Your sponsorship is already costing you.
The real question is whether it’s paying you back.
In the high-cost, high-intensity world of motorsports, most teams focus on the car and the show. And most ad agencies chase the in-focus TV impressions. I sit in the middle as the bridge — making sure the multi-million-dollar investment actually hits your business objectives.​
THE SITUATION
You’re investing in motorsports because it can reach the right buyers, build relationships, signal innovation, or support broader business goals.
But most sponsorships end up as expensive line items with uncertain returns. The team focuses on racing. Your internal stakeholders want proof it’s working.
Somewhere in between, the real business objectives get lost.
You don’t need more impressions.
You need someone who can translate racing into the language your business actually cares about — and then make sure it happens.
HOW IT WORKS
​
I act as the dedicated mediator and advocate between your company and the race organization.
I do the legwork.
I ask the questions most sponsors don’t know to ask.
I build the ROI framework that ties back to your specific goals.
I create the internal communications your leadership, board, and teams need to see the value.
And I keep the relationship healthy so the team stays motivated to deliver for you.
Sponsorship is a powerful marketing tactic. It only works when it’s activated and executed with the same discipline you apply to the rest of your marketing mix.
That’s the part most people skip.
​
WHAT YOU GET​
-
A clear, customized activation plan tied directly to your business objectives
-
Ongoing mediation and advocacy so both sides stay aligned
-
Internal storytelling and proof points that hold up with leadership and stakeholders
-
Practical ROI tracking that goes beyond vanity metrics
-
Selective on-site presence at key events when it moves the needle
​
Result: Your sponsorship stops being a cost center and starts functioning as a real, measurable part of how you win business.
WHO IS THIS FOR
​
Companies already spending (or seriously considering spending) on IndyCar, IMSA, or similar world class series that want the investment to move the needle on sales, relationships, brand positioning, or workforce goals — instead of hoping it works.
​
It's especially helpful when leadership is enthusiastic about racing but the marketing team needs a specialist who knows how to execute it properly.
​
I work with a small number of clients so I can be deeply involved. This is not a high-volume agency model.
WHY THIS EXISTS
​​
I started in the late 1990s managing the corporate relationship between a global manufacturer (that actually had product in the race car) and a top-tier motorsports property. It was a dream I'd had since my first Jackie Stewart AFX Slot Car Race Set. Since then, I've worked those relationships with the corporate world and the motorsports community, on both the marketing and technical sides.
​​
I see the gap up close: teams focused on the amassing maximum revenue from sponsor partners, but risking the sustainability of the relationship due to a lack of expertise in specific activation, because motorsports as marketing is all about context.
​​
The people charged with executing the sponsorship often don’t know the right questions to ask, and the business development folks at the race shop aren't specialists in your products or services. The real business results get lost in the middle.
​​
I sat in that gap then, and recognized it as a liability for both sides.
​
I choose to occupy that gap deliberately now, because I know how to guide your company to greater ROI on your motorsports investment.
​​
Consider how dedicating an additional fraction of the current spend toward closing this gap can accelerate the ROI of your company's significant, and highly visible, investment.
IF YOUR SPONSORSHIP FEELS LIKE IT COULD BE WORKING HARDER FOR THE BUSINESS, LET'S TALK
​​​
Request a Sponsorship Activation Health Check
Steve Mears
Email: P1Advantage@proton.me
Call or Text: (330) 418-7697