This Summit was filmed live from Mechanix Wear HQ in Valencia, California on January 7, 2023.
Are you not getting a call back after sending a deck or proposal to a marketing director who seemed interested, but now can't be reached? It's probably because you offered something like exposure or impressions that have no value to them. This session will explain why brands sponsor motorsports and what they seek from their teams in return. Sponsorship is not about getting lucky and finding the right company. It's about being smart and creating value for brands so they desire to be part of your program. Hear from marketing decision makers what they look for when allocating funds for sponsorship. This one session alone will change the way you approach potential partners forever.
Twenty years ago, you had to win to get into the media. If you stood on the podium, you got in the press. Today, you don't even have to race to be in the media. You have to create compelling content. And everyone's doing it. So, how do you compete for attention? Learn from some of the most successful content creators in motorsports how they generate value for their sponsors, brands, and partners through television, print, and social media. If you're not winning races, you can still win the attention of fans, viewers, and followers so brands use you and your team to market their products. It's not hard, you just have to know how to do it. The experts will share their secrets on how they promote themselves and their sponsors even when they're not racing.
Paying for a sponsorship is only half of the equation. Activating at the events is the other half. To maximize returns on sponsorship marketing, teams and companies must activate in ways that resonate with the events participants and spectators.
Three of the most experienced promoters in motorsports, Matt Martelli (CEO of The Mint 400), Kevin Miller (CEO of USAC), and Dan Dennehy-Rodriguez (Partner Relationship Manager of SCCA) will explain how proper activation at events can elevate the returns of sponsorship investments many times more than the actual cost.
If you're not sure what to send a potential sponsor or how to even get started, this session is for you. Alex Striler, Megan Meyer (2X NHRA Champion) and Tony Yorkman (formerly K&N) will explain the difference between decks and proposals, how to create decks that attract attention and how to write proposals that sell. NEVER send a deck when a sponsor asks for a proposal, and NEVER send a proposal when they ask for a deck. Learn the difference or you'll scare off potential partners by appearing foolish. If you don't give them what they ask for, they won't have the information they needed make a decision and they will NEVER call you back. Sound familiar? Now you know why. Don't miss this session!
If you need tires or wheels, but don't know how to structure a deal, then this session is for you. Michael Mathis, owner of Atturo Tires will explain why he sponsors racing and what he seeks in return. Chris Meyer from Maxxis and Brian Henderson from Wheel Pros will talk about what their companies look for when considering teams to sponsor. If you never heard of a 50/50, or are still paying for tires, then this session could save you a TON of money.
One of the most challenging parts about finding sponsors is meeting them to get a conversation started. But, it's not as hard as you think. Being in the right place at the right time is not luck--it's tactical. There are MANY ways to meet marketing decision makers, but if your timing is bad or you're not prepared when you finally meet them, the effort is wasted. Travis Clarke, Executive Vice President of Action Sports and Olympics for Wasserman Media Group and SEMA Board Member and EVP of Marketing for Hemmings, Kathryn Reinhardt will join David Morton from Fifth Third Bank and hosts Alex Striler and Tony Yorkman in a roundtable discussion of the most effective ways to network and meet executives in motorsports.
