Sponsor Benefits

Abstract:

Motorsports racing teams rely on sponsorship to fund their operations. Despite the financial importance of sponsorship, many racing teams continue to rely on a product-based approach to selling sponsorships. In this paper, a sponsorcentric approach to developing more effective motorsports sponsorship proposals is proposed. It is argued that motorsports sponsorship proposals can be made more effective when sponsorship features are linked to marketing benefits, especially when supported by empirical data.