Motorsport needs to up it's game
Rant for the week: My company, Emsteq Systems, has secured money to fund a brand building exercise. It was decided that at least part, if not all, would be devoted to sponsorship. Naturally, I selected my favourite sports to approach, Motorsport (specifically GT3 as its growth has garnered high interest in the press at the moment), Football (Soccer) and Rugby. All have pay TV exposure to reasonably similar audiences with the type of demographic that could buy our product.
Now the funds we've raised is not inconsiderable, we're talking potentially high 5-figures, although in the scheme of things for the sports we're targeting, it would be considered small sponsorship. We approached two of the most professional GT3 teams, both with factory deals, the local Super Rugby team and the local A-league team.
So, in the week since I made the enquiries, we set up one sponsorship presentation with the a-league club and had a long conversation with the Super Rugby club with a promise to be presented a personalised sponsorship package within the fortnight.
What have we had from the Motorsport teams? Nothing. Nix. Not even a phone call!
What have we had from the Motorsport teams? Nothing. Nix. Not even a phone call! I constantly hear in motorsport circles how hard the current environment is to raise the funds needed to go racing, how that justifies the need to find drivers who already have sponsorship. But if teams are unwilling to put the time and or resources into professionally presenting themselves to sponsors then there's absolutely no chance that they ever will win that big sponsor. No corporate worth their salt will not hand over money to a race team if they don't even take the time to create a sponsorship proposal outlining levels of exposure, audience levels and demographics. Not to mention return their enquiry!
There is a story of a potential sponsor visiting Mclaren F1 for a meeting only to come across a race car already with the sponsor's name on it in the foyer. I'm not saying teams have to go to that extent but at the very minimum they do need to act professionally toward every potential sponsor no matter how small.
Digital Transformation Specialist and Managing Director, Emsteq Systems
8 年How are you going anyway Mitch?
Digital Transformation Specialist and Managing Director, Emsteq Systems
8 年Mitch, both teams have plenty of space on their race cars but I suspect the financial model for GT3 is different. For example, I learnt the Tekno McLaren GT3 program is with other people's race cars which I assume means they don't control the sponsors. I did look at V8SC but the audience demographic is not what we're after. We will end up with a motorsports sponsorship deal but not in GT3. Watch this space :)
Owner at Autosport Technique Pty Ltd
8 年I'm amazed. Did you happen to find the teams that have no budget issues?...Ha ha! Do the drivers bring enough money with them to not have to look any further? ...? I'm sure the story would be different towards the end of the season when the teams are looking for next years money although I would have thought this would be a constant need for any team. I think the result would be quite different with the V8 supercar teams. Again, I am so surprised. I'd like to hear your outcome.