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Marketing through Motorsports
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Discussion Starter · #1 ·
Just thought I'd offer encouragement to people who support the various sponsors of rallies. Today I bought a a set of Falken tires. I was careful to point out that I selected them over the competition because they supported the Ramada Express International Rally as well as Pikes Peak.

I'm also delighted to mention that I received answers to my questions directly from the top folks at Falken.

Oh, yeah, I like the tires too!

[hr]

[p align=right]John Dillon
John @ WidgetRacing.com
www.WidgetRacing.com
 
G

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No disrespect intended, but....

Isn't the purpose of sponsorship to have the sponsor
support events and/or competitors by supplying free
or reduced price product or money in exchange for
advertising exposure?

When did the paradigm change to paying the sponsors
for the privilege of advertising for them?

Rally certainly has changed in recent years.
 

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>No disrespect intended, but....
>
>Isn't the purpose of sponsorship to have the sponsor
>support events and/or competitors by supplying free
>or reduced price product or money in exchange for
>advertising exposure?
>
>When did the paradigm change to paying the sponsors
>for the privilege of advertising for them?
>
>Rally certainly has changed in recent years.

I do believe that most of the sponsors (especially of bigger national events) sponsor such events as a matter of business, not benefaction.

They do so with the idea that the added exposure to a certain demographic will increase sales (or presence, or whatever).

I don't think John was saying that he bought the tires because Falken sponsored rally. I think that he was saying he chose that brand over another because they support our addiction. And, I don't think there is anything wrong with encouraging them to do so.
 

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Retired Rally Photographer
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2,069 Posts
>Isn't the purpose of sponsorship to have the sponsor
>support events and/or competitors by supplying free
>or reduced price product or money in exchange for
>advertising exposure?

Ever think the purpose of event sponsorship is to offer reduced price entry fees?

Pete
 

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Sponsoring an event is intended to increase exposure so that people seeing the sponsorship become more aware of the product/brand and as a result buy the product. There is also a component to develop brand loyalty tied with the participants/spectators of an event such that the loyalty to the sport is transferred to the brand and therefore results in more product sales by those participants/spectators. (In Mike's case, it worked!)

Sponsorship is not supposed to be a zero-sum game--the value of the brand awareness and presence that sponsors get for their sponsorship money/marketing budget _should_ return more in sales than the cost of the sponsorship. Making the case for this is the trick with sports that get little media exposure, such as USA ProRally. It is also extremely difficult to measure this type of effect and quantify it.
 

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If money were no object
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272 Posts
At Wild West, Subaru sponsored a wonderful dinner party. THANK YOU SUBARU!

I won?t likely be buying a new Subaru any time soon, but it did sway my opinion.

They also had a bunch of booty that they were passing out at the event.

My eight-year-old son's favorite possession is the Subaru hat that he received at the Oregon Trail event. This hat reminds him of his memory of Lovell and Freeman. He did not buy this hat, ambassadors of the sport gave it to him.

Do you think this may help to increase the exposure of Rally? I do!!

I believe that event sponsors help increase our exposure and decrease our cost?s.

Having goodies, showing rally footage in your advertising (Mike how is the Stud Bug?), forcing TV by pushing your marketing hand.. All of these things help rally.

In Subaru?s case, they seem to also believe in the positive spin that they get from our beloved sport..

I do believe that Subaru is in it for the money, but they do not HAVE to put a personal touch on it.

Steve H, if you get every part for your rally car for free then I would like to hire you as my marketing manager!


Steven Perret
Car# 226
Driftin4 Racing
[email protected]
 

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Marketing through Motorsports
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1,385 Posts
Discussion Starter · #7 ·
>Ever think the purpose of event sponsorship is to offer
>reduced price entry fees?

From the sponsor's perspective, their sponsorship is to gain exposure and sell more product.

From a customer's perspective, I'm going to let them know that their sponsorship worked, hoping that they might invest even more into the sport.

From an organizer's perspective, I'm going to use the sponsor's dollars to make my event better. In the case of the Perforce Software Rally Sprint, this means chopping the entry fee down to one third of its usual price and including more trophies at the end.

Rally on!

John

[hr]

[p align=right]John Dillon
John @ WidgetRacing.com
www.WidgetRacing.com
 

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Administrator Emeritus
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1,253 Posts
>They also had a bunch of booty that they were passing out at
>the event.

Now THAT is some nice swag right there.
 
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