The Power of Partnerships: Iconic Racing Sponsorships Beyond Formula 1
Racing sponsorships extend far beyond the glamorous world of Formula 1, with many iconic partnerships across various racing disciplines. These collaborations utilise multi-channel approaches to maximise ROI for brands and create financially beneficial platforms for race teams. Here are three exemplary partnerships outside of F1:
Harley-Davidson and Screamin’ Eagle/Vance & Hines NHRA Pro Stock Motorcycle Team
Harley-Davidson's partnership with the Screamin’ Eagle/Vance & Hines team in the NHRA Pro Stock Motorcycle series showcases a successful collaboration in motorcycle drag racing.
Multi-Channel Approach:
Event Sponsorship: Harley-Davidson prominently features in NHRA events, with branded bikes and gear enhancing visibility.
Content Marketing: Harley-Davidson produces and shares content highlighting the team’s achievements, technical insights, and the synergy between the bike maker and the racing team.
Dealer Events: Harley-Davidson dealerships host viewing parties, meet-and-greets with riders, and special promotions tied to the racing team’s successes.
ROI and Financial Benefits:
Brand Association: The success of the racing team elevates Harley-Davidson’s reputation for performance and engineering excellence.
Customer Engagement: Dealer events and content marketing strengthen the bond between the brand and its customers, fostering loyalty.
Increased Sales: Positive brand perception and engagement drive sales of Harley-Davidson motorcycles and associated accessories.
2. Mazda and Mazda Motorsports in IMSA
Mazda's involvement with Mazda Motorsports in the International Motor Sports Association (IMSA) series is a testament to how a manufacturer can leverage racing for brand enhancement and customer engagement.
Multi-Channel Approach:
Broadcast Integration: Mazda’s branding is prominently featured in IMSA race broadcasts, reaching a wide audience of motorsport fans.
Digital Engagement: Mazda Motorsports maintains an active digital presence, including a dedicated website, social media channels, and YouTube content showcasing race highlights and team stories.
Customer Programs: Mazda offers unique customer engagement programs such as track days, VIP race experiences, and special events for Mazda owners.
ROI and Financial Benefits:
Enhanced Brand Image: Mazda’s success in IMSA races reinforces its image as a maker of sporty, performance-oriented vehicles.
Fan and Customer Loyalty: Engagement programs and digital content create a strong community of Mazda enthusiasts, boosting loyalty.
Sales Growth: Positive exposure and enhanced brand perception contribute to increased sales of Mazda vehicles and aftermarket parts.
3. Monster Energy and Ken Block’s Hoonigan Racing Division
The partnership between Monster Energy and Ken Block's Hoonigan Racing Division is a prime example of a dynamic and highly engaging collaboration in rally and rallycross.
Multi-Channel Approach:
Digital Media: Monster Energy and Hoonigan leverage YouTube to share viral videos of Ken Block’s Gymkhana series, amassing millions of views and substantial fan engagement.
Social Media: Both brands maintain active social media profiles, sharing high-octane content, behind-the-scenes footage, and engaging with fans directly.
Live Events: Monster Energy sponsors live events such as the World Rally Championship (WRC) and Rallycross races, featuring branded merchandise and experiential marketing activations.
ROI and Financial Benefits:
Brand Exposure: Viral videos and social media engagement significantly boost Monster Energy’s visibility and reach among motorsport enthusiasts.
Engagement and Loyalty: Interactive content and live event presence create a dedicated fan base and drive brand loyalty.
Sales Increase: The heightened brand awareness and engagement translate into increased sales of Monster Energy drinks and Hoonigan merchandise.
Conclusion
These iconic racing partnerships demonstrate the effectiveness of a multi-channel approach in maximising ROI and creating financially beneficial platforms. By integrating digital media, live events, content marketing, and customer engagement programs, brands and racing teams can achieve substantial success and mutual benefits across various racing disciplines.
You might not think it, but your team can showcase ideas like this to any brand. In fact, its exactly what they’re looking for. Ideas, innovation and interesting stories to tell.