'Research demonstrates approximately every third person in the key international markets is interested in Motorsport'
Q. WHAT ARE THE KEY INGREDIENTS FOR A SUCCESSFUL MOTORSPORT SPONSORSHIP ENGAGEMENT?
A. Every motorsport series has its own characteristics. Therefore, it's important to analyse the strengths of each series to find the most appropriate sponsorship platform. Once you find the right platform and develop a strategy to activate the engagement, visibility is the key. A recognizable face - such as a personality or team - can also be extremely effective. And last but not least, you need the partners who understand your business and know that sponsorship is more than simply attaching your logo to a sports property.
Q. HOW EFFECTIVE IS SPONSORSHIP IN TOP LEVEL MOTOR SPORTS COMPARED TO OTHER MAJOR SPORTS & EVENTS?
A. Motorsport sponsorship is very effective, especially for brands who are internationally active. The top motorsport series address all key international markets and offer multiple opportunities for on-site activation. The events themselves attract a large, loyal international fanbase and sponsors can tap into that; engagements in motorsport achieve a very high level of audience acceptance.
Q. IS THERE A TREND DEVELOPING IN THE IMPORTANCE BRANDS PLACE, ACCURATELY MEASURING THE IMPACT OF THEIR SPONSOR ENGAGEMENT COMPARED TO A DECADE AGO?
A. While sponsors tended to focus more on exclusivity or exclusive hospitality in the past, there is an increasing interest in applying a realistic value to the visibility of a brand's engagement. Potential sponsors want to better understand how motorsport can help them reach their target groups and, eventually, to be able to place a trusted value on the exposure their engagement generated.