Activating A Sponsorship


Project Description

We’ve done quite a bit of work over the years with various levels of automotive racing and associated sponsorships. That gave us a unique ability to activate a sponsorship for SFP, a Kansas-based company that had never participated in the sport before.

Because the client was primarily interested in using the sponsorship as a business-building piece with their key retail customers, we were able to put together and execute a sponsorship package that would ensure a solid bang for their buck.

Project Details

Client SFP
Date 2010
Skills Sponsorship Marketing
Manager Michelle Soyars

Our Role:
  • Develop an activation plan and activities to achieve SFP’s objectives
  • Execute all aspects of the plan across 10 races for the season, including driver appearances at local SFP retailers, radio remotes and hospitality activities at each track
  • Assist with additional driver and show car appearances at other SFP events
  • Execute all public relations for SFP around the race team and events
The Challenge:
  • Manage logistics across multiple markets, including retailers, driver/show car, radio remote and track activities
  • Maintain tight budgets and timelines
  • Ensure all clients (usually around 100 per event) had a great time – driver appearances, keepsake photos, catering, VIP track tours, etc.
The Solution:
  • Vela recommended a slate of ten races, based on SFP’s core distributor network.
  • We executed showcar and driver appearances at key retail outlets around the races, and provided PR support, radio remotes and other ways for distributors to recognize high value from these special events.
  • Vela coordinated all at-track activities for customers around each race, including catering, pit tours, driver appearances and other unique activities to make the day a memorable event for these important attendees.
  • Vela also executed and managed all PR activity for the driver/team, creating a simple and seamless process that could support both the driver and the sponsor simultaneously.
The Outcome:
  • SFP enjoyed successful awareness and engagement with an important client base, with the sponsorship activity providing a tangible national advertising advantage versus their competition

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