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.)

The deal was done.

Within seconds, a transformation occurred. This Porsche was no longer a "client's" car. This entry was "my" car. Never mind that other more prominent sponsors would appear on the entry. To me this was the "Mackey Marketing Porsche 962!"

There wasn't much time to leverage this promotion with additional support. I was unable to go to Miami and see the car first hand. Instead I made several phone calls to local friends, clients and prospects and invited them to an afternoon cocktail party to witness first hand my entree into motorsport sponsorship. Several agreed to come. Clients who live out of town were called and informed to stay home on Sunday afternoon and watch ESPN. The "Mackey" sponsored Porsche 962 was going to race. We might win, I informed them.

While the personal excitement was a little overboard, it was obvious that the first objective of my agency was being accomplished. Mine is a small business. But by becoming associated with a leading sports event and impressive race team, an image was being drawn to my clients and associates that was dramatic. One business colleague remarked that business must be good for my agency to be involved with this sponsorship. The perception was of a fast growing, aggressive motorsports marketing agency on the move -- hardly a bad impression to present to your customers, clients and prospects. Everyone likes to be associated with a winner, even if it is just the perception of one. But it is important to make sure that everyone is aware of the participation. One must not expect clients and prospects to notice it on their own. Publicize, publicize, publicize.

It is a whole different ball game...

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

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