ALT-2 Sponsoring a Motorsport Event or Team
The golden days of motor sport seem but a distant memory as we remember with nostalgia those events where both car and driver were identified by a number, in contrast to the modern sport where both car and driver are now moving advertising spaces. Sponsorship has become a major factor in the success of motor sport from Formula 1 to Demolition Derby. This opens up the opportunity for businesses and individuals to raise their profile by putting their name and reputation on display by sponsoring individual drivers or motor sport teams. There are different ways to offer sponsorship and different levels of financial input involved. This can be a good way to raise your profile through some highly visible advertising on cars, drivers or on strategically placed billboards.
VISIBILITYThose who choose to sponsor a motor sport driver or team may have a business connected to the automotive industry but this is not a requirement. Businesses of all kinds can use the high visibility offered at motor sport events to have their name shown prominently to a large number of people. Those who are connected to the industry see sponsorship as an excellent means to reach a target audience of people who have an interest in the automotive industry. Having their name prominently displayed on the helmet of a driver, on the side of their car or on a billboard that is seen by those attending and television viewers is a prime way to take advantage of this type of advertising. Even at smaller motor sport events, good targeted advertising is available to businesses who are willing to pay for the prime spots.
Formula 1 is the main attraction in the world of motor sport and the power and importance of advertising is clearly evident no matter where you may look. The cars are covered in advertisements and are in full view constantly as the focus of attention for both live spectators and the massive television audience. When the race is over and the drivers are being interviewed, again it is evident that advertising plays a big part. The driver clothing is covered with logos representing companies of all kinds and they are always expected to wear their hats to ensure their advertisers names are clearly seen by the television audience. Added to this there is all the background advertising behind the interviewees which covers all the event sponsors with their names and logos displayed.
PROFILEMost small businesses could never compete for advertising space on this level and will usually seek smaller events on which to advertise their products and services. Motor sport is wide ranging with the likes of Nascar, drag racing and many small track events that are held locally. For local business men and women, local track events are a good, yet relatively inexpensive way to advertise through sponsorship. In combination with the actual race advertising, some successfully involve the local media and this further helps to raise the profile of the business. If you can find a local race favorite, this can be even better as there will be a natural special interest in this driver. Raising the profile of your business can be achieved with good, strategic advertising through sponsorship of local or national motor sport events.
The level of sponsorship will depend on the size of your business and the level of financial input required to secure the advertising space you desire. Keeping in mind the target audience you want to reach will help you determine what events are suitable for you and the level of sponsorship commitment you need.
