When Sponsorships Become Partnerships

Marketing 0 replies 0 votes 65 views Tags:  agencyB2Bmarketingmotorsportspartnershipsponsorship

One of the greatest periods of time in motorsports is the final weekend in May. The United States celebrates Memorial Day and three of the world’s largest series all compete throughout the weekend across Monaco (F1), Indianapolis (INDYCAR) and Charlotte (NASCAR). Corresponding with all of the racing action are generally a host of announcements from organizations looking to fully leverage the weekend’s platform.

I work for a motorsports marketing agency that helps brands maximize the value they get out of their sponsorships. We also help facilitate quite a bit behind the scenes and this announcement was one of them.

We took 2022’s event weekend to announce exciting news for our clients that we’ve been working on for some time now. Shell announced that they will become the official fuel supplier of INDYCAR, and will also produce a 100% renewable race fuel starting in 2023 – the first for any U.S. motorsport series. This was covered by RacerSBJMotorsport.comESPNNBC Sports...and many others.

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Sport Dimensions is proud to support Shell through this massive expansion of innovation and activation in INDYCAR. We coordinated the media efforts around this announcement, aligned multiple business units, guided the strategy discussions and will also be onsite throughout this agreement to carry out various activations. We even chipped in by designing and building out the backdrop used at the IMS Media Center (seen above).

This news was originally shared on our blog.