The Untapped Potential of Female Drivers in Brand Narratives

This week you will learn about the untapped potential of female drivers in brand narratives as part of The Business of Being a Race Driver. You will also learn about the sponsorship proposals process, sponsorship valuations and why you are struggling to secure sponsorship deals. It’s all in this week’s edition of The Business of Being a Race Driver on Motorsport Prospects.


The Business of Racing

The Untapped Potential of Female Drivers in Brand Narratives

Callum Weber appears on Episode 16 of the Slipstream Entrepreneurs’ Podcast explaining why you are struggling to secure sponsorship deals. You can listen to the podcast here or on YouTube above.


Episode 154 of the Motorsport Sponsorship Podcast explains the sponsorship proposals process. You can listen to the episode here.


More than Equal and creative artificial intelligence company, Crant have collaborated to produce a white paper that look at the untapped potential of female drivers in brand narratives. By leveraging insights from More than Equal’s comprehensive Inside Track report and insights generated from Crant’s innovative AI-powered Ink Lantern platform, the white paper provides compelling evidence for the transformative impact of partnerships with female racing drivers on brand engagement, differentiation, and growth. Key insights and recommendations are summarized in this article.


The Untapped Potential of Female Drivers in Brand Narratives

In the video above, Alex Striler and Megan Meyer discuss sponsorship values and valuations. Recorded from the 2022 Motorsports Sponsorship Summit on June 17, 2022. They discuss:

  • Why brands sponsor and what they value from sponsorship.
  • What retailers value.
  • What manufacturers value.
  • What tool companies value.
  • What small companies value.
  • How to sample and do onsite promotions for retailers
  • Activating retailer sponsorships.

If you enjoyed the video above, Alex Striler puts on a number of Sponsorship Summits throughout the year and the video was an excerpt from one of them. Here is the schedule for 2024/2025 so far:

  • June 12: 2024 Motorcycle Racing Sponsorship Summit
  • Aug 21: 2024 Off Road Racing Sponsorship Summit
  • Oct 16: 2024 Sprint Car Racing Sponsorship Summit
  • Jan 11: 2025 Motorsports Sponsorship Summit
  • Feb 22: 2025 Drag Racing Sponsorship Summit
  • Mar 15: 2025 Drift Sponsorship Summit

Megan Meyer has put together some amazing marketing tips for race drivers. You can find the playlist for her current tips on YouTube here.


The Untapped Potential of Female Drivers in Brand Narratives

In this video from Charge Sponsorship, they explain the best audience data to find sponsors. “You’ll need good audience data to show a potential sponsor that their customers are in your audience. However, in this video, sponsorship coach Ken Ungar discusses the best data to attract sponsors for you and your organization.”


Power Sponsorship looks at the dos and dont’s of sponsorship research. “The thing is, sponsorship research isn’t actually that complex, but the way it’s been done, for literally decades, is so entrenched that sponsors often can’t see past it. But to get good data, sponsors need to not only look past the way it’s been done, but sprint past it, and blow it to smithereens on the way by.”



General Sports Marketing Advice & Resources

Riccardo Tafà has put together A Comprehensive Guide to Sponsorships for Sports: Everything you need to know which is an insightful read. “Navigating the intricacies of securing and managing sponsorships for sports requires a deep understanding of the industry dynamics, contractual obligations, and the mutual benefits that come with successful partnerships.”


Mark Boudreau
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.