Why you need to tell your story is one of the themes in this week’s Business of Being a Race Driver. You will also lean several techniques for your social media marketing, the valuable connections that can be made in the Paddock Club and more.
The Business of Racing
From the Driver’s Point of View
Your story is one of the most powerful tools you have as you search for sponsorship and build your brand, As the video above from Charge Sponsorship and this post from Riccardo Tafà’s make clear, telling your authentic story is critical. And as I always like to say, everybody has a story.
“Storytelling is no longer just a creative tactic—it has evolved into a strategic asset, especially in motorsports sponsorship. Rather than simply placing a logo, sponsors can create a vibrant dialogue that resonates with fans, builds trust, and drives measurable ROI.”
Here is a replay of the free webinar from February 26, 2025 that I posted about last week. Join Ken Ungar and Megan Meyer for 90 minutes of social media, sponsorship, and motorsports business tips. Make sure you check out the comments on YouTube here.
In the video above, Albert Garcia, Founder, Motorsports Curated explains how racers can build their communities on social media. Garcia was interviewed by Megan Meyer at the 4th Annual Motorsports Sponsorship Summit on January 11, 2025.
In this video, Patrick Wagenbrenner, Director of Marketing & Communications of Randys Worldwide explains what athletes should focus on when determining what to post on social media. Wagenbrenner says, “Polarization breeds conversation.” Wagenbrenner was interviewed by Megan Meyer at the 4th Annual Motorsports Sponsorship Summit on January 11, 2025.
In sponsorship marketing, securing partnerships isn’t just about making the sale, it’s about creating meaningful, results-driven collaborations. That’s exactly what Doug Holtzman , Senior VP, Sports at Sportsdigita, shared in the Sponsorship Marketing Association’s February webinar, “Win More Sponsors: Crafting High-Impact Partnership Proposals that Get Results.” You can get all the details here.
I’ve emphasized the significance of networking and having a strong support team as you chase your motorsport aspirations, both on and off the track. This is precisely why Motorsport Prospects was established—to connect you with top motorsport professionals who can help you build your ideal team.
In the video above, Enzo Mucci explains how important networking and your team are to your success.
In the video above, Tara Williams, Motorsports Manager of Halo by Orthene talks about Halo by Orthene’s budget cycle, when they make sponsorship decisions, what a sponsorship from Halo by Orthene looks like, and what is important to the brand when making sponsorship decisions. Williams was interviewed by Alex Striler at the 4th Annual Motorsports Sponsorship Summit on January 11, 2025.
From the Sponsor’s Point of View
GT World Challenge America explains how the SRO GT Paddock Club elevates and forges valuable connections. It is a bit of an advert for the club but the concept remains that you can forge valuable connections in a motorsport paddock. Get the full details here.
“The SRO GT Paddock Club is designed to redefine what it means to be part of a race weekend. Guests have the opportunity to enjoy unparalleled views of the action, complemented by first-class hospitality that caters to their every need. With gourmet dining options, open bars, a coffee counter, and personalized service, the SRO GT Paddock Club transforms a day at the track into an immersive and indulgent affair. The carefully curated ambiance ensures that guests, many of whom are industry leaders and entrepreneurs, are not just spectators but active participants in the weekend’s excitement.”
Power Sponsorship explains the limitations of data-driven marketing and sponsorship.
“Data is a huge thing in marketing. From big data forecasting to person-level customer journeys, attribution models to unified marketing measurement, conversation volume to sentiment ratio, marketing has never been so thoroughly analysed. And that’s mostly a great thing. Unless it comes at the expense of empathy, creativity, and out-of-the-box thinking.”
Read more here.
The video above addresses the commonplace decision regarding a brand taking a sponsorship with a partner in sports, arts or entertainment that has been held by a directly competitor brand. The question is: Will it be worth it? The answer is, it depends. This topic assumes some familiarity with the basics of partnering.
The Costs of Racing
A Denver personal injury lawyer asked the Tenth Circuit to reconsider its decision barring his $300,000 tax deduction for car-racing costs as professional advertising, saying the court deprived him of due process in dismissing his argument that the IRS wrongly denied him a chance to settle according to Law360.
Author: Mark Boudreau
Mark is the publisher of Motorsport Prospects. 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.
