Why brands invest in sponsoring race drivers is just some of what you will learn in this week’s Business of Being a Race Driver. I also have advice on preparing for media interviews, why faking social media stats is a bad idea and more.
The Business of Racing
Why Brands Sponsor Racing Drivers
Preparation Is Key When It Comes to Media Interviews
Motorsport media strategist Alexandra Schieren explains why preparation is key when it comes to media interviews. “Drivers and key team personnel are asked to represent sponsors, protect team interests, manage emotions publicly, and answer questions they don’t always have answers to.”
Alexandra will be the guest on an upcoming episode of the Motorsport Prospects Podcast. Subscribe so you don’t miss out on her valuable advice!
Why Your Brand Needs To Stand Out
In the latest episode of the Motorsport Prospects Podcast, I dive deep into the business side of racing with sponsorship consultant Ken Ungar, founder of Charge Sponsorship Agency. Ken shares actionable insights that every race driver needs to hear about the importance of a distinctive personal brand, building strong sponsor relationships and standing out in a crowded field.
The episode webpage can be found here:
You can subscribe to the podcast through all the popular podcast apps as well as on its own dedicated website here. And don’t forget to subscribe to my newsletter so you can stay up to date on everything Motorsport Prospects!
Big Plans & Bold Moves
If you want 2026 to be the year your race program finally operates like a professional business, you have to stop “spraying and praying” and start executing with intention. In Episode 8 of Racers On Demand, Amanda and Megan go behind the scenes of their own planning boards to share the specific business targets, personal milestones, and industry-wide missions they are tackling this year. From massive partnership goals to the “Power of 20,” this is the blueprint for a high-performance season that lasts long after the checkered flag.
The Danger of Faking Social Media Stats
Pure Performance Group explains the danger of faking social media stats. “Artificially inflated social media numbers, on driver and associated management profiles, might feel good in the short term and they may impress people who don’t understand how this sport actually works. Sponsors, teams, and partners notice authenticity (or the lack of it) immediately. Reputable businesses only align with drivers and platforms that are professional, and deliver real and honest outcomes.”
Introducing The Grid
Drive Line has introduced a new “centralized ecosystem for motorsport talent” called The Grid.
We built the « Home Base » your career needs:
✅ Centralized Data: Your Deck, your stats, your budget—all in one link.
✅ DriveLine Analyst View: Independent grading to validate your potential to partners.
✅ Verified Access: Connecting real talent with real industry players.
You can get more details here.
General Motorsport Marketing Advice & Resources
Building ROI With What You Already Own
Your first couple of months and years as a new sponsor will introduce you to the most significant sources of ROI that you can gain from the partnership. Everything is new and everything is exciting. It is essential to activate these sources that serve as the foundation of your program. But what happens when you are ready to introduce more sophistication into your program? Sport Dimensions sports marketing agency explains.
The Resonance Gap: Why Partnerships That Look Right Don’t Perform
On paper, some partnerships are impossible to argue with. The audiences overlap. The reach is huge. The commercial upside is clear. And yet, when they go live, they underperform. Ben Paget explains why.