Team Sponsor Strengths Go Beyond the Numbers
By Brian Mackey
All rights reserved

Motorsports is unquestionably influential. We are constantly exposed to the idea that motor racing carries an extraordinary influence upon its audience. Fans have an open mind to sponsor messages and they don't seem to mind opening their wallets when it comes time to purchase sponsor products. NASCAR's Winston Cup Series is the top gun when it comes to sponsor loyalty. The primary benefit of team sponsorship in motor racing is capitalizing on this fan loyalty.

However, many of us in this sport seem to forget the important loyalty element when it comes time to sell a prospective sponsor on the values of motorsport team sponsorship. We are all over the television "exposure" that a sponsor can expect, but we seem to diminish the importance of how much influence this sport has on its audience. The exposure generated by TV should be used to supplement the fan loyalty, increasing the size of this loyal audience by the million. Influence combined with numbers and now we're talking!

Selling Racing's Strengths

When it comes to sheer numbers, motorsport team sponsorship cannot always be as efficient as some of the more traditional methods of TV spot advertising. TV advertising is driven by cost-per-thousand - simply reaching a mass audience. The important thing to note is that with our strong influence, team sponsorship does not have to be as efficient when measured against cost-per-thousand. Yet, here we are, telling prospective sponsors the virtues of sponsorship by pointing out that races will be televised nationally on a cable sports channel. The billboard value is presented as the paramount benefit. We are trying to sell the numbers. When we do that, we will often lose the sale to a more traditional method of mass advertising. Don't misunderstand, television plays an incredibly important role in motorsport marketing. It is a valuable part of what a team sponsorship can bring a sponsor. However, its primary importance is more related to increasing the size of the loyal audience. This is not just any demographically appealing audience. This is an audience that RESPONDS! We can beat the "traditionalists" who utilize TV advertising by pointing out benefits of auto racing team sponsorship that feature this strength.

What We Need to Do

Here is what we need to do. Instead of competing by the numbers so to speak, emphasize that our form of promotion carries an extraordinary influence upon our audience. We can document that the race fan is eager to respond to "our message." I believe that no other sport or method of advertising can produce the kind of influence that is found in motorsports. In many ways, the kind of response that is generated by the race fan is breaking new ground. Sponsors are thrilled with the kind of response that is being generated by the fans of NASCAR. That is why so many sponsors and perspective sponsors are investigating the benefits of NASCAR racing. They are more interested in the results that can be achieved rather than just how many people will see their commercial "billboard." When it comes to effectiveness, an influential message may be more important than a mass-communicated one.

So in your next presentation, take time to emphasize team sponsorship's primary strength. NASCAR has long recognized it, taken advantage of it and is building the model for the rest of us to follow. Tell your prospective sponsor that your team sponsorship strategy presents his product to a responsive audience. "They" present to a passive one. Which do you think is better?