Motorsports Marketing and Sponsorship
Sponsorship is one of the most popular and effective marketing techniques for businesses. It can be used in a number of different ways, including a broadcast sponsorship, an event sponsorship or an online advertising campaign.
One way it is often used by motorsports sponsorships. There are many types and levels of motorsport sponsorships - from race-car teams to racing circuits to teams that produce safety equipment for drivers. A motorsport sponsor may provide just one component, such as safety gear or tires, or they may sponsor the entire team (and vehicle).
Sponsorship can be a costly proposition for both the sponsor and the sponsoree. However, for the right sponsors, it is a worthwhile investment.
Broadcast Sponsorship
This type of sponsorship involves the logo or name of a sponsor being shown over video footage of an event. A broadcaster might use an integrated sponsorship where they show their own logo with that of another company combined into one graphic. Alternatively, they might use a still which is shown over video footage.
In 2006, Formula One racing was again sponsored by tobacco companies after previously banning them in 2005. In the UK, however, advertising by tobacco companies is still banned.
In NASCAR racing in the USA, Goodyear is the sole tire provider. They usually provide tires for 40-50% of the field and are allowed to promote themselves as such. This type of sponsorship is common in motorsports because it allows companies to promote themselves via a team.
Event Sponsorship
An event sponsor may provide items such as trophy, podium placement or prize money for an event (such as a golf tournament). They might also provide other items such as trophies for participants or other promotional materials at an event. For example, a company may pay to have their logo placed on all signs at NASCAR races.
In 2005 in NASCAR, it was revealed that Coca-Cola had paid $3 million to have their name show up on the Winner's Circle sign at each race.
Another company, Lucas Oil Products is a sponsor at NASCAR races. They developed a line of fuel additives for motor racing as well as off road racing and sell them to racers. In 2007, they signed with Carl Edwards to promote their products at the 2008 NASCAR Nextel Cup Series season. The promotion included putting his name on the side of Carl's car and having him seat alongside Rick Hendrick as an analyst for selected races in the season.
Online Sponsorship
Companies use online sponsorship to promote themselves. This can be done via a banner advertisement or in other ways. For example, the logo of a company may show up in a box at the bottom of the screen when someone views a webpage. This type of sponsorship is commonly found on social networking sites and gaming websites.
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Companies That Sponsor Motorsports Sponsorships Are Taking A Risk A sponsorship risks being associated with negative press or poor competition outcomes.
Conclusion Endorsements, commentary or advertising may lead to a negative result if the product or service is not up to snuff.
Tired of the same old motorsports sponsorship? A new kind of auto racing sponsorship is gaining traction.
Find out whether the motorsports sponsorship program is right for your business. Read More » When it comes to racing at the highest level, without fail, sponsors are in demand. And for good reason: That's where all that money is spent. In this article we take a look at the benefits and pitfalls of sponsoring motorsports programs. Companies that sponsor motorsports use these moments to promote their brands with big names and national exposure.