Why you are posting on social media is just as important as what you are posting, and Eddie Garrison explains how you should approach your social media marketing to best effect in this week’s edition of The Business of Being a Race Driver.
In addition to social media marketing advice, this week I feature recommendations on how to prepare for that sponsorship meeting, tips on activating your brand, and a media training webinar you can attend.
If that is not enough, I have advice on negotiating driver contracts, the cost of owning the brand-new Nissan Z GT4, some racing opportunities to investigate, and much more.
All this in this edition of The Business of Being a Race Driver.
The Business of Racing
In Social Media Is About More Than Just Posting Content, Eddie Garrison looks at how you should approach your social media marketing by looking as much at why you publish as to what you publish. “Understanding the reasoning behind what you post will quickly prove that a social media strategy is about more than posting. You may push out a message or two, but are those messages actually contributing to your overall digital strategy? And do they align with your overall end game?“
Moving from the digital to the real world, Megan Meyer looks at what to think about for your sponsorship proposal meeting. “You’ve spent hours crafting the perfect pitch deck for your potential sponsors, but now it’s time to actually present your proposal. Beyond information, there are a few other details you’ll want to know about so that you can be your most comfortable and confident in your sponsorship proposal meeting. Like a good date, the meeting hour itself isn’t the only part of the process that matters. What happens before and after the meeting is also a routine you should follow, as well as what you wear and who should be in the room.“
Who you authentically are as a driver is your brand and this is something that you need to understand in order to properly present that brand to a potential sponsor. Charlotte Woods explains why athletes seeking sponsorship need to know their brand. “An athlete’s brand is perhaps the greatest asset they hold in their sponsorship toolkit. It’s their superpower. But to activate your superpower, you have to know what it is and how to use it.”
MotiV8 Training will be putting on a Media Training Masterclass with Media Mastercoach Filippa Guarna on Monday 14th November, 7pm ADST. “During this fast-track masterclass it will cover what the media industry requires of you, how to increase technical media skills to create content, build productive media solutions and relationships, and therefore bring more success and media leverage to their career.” You can find more details and register here.
Looking at the issue from the sponsors point of view, sports marketing agency Sport Dimensions looks at how companies should be maximizing their motorsports sponsorship. “From events to teams to the entire series, there are many ways for your brand to leverage this platform as part of your marketing strategy. You know what they say, “there’s strength in numbers,” and being partnered with a motorsports property can be incredibly beneficial to your brand – even if that means hooking into an iRacing event. Heightened visibility, increased sales, differentiation and unique assets make this one of the most exciting platforms to be involved with. It is a different world, so there are some things to consider before heading in.”
Driver contracts have been in the news over 2022 with both Alex Palou and Oscar Paistri involved in some convoluted contract complications. Sports lawyer Gen Gordon-Thompson looks at the situation of motorsport contracts in Using the Motorsport Media: Alpine vs Piastri over at the National Motorsport Academy blog. You can read more from Gen and her advice on what to look for when negotiating a driver contract in my two-part interview with her in News Racers Can Use. You can read Part 1 here and Part 2 here. As always, consult a lawyer as not all situations are the same.
The Costs of Racing
Car and Driver looks at the brand new Nissan Z GT4 which they describe as a 450-HP, $230K race car for amateurs and pros. “Nissan says the Z GT4 will cost $229,000, but that doesn’t include the mandatory destination charge, which we expect to be at least $1000. Of course, racing is an expensive endeavor (even for amateurs), so the price of owning and actually tracking the Nissan Z GT4 will require deep pockets when orders open in mid-2023. For those who can afford it, the GT4 version should be a lot more satisfying than the standard-issue Z, at least at the track.”
If you are currently racing Mazda Spec MX-5 in the United States or are planning to do so, Mazda has a new Build & Conversion Kit promotion. As per Mazda:
As you may be aware, Mazda has an amazing Spec MX-5 new build & conversion kit promotion running at the moment, offering up-to $10,000 in discounts for new drivers/teams! The promotion is good until December 31st. To be eligible for the promotion, you’ll have to pre-purchase your 2023 points registration with Spec MX-5. We have set up a link on our website where you may purchase your “Preseason Pass” with us, making you eligible for the Mazda parts promotion:
If you already have a Spec MX-5 race car, please ignore the above. The Series will be releasing a “Season Pass” which will include the same 20% discount in due course. Expect this to happen when we release our 2023 Spec MX-5 Challenge schedule.
A NOTE FROM THE SERIES MANAGER
We are diligently working to have the 2023 season lined up & locked in by the end of November, giving you and your team ample time to plan for next season. We have exciting new changes to our schedule, as well as Mazda’s Contingency Program.
If you are a club racer in the UK, you can apply to become a 2023 ClubRacingUK Ambassador. This membership program includes the following:
- Discounts from a huge range of products and multiple companies
- competition entries
- priority posting
The iconic Sepang 12H endurance event is making a return next March at the Sepang International Circuit in Malaysia. The race, which will be run for GT and TCR cars, brings endurance racing back to Southeast Asia, Japan excluded, for the first time since 2020. Eurasia Motorsport will once again enter the event with their Hyundai i30N TCR car.
Hyundai i30N is an extremely competitive TCR car. This, along with their class-winning form in the TCR Asia International Series plus their previous Sepang 12H experience, results in a winning ambition being a realistic prospect.
Eurasia Motorsport has competed in five Le Mans 24h, the Daytona 24h and also the Dubai 24h. This plus their Championship winning record in TCR, GT, LMP and Formula Cars brings a world-class team to the event.
The March 16-18 event, in its first year will be run to 8 hours in order to keep costs in check before returning to a full 12 hours in 2024. Hankook is the sole tyre supplier for the event. Interested drivers can test in the car at Sepang, dates are restricted therefore places will be on a first come, first served basis. Contact Eurasia Motorsport for more details.
Arrive Drive Motorsports have announced that they have acquired the F1600 assets of Exclusive Autosport. “With cars, data, setup, and more thanks to @exclusiveautosport we are ready to hit the ground running. Seats now available for upcoming events at Sebring, Homestead, NOLA, and COTA – as well as multiple private testing opportunities as we interview drivers for the 2023 Formula Race Promotions F1600 Championship and the SCCA Hoosier Super Tour / Runoffs.” Contact Arrive Drive Motorsports for more information.
P1 Groupe is now exploring 2023 Racing options with drives available in the following series/events:
- Rolex 24 at Daytona
- IMSA WeatherTech Season
- IMSA VP Racing Challenge Series (LMP3/GT4)
- Porsche Carrera Cup
- Porsche Sprint Challenge
- Lamborghini Super Trofeo North America and Europe
- Creventic 24H Series
- SRO GT4 America and Sprint X
and many more!
Contact P1 Groupe directly for more information.