When I worked for a sponsorship property, our sponsors inevitably called in early September with the panicked measurement question. “Our CEO wants to know how our sponsorship did this season, and I need as much data as you have to support us.” This request often sets off a mad scramble for data in the office.
Maximizing Sponsorship for Race Teams In the world of motorsports, sponsorship dynamics have evolved significantly in recent years. The era of season-long primary sponsors is waning, with most teams frequently changing sponsors from one race to the next. While some iconic brands, like Red Bull and FedEx, continue to maintain season-long partnerships, race teams need
