Sponsorship provides an effective platform for marketing communications activities which can provide a range of benefits:
- Exposure & Awareness
Identification on a racing car and driver can help increase the awareness and level of exposure for a brand or company. Motorsport is a high profile business and offers numerous opportunities for
exposure through the media, spectator audiences and sponsor marketing programmes.
- Corporate Hospitality
Sponsors use races to entertain guests and as an incentive for employees and consumers. Direct involvement with a driver and a team helps build Interest and loyalty to the sponsor. Motorsport
hospitality provides guests with an unprecedented level of access.
- Image Building
An association with racing can help build, develop and enhance a brand’s public image. Sponsorship sends a clear and positive message as sponsors become associated with the qualities, and values of the sport they sponsor. Racing’s image is thrilling, fast, exciting, powerful, competitive, glamorous, fun & high-tech. Sponsors also become associated with the Images of other sponsors competing in the sport
- Points of Differentiation
Racing can provide sponsors with an important point of distinction from their competitors. Sponsorship sends out a different message to conventional advertising.
- Sales Promotion Activity
Sponsorship can be used as a basis for promotional activity, including promotions at the point of sale, staff and consumer incentives, motivation campaigns, merchandising, competitions, displays, direct mail, printed materials, web marketing, conferences & exhibitions, etc.
- Showcars
Sponsors have access to replica racing cars for promotional purposes. Few people get the chance to get close to real racing cars and so the use of showcars has become a popular addition to promotional events. Showcars can be used in shopping centres, at conferences and exhibitions and at outdoor events, etc. to attract attention and build
interest. They provide unique photo exposure opportunities.
- Personal Appearances
Drivers attract attention whenever they make public appearances or appear in the media. They are some of the most sought after and highly regarded sports stars. People listen to what they have to say and are keen to learn of their experiences.
- Endorsements
Technical and commercial endorsements are widely used in racing. Fans are brand loyal and knowledgeable about the products and services used in their sport. Endorsement provides a statement of credibility for a brand or service. Often drivers are regarded as ambassadors for the sponsor, while racing provides an ideal proving ground for automotive-related products.