Automotive
New Rules for Sponorship Outlined
MORE SPONSORSHIPS AVAILABLE THAN RACERS WILLING TO PURSUE THEM LANGHORNE, PA JUNE 26, 1999 . . . "Right now the business world is extremely open-minded to sponsorship. In fact, from what I am seeing there are more sponsorships available than ...
Edited: May 8, 2001, 12:19 PM
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MORE SPONSORSHIPS AVAILABLE THAN RACERS WILLING TO PURSUE THEM
LANGHORNE, PA JUNE 26, 1999 . . . "Right now the business world is extremely open-minded to sponsorship. In fact, from what I am seeing there are more sponsorships available than racers willing to pursue them," says noted marketing expert Thomas Amshay, in the latest edition of Ernie Saxton's Motorsports Sponsorship Marketing News. "Don't get me wrong," said Amshay, "sponsorship still takes effort, but today you don't need to be able to advise a potential sponsor about how use (auto) racing as a marketing tool, which often was necessary in the past. Today companies put an employee or an agency in charge of sponsorship and event marketing. The downside is that the folks handed this job often are entry-level employees having no decision-making authority, very litte marketing ability, and are simply executing a set of guidelines devised by superiors who think that high-strategy is to mimic what other sponsors have done. " It is not surprising then that a cold and calculated process of screening sponsorships has emerged. And with have come some new rules for how the sponsorship game is played. The good news is that if you know the new rules it can make your sponsor-seeking efforts less harrowing." And the new rules of sponsorship marketing are contained in the latest edition (June, 99) of Ernie Saxton's Motorsports Sponsorship Marketing News. The monthly newsletter offers the latest news on sponsorship, tips, leads, contacts and much more, including educational feature articles from industry experts. In addition to the Amshay article on the new rules of sponsorship marketing, Tim Kellebrew (OTR Promotions) offers information on the definition of market segments and techniques to reach them using the web. And public relations guru Stephanie Seacord presents an outstanding article titled, PR BASICS:BILLBOARDS ON THE ROAD TO AWARENESS. Publisher Ernie Saxton, with more than 30 years experience in the industry, offers a continuing education in marketing through motorsports on a monthly basis. "We try to mix in news of the industry, educational articles for though wanting to be successful in securing sponsorship, tips and ideas, personnel news, new publications that our readers should be looking for, information on seminars and much, much more. We have been doing the newsletter, monthly, for more than 15 years. And we are finding that sponsorship and marketing in motorsports is changing every day. Those who want to be successful must stay informed," said Saxton. A sample issue of the newsletter is available by sending a self addressed postage paid {$.55) business size envelope to Ernie Saxton Communications, Inc., 1448 Hollywood Avenue, Langhorne, PA 19047-7417. You can telephone them for additional information and to subscribe at 215.752.7797.
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