”