Speed Secrets Podcast 132 – Brian Bonner: What’s New in Motorsport Sponsorship
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Jul 11, 2019 Brian Bonner, a former Indy car and IMSA driver turned motorsport marketing guru, shares his expertise on securing sponsorships in the racing world. He discusses the latest trends in motorsport marketing, stressing the shift toward B2B partnerships driven by social media. Bonner highlights the importance of personal branding for drivers and offers practical tips for crafting effective marketing decks. He emphasizes network leveraging and persistence as key strategies for finding sponsors, making the pursuit of funding as thrilling as racing itself.
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Shift Toward B2B Sponsors
- Motorsport sponsorship is shifting toward business-to-business (B2B) sponsors, especially below top-tier series.
- Consumer brand sponsorships are harder to justify due to fragmented attention and changing media consumption.
Social Media Etiquette For Sponsorship
- Use social media carefully to attract sponsors but avoid invading personal social media of brand executives.
- Tag brands in relevant posts, but don't harass individuals on their personal accounts.
Build A Sponsor-Ready Social Media
- Maintain a professional social media image; avoid posting anything that could harm your credibility.
- Build your social media by sharing interesting personal content to engage followers beyond race results.