In this week’s edition of The Business of Being a Race Driver, I delve into the topic of why visibility alone isn’t sufficient in sports sponsorship. Alongside this discussion, I also provide valuable insights for sponsorship sellers on effective strategies for surveying their audience.
The Business of Racing
From the Driver’s Point of View
The Brazilian business news portal InfoMoney recently published the results of a study conducted by Ilumeo, a market intelligence agency, exploring the excessive number of brand sponsorships on professional soccer jerseys in Brazil. The study offers an eye-opening insight: having too many logos on a uniform fails to drive meaningful engagement with fans or the broader public.
Read more about why visibility isn’t everything in sports sponsorship here.
From the Sponsor’s Point of View
The video about from the Charge sponsorship agency explains how to get to know what your audience is.
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.
