Sponsorship 101: Why Brands Sponsor

45 minute panel discussion

Are you not getting a call back after pitching your program to a marketing director who seemed interested, but is now ghosting you? It’s probably because you offered exposure instead of value. Sponsorship has evolved a lot over the past few years. It's not about brand visibility anymore; it’s about financial results, creating content, forging relationships, B2B, and networking. This session will broaden your understanding of the business of sponsorships by explaining why brands sponsor, what they expect in return, how they measure ROI, and how you and your team can generate value for them, even when you’re not racing. If you’ve ever sent out a deck or proposal and didn’t get a return call, this session is for you.

‍Sara Henning, Associate Marketing Manager, ITW Engine Repair / Spray Nine / Fast Orange

Eric Seibold, Director of Marketing of Permatex

Finding, Signing, & Renewing Sponsors

45 minute panel discussion

One of the most challenging parts about securing sponsorshipis meeting the right person to get a conversation started. But it's not as hardas you think. Being in the right place at the right time is not luck, it's strategy.Learn the do’s and don’ts of networking and discover the best ways to meetexecutives in motorsports.

Kathryn Reinhardt, SEMA Board Member and EVP of Hemmings‍

Paul Doleshal, Group Manager of Motorsports & Assets, Toyota North America

Decks, Proposals, & POP Reports

45 minute panel discussion

Decks and proposals are different, but most beginners and unsponsored teams think they’re the same. They’re not! Decks open doors and start conversations. They are used to attract attention and form relationships—they are not used to sell or offer sponsorships. Proposals, on the other hand, propose official relationships with specific deliverables at a logical price. Proposals offer sponsorships. Once your deck attracts a potential sponsor and your proposal closes the deal, POP reports ensure that you keep and renew them every season. POP reports are your most important tool for long-term sponsorships. This session will outline the difference between decks, proposals, and POP reports, and will explain when to use them and how to create them.

Alex Striler, Author of Motorsports Marketing and Sponsorships

Megan Meyer, Founder of MotorsportsMarketingTips.com & Creator of Driven by Social Academy

Creating Value thru Social Media

30 minutes

Unlock the secrets to cultivating a loyal online community with social media coach and creator of MotorsportsMarketingTips.com, Megan Meyer. Discover proven strategies, explore algorithm insights, learn how to build hype before a race, and uncover updated engagement techniques to amplify your digital presence and elevate your brand, and your sponsors' brands. Whether you're a racer, promoter, or off-road business, this session will empower you to captivate and grow your audience across the rapidly evolving and ever-changing social media platforms.

Megan Meyer, Founder of MotorsportsMarketingTips.com & Creator of Driven by Social Academy

Generating Publicity for Yourself & Sponsors

30 minute panel discussion

Although it helps to win races, you don’t have to stand on the podium to get yourself and sponsors in the media. Two veteran P/R experts will share their tips and tricks on getting published in magazines, newspapers, and traditional media. This session will help you get behind the wheel of your own narrative and explain how to navigate the high-speed and ever-changing world of media coverage.

Dan Schechner, Founder of Top End Consulting & former Editor of PRI Magazine

Stuart Rowlands, Motorsports PR Specialist & President of Stuart Rowlands PR

Diversifying Yourself

45 minute panel discussion

All companies want greater reach and more customers. Successful brands sell to diverse groups of consumers around the world. Our panelists will uncover the advantages of diversity in motorsports from both a team's perspective and that of sponsors. There’s a reason why Toyota is the largest auto manufacturer in the world, and why they choose to back certain teams. This session will explain why sponsorships a powerful engine for success in the world of motorsports marketing.

Antron Brown, 3X NHRA Champion

Andre' Jackson, Digital Marketing for Toyota

Youth Sponsorships & Activations 

45 minute panel discussion

This session is designed for those who are passionate about fostering young talent and ensuring the future of the sport. It’ll explain the mechanics of amateur and youth sponsorships. We will dive into the dynamics of creating meaningful sponsorships and engaging activation strategies that promote brands through youth involvement in racing. Learn what it takes to get sponsored while climbing the ladder through different levels of motorsports.

Alex Striler, Author of Motorsports Marketing and Sponsorships

Kevin Miller, President of United States Automobile Club

Frankie Mossman, 17 yr old 2024 USF Pro Driver & 2023 F4 Driver

Ryan Jurnecka, Marketing Specialist, K1 SPEED

Motorsports Marketing Across Multiple Brands & Distribution Channels

45 minute panel discussion

If you've ever wondered how big companies with multiple brands and distribution channels allocate their resources across different sponsorships, then don't miss this session! Two of the largest sponsors in motorsports will explain how their companies maximize returns across multiple brands, including Coke, Mello Yello, Powerade, Stanley, Black & Decker, DeWALT, Mac Tools, Craftsman, and more! This session, designed for marketing directors and athletes who represent their brands, will explore how motorsports sponsorships create value for manufacturers, distributors, retailers, and venues seeking to sell more product.

Al Rondon, Senior Marketing Manager of Sports& Entertainment for Coca-Cola

Tony Merritt, Vice President of Marketing Sponsorshipsfor Stanley Black and Decker

Sponsor Speed Dating 

10 to 15 minute 1-on-1's with:

Getting sponsored is about becoming part of a brand's marketing to increase sales. Before you approach anyone for sponsorship, know why they sponsor and what they want. These one-on-one "sponsor speed dating" sessions will help you understand from each company's unique perspective.‍

* HOLLEY EFI, MSD, RACEPAK, etc. Bill Tichenor, Corporate Director of Marketing

* K1 RACEGEAR JR Twedt, President

* BFGOODRICH Nate Hunt, BFGProgram Director, Jackson

* FIFTH THIRD BANK David Morton, SVP, Director of Motorsports

* EPIC RACEWEAR Dan Bailey, Owner

* BELL HELMETS, OMP, etc. Kyle Kietzmann, CEO of Racing Force

* OPTIMA BATTERIES Cam Douglass, Director of Marketing