Successful motorsports marketing and promotional programs share a common characteristic; activation on the part of the sponsoring company. Some exposure may come automatically as a result of sponsorship and media exposure grows with the implementation of a solid media program but the real power of a motorsports sponsorship requires activation.

How a race team is used in a company's marketing and advertising efforts is critical to a program's success. The visibility of the sponsor is the first step and should be followed up with promotional programs on and off the track including:

• Trackside Displays
• Hospitality, Entertainment & Relationship Building
• Business To Business Partnership Programs
• Race-Themed Sales Materials & Displays
• Specific Event Promotions
• Show Car Programs & Driver Appearances
• Merchandising Opportunities
• Internet Exposure
• Media Exposure
• Contests, Sweepstakes, Incentive Programs

As a sponsor, you will have the option of utilizing space at the track to set up product demonstrations or displays. Race events have a carnival-like atmosphere with many of the fans arriving early with nothing much to do but look around. You can partner with distributors in specific locations, which will help build your relationship with these distributors, and product can even be sold right there on the spot.

Effective merchandising can literally multiply the amount of exposure your organization will receive as a result of sponsorship. Products of merchandising have long lives and bring exposure long after the end of your race program. Additionally, merchandising is one of the programs that can pay for itself. By offering team souvenirs for sale, profits from these sales can be used to cover costs and purchase extra items that can be used as “give-aways” or incentives. 

Show car Programs

Show car programs are one of the most powerful examples of the promotional opportunities that are available as a major sponsor. These programs can be used in a variety of ways including partnership events with major distributors and trade show exhibitions.

Driver Appearances

Driver appearances can be utilized in conjunction with show car appearances or individually (depending on the driver's schedule), other team members may also be available with the driver for these appearances. These appearances usually include driver introductions, autograph sessions and the distribution of team/sponsor related literature and souvenirs. When done in conjunction with a show car event, special arrangements may be possible for things like equipment displays and crew demonstrations.

Race-Themed Advertising

Just as you have the ability to use the team and its likeness in print advertising, you also have the ability to use it in your other collateral including things like product literature and flyers, catalogs, and product packaging. Team related P.O.P. (Point Of Purchase) displays have also proven effective for other sponsors.