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Motorsport
Audience
- Motorsport
is the 7th highest spectator attending sport, with over 1 million
males & nearly 500,000 females attending per calendar year. Comparing
results between 1999 & 2003, motorsport has maintained a steady
attendance of around 10%, being as high as 3rd overall in the
past. Recent events such as the Rugby World Cup, World Cup Soccer
& Australia winning the Davis Cup have overshadowed the latest
results. Excluding special Australian & international events,
it is 4th overall.
- It is the
highest spectator attending sport in the Northern Territory (over
25%). Between other states, it ranges from 16% to 7%.
- Attracts
interest from all social classes, professions, income earners,
ages & genders (it would be possible to build a customer profile
for your specific company through the use of promotional strategies
at race events). Attendees in the trade industry rated highest
followed by transport & production workers & then professional
workers.
- It is the
8th highest watched sport on TV, again rising to 5th on exclusion
of special events.
- Of those
interviewed, over 17% had attended a motorsport event more than
twice over the previous 12 months.
- The audience
develops brand loyalty through long term team & driver support
(apart from football, rarely do other sports enthusiasts wear
their favourite team clothing with the sponsors advertising emblazed
on it).
- Has more
appeal as a family orientated sport.
- As a participation
sport, it is listed as #25 out of 56 sports researched, between
the ages 15 to 54 years.
- A third
of the people interviewed say they see themselves as a "Mr Fix
It" person.
- Use mobile
phones regularly & travel for business.
- Are investors
& look for value for money over cheap products.
Note:
The above information was collected from
Sweeney Research, Ray Morgan Research & The Australian Bureau of
Statistics (1999-2003).
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Motorsport
Marketing Benefits
Image/brand
awareness -
- By advertising
on a racecar, it may show the use of the product in competition
as a way of testing the quality of the product or the service
you provide may be speed/performance/technology related.
- Vehicle
displays at shopping centers, trade shows & charity functions
(public benefit & goodwill along with media interest).
- Name linking
of the team or car ("Your Company Name" Formula Ford Racing) as
announced by TV/trackside commentators.
- National
exposure on the road via the racecar transporter or trailer &
TV event highlights.
- Media exposure
through magazines such as (Auto Action, Motorsport News) of which
have a reader base of approximately 15,000 per week. Also awareness
through media releases in trade journals, local papers of team,
driver & sponsors base. Other forms of media include TV highlights
on Channel Ten's Trackside program on a Sunday afternoon (almost
3 million viewers in 2003) & motorsport related websites.
- Display
of car in promotional catalogues as cover feature with upcoming
events & store appearances.
- Team website
linking to prospects main page.
- Poster &
sticker distribution at race events.
- Team personal
wearing clothing with sponsors logo/names at the track & while
traveling to an event.
Traffic
creation/incentives to buy -
- Provide
discounts at race events through distributor outlets, or website
competitions.
- Rewards
program for loyal customers. (It takes six times the amount to
find one new customer than to keep a current one).
- Use of the
car as part of in-store presentation to attract people to the
store. Provide special promotions for that day with advertisement
by radio & local papers.
Employee
incentives -
- Tickets
may be awarded to employees for race events & become involved
with the team for the weekend.
- Discounts
to other associating sponsored events.
- Packages
may be made available according to the companies' requirements
for special events/programs such as high performance driving courses,
drive days, kart events.
Corporate
business exposure -
- Corporate
packages are available dependant on company requirements & at
specified events.
- Extend invitations
to trade journal writers or editors to report how the products
are being used to assist the team at events.
- Profit producing
promotions - the major sponsor may place the name of its supplier
on the car as an associate sponsor. The cost of the extra advertisement
is less than the income gained or the cost savings are greater.
- Allows the
opportunity to extend the invitations to family & friends while
being able to see behind the scenes of a motorsport team. Rarely
does this happen (can't get in the locker room of a football club).
- The possibility
of exchanging the database of sponsors clients for direct marketing.
- Use of the
team workshop for promotions/trade nights
Other
-
- If decide
to become a major sponsor, the company may have a say to whom
some of the associating sponsors may be to ensure networking capabilities.
- In-house
marketing of the team only can be the responsibility of Robert
Palermo. This will reduce time taken away from the companies other
marketing programs.
- Option of
on-track performance related clause for 3rd year funds to protect
the prospects investment (dependant on level of involvement).
- The car
may be leased for Victorian & NSW championship rounds. The sponsors'
logos at that time will continue to be displayed although they
may be reduced in order to increase space for any new sponsors
that the paying driver is supplying for non-National championship
events. This is free exposure, as the budget requesting does not
extend to the state championships (this too can be made an option).
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Sponsor
Benefits Available
(dependant on level of investment)
- Naming rights
of team & car
- Car painted
in corporate colours
- Driver suit
in corporate colours & logos/names
- Crew shirts
in corporate colours & logos/names
- Paddock/pit
passes available throughout race weekend
- Multiple
signage exposure on the cars (see picture)
- Show/trade
displays
- Use of car/team
for promotional advertising/charity events
- Signage
on race transporter
- Driver appearances
& possibility of personal driver sponsorship (advertising on the
drivers helmet)
- Corporate
hospitality available & special events for sponsors employees
(adapted to companies needs. Can be made as an option at cost).
- 3rd year
option on contract for major sponsor & 1 year contract option
if subsidizing for a supplier (negotiable)
- Links to
website
- Use of team
workshop for promotions/trade nights
- Team merchandise
available at cost to sponsors & there employees
- Banner &
board advertisement in & outside of pit bay/marquee
- Bi-monthly
newsletter detailing events, exposure & race details
Note:
Cost of promotional products/advertising is the responsibility of
the sponsors. The team may assist with advice & organization of
these.
Any promotions outside of Melbourne metro will incur travel expenses.
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