Building Affinity!

Why do we race…?

During a break between IMSA - International Motor Sports Association races, I had the opportunity to visit WeatherTech Raceway Laguna Seca in support of my colleagues at HSR for the 50th running of the Rolex Monterey Motorsports Reunion. As I wandered through the paddock, I was filled with memories of the sights, sounds, and smells of my childhood at the racetrack. It was heartwarming to see the excitement on the faces of young race fans as they dragged their parents around the paddock and exhibits, capturing everything on their camera phones.

?This experience served as a timely reminder of the strong affinity many of us have for motorsport and the progress we continue to make in the sport. I also had the honor of participating in the Racing Line event at Pebble Beach, hosted by rEvolution where we explored how motorsport captures our hearts and minds and builds brand affinity. I was part of a panel alongside representatives from @Lamborghini, @McLaren, @NASCAR, and @AWS, and the discussion was focused on building long-term value, creating lasting stories, and delivering entertainment.

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One of the thought-provoking questions Justin Bell, our emcee, posed was, "Why do we race?” The answer goes beyond simply winning; the discussion delved deeper into the multifaceted nature of racing. My experience at WeatherTech Raceway was a testament to the strong connection between car brands, motorsport, and fans, fueled by social media, rich content, and the increasing use of technology, including AI, to enhance fan experiences.

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The impact of building lasting affinity was evident at events like the Rolex Reunion and Pebble Beach. This drive-to-go racing engages fans and creates lifelong brand ambassadors. The IMSA platform enables brands to showcase new product innovations, connect with fans, and engage in modern storytelling.

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One example is the recent launch of IMSA’s live racecar telemetry offered via AWS. This allows fans to immerse themselves more deeply in the race experience by exploring real-time data like fuel/energy levels and tire life. This level of immersion was unthinkable in the past and marked a significant change in engaging fans in the sport.

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The introduction of the LMDh (GTP Class) platform was primarily driven by OEMs wanting to create an attractive racing platform for fans that also aligns with their efficiency goals. Furthermore, IMSA is undergoing a data-driven transformation, with our media team aggregating data sources and using machine learning and AI to provide predictive insights, creating an immersive and entertaining connection for fans.

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These new levels of data-driven insight also help measure and improve environmental responsibilities, from race car performance to logistics chains and consumables. This marks an evolution in racing that aligns with the changing technological landscape and environmental consciousness.

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In closing, the panel further confirmed that we are on the right track regarding all the elements coming together to deliver fans new experiences. We'll remain relevant going forward by focusing on how we enable brands to bring fans closer to their heroes (cars and team member stars!) through data, rich content, and entertaining racing.

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IMSA is a platform that fully embraces new technology. We think of ourselves as a world-class research and development laboratory—a catalyst for change that delivers entertainment for all, ultimately building brand loyalty. That is why we race!

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See you at the track…or please tune in if you cannot join us!

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John

#business #motorsport #affinity #brand #marketing #platform #environment #imsa #technolgoy