From the Sponsor's Perspective
By Brian Mackey
All rights reserved
(This article originally appeared in the IMSA "Arrow" publication in 1989. It has generated much response over the years.)

For the past several years I have, among other public relations responsibilities, sold motorsport sponsorships.

But recently I experienced something new. For the first time, I agreed to put the Mackey Marketing name on a race car. I chose to do what I have been selling to others. I put money where my mouth was. This space was purchased by my agency with money. It wasn't a trade or no-cash deal.

It is a whole different ball game.

It was one of those last minute deals that is common in the motorsports marketing industry. The car was a leading entry in the Miami Grand Prix on March 5th, a Porsche 962 driven by two-time World Champion Derek Bell and Fort Lauderdale businessman, Tom Shelton. It was the same car that won the race in 1988.

I tossed around the idea of putting my name on the car. First I said yes, then I said no. I become extremely critical of where the name would appear. After all, I know the most marketable and valuable "billboard" space on a race car. I know the advantages and disadvantages of each. The general rule follows: the closer to the cockpit of the car, the better since all eyes and camera lenses are ultimately focused on the driver. Shelton had offered me the rear wing "splitter." But would it show prominently? Would it not lie flat and obscured on the wing? No, I wouldn't do it. But the price is right. OK, yes I would. Finally I called Shelton and indicated that I would place the name across the rear "splitter" as originally offered, just "Mackey"-- in as big letters as would fit. This would assist in making my agency's name stand out more prominently. Tom said "You got it, no problem and thanks for your support."

The deal was done...

The excitement level continued to grow. It was race time...

Reminder: Racing relies on the commercial involvement for its very existence...