Motorsport marketing can help brands in several ways: it allows them to gain more fans and customers, obtain TV exposure, and entertain and network with clients and prospects. Motorsports events attract large audiences - the British Touring Car Championship had 371,000 spectators in 2012 and 9 million TV viewers, while the British GT Championship had 200,000 spectators and 19 million TV viewers. Motorsports marketing provides opportunities for corporate hospitality, client rewards, product launches, and motivating employees. Case studies have shown that sponsorship of motorsports is an effective marketing tool that increases brand visibility and engagement with target audiences.

1. Motorsport
Marketing
A winning formula
Welcome
to

2. Where fans become
customers!

3. Why use Motorsport as part of your marketing mix
• To win more fans to buy your products and services
• Because it is measureable?
• To obtain TV exposure?
• To entertain your customers and network them with your prospects?
• To promote your brand to a new audience?
• To gain market share?

4. Trackside
Spectators
Total spectators in 2012
British Touring Car Championship
British GT Championship
British Superbike Championship
371,000
200,000
400,000 9 million TV Viewers
19 million TV Viewers
2 million TV Viewers

5. Trackside
SpectatorsBritish GT Spectators
British Touring Car Championship Spectators
British Superbike Championship Spectators
60% Male 40% Female
Dominated by ABC1 Demographic
Dominated by ABC1 Demographic
90% Male 10% Female
75% Male 25% Female
58% ABC1 Demographic

6. Media - TV

7. Media - Radio
Race track radio and BBC local
radio stations broadcast
commentary and driver interviews

8. Media – Facebook
and Twitter

9. Media – Web sites

10. Media – Press

11. Active Brands
in
Motorsport

12. Entertain your
clients
Corporate hospitality
Drivers presentation and Q & A with your guests.
Hosted pit visits
Professional hosts
Network existing clients and prospects
Brilliant food and drink
Motivate employees
Reward clients and employees

13. Guest Track Days
Client rewards
Product launch

14. Does it work?
Quite simply, yes!
Corporate sponsorship is a key driver to increase brand
visibility and continue to consolidate Santander’s
international positioning. Supporting sports is part of the
Bank’s commitment to society, and identifies it with the
values of teamwork, innovation, and leadership. Thanks to
its corporate sponsorship, Santander is one of the
companies most associated with sports in Europe and Latin
America.
Sponsorship is undoubtedly one of the most effective tools
in marketing. It allows brands to engage with their target
audience in ways that are not available through traditional
advertising.
© 2012 The Inside Line Ltd.
© Santander Bank.

15. Thank you
For more information contact:
Trevor Steggles
+44 1279 833933
+44 7768 060282
e-mail:- trevor@motorsport@work.com
Web: www.motorsport@work.com