The Race for Sponsor Dollars is On!
By Brian Mackey
All rights reserved

The Beginning (Part 1)

Motor racing is mirage for those who think it is just a car race. It is not what it appears to be. We forget that it has grown to be primary a cog in the entertainment business -- it's show biz! Much of this transformation from sport to business has occurred within the last decade, almost entirely within the last twenty-five years. With this business discovery, a growing list of corporations have adopted the sport to advertise their service or product. These new corporate sponsors entertain clients, provide brand exposure through TV and other mediums and continue to develop means by which they can leverage their sponsorship into one of the leading applications in the burgeoning special event sports marketing industry. Because of it, the sport has blossomed or decayed, depending upon who you ask.

This change has created a whole new ballgame. Some race teams seem stuck in the past, refusing to modernize their thinking to the realities of today's motor racing. The business of the sport continues to burden their everyday existence. For them, their link to competitiveness is increasingly buried in the past. "Remember when we..." becomes their primary topic of conversation.

Rule Number One (Part 2)

Investing in Marketing (Part 3)

Marketing Strategies (Part 4)