The Importance of LinkedIn

The importance of LinkedIn is just one of the topics covered in this week’s Business of Being a Race Driver. You will also find advice on finding sponsorship, speaking to the press and more.

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The Business of Racing

Memories Over Metrics

In this episode of the Racers on Demand podcast, Amanda and Megan sit down with Jacklyn (Jackie) Donahue, Group Marketing Manager for Aftermarket at Niterra North America (parent company of NGK Spark Plugs). With years of experience managing a massive roster of athletes—from drag racers to fishermen—Jackie provides a rare look into how a global brand evaluates its partnerships in a post-COVID world. We dive into the hard decisions required to clean up a legacy roster, how to tap into “hidden” marketing funds, and why the most valuable thing a racer can sell is an experience that even a million dollars couldn’t buy. You can watch the episode above.

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The Athlete’s Second Career Now Starts on LinkedIn

For today’s elite athletes, retirement is no longer the finish line—it’s the beginning of a new professional chapter. This article from the Business of Speed explores why competitors are increasingly preparing for life after sport long before their careers end, building personal brands, investing in education, and developing business skills while they are still competing. It’s an insightful look at how modern athletes are redefining career longevity by thinking beyond the podium.

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A Sponsor Looks at Your Driver’s Instagram Before Their Lap Times

Here’s what most of the paddock doesn’t want to say out loud: a fast driver with no audience is a hard sell. A decent driver with a real personal brand is an easy one. Read more on why this is on Instagram here.

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Speaking to the Press

Your reputation in motorsport extends far beyond what happens on the racetrack. In this LinkedIn post, Alexandra Schieren explains why every public appearance—from interviews and social media to interactions with sponsors and fans—contributes to a driver’s or team’s personal brand. She argues that reputation should be managed proactively, not reactively, making it a valuable reminder that professionalism and consistent communication can be just as important as on-track performance when building a long-term career.

You can hear more from Alexandra on the Motorsport Prospects podcast here.

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Formula 4 Dream: Overcoming Sponsorship Challenges & Building a Brand

Sponsorships are the biggest hurdle for aspiring F4 drivers. Building a personal brand and business skills is crucial, but immediate funding is key to kickstarting a career.

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General Motorsport Marketing Advice & Resources

What Comes After a Major Event You Sponsor

The real value of a sponsorship often emerges after the event ends. In this article, Sports & Entertainment consultancy Sport Dimensions explains why brands should treat post-event activation as a critical part of their sponsorship strategy, leveraging content, relationships, data, and audience engagement long after the final checkered flag or closing ceremony. The piece offers useful insights for sponsors—and sponsored athletes and teams—looking to maximize the return on their partnerships rather than viewing sponsorship as a one-off marketing expense.

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