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Spotlight on Sponsorship! RacingIn.com, For Fans of Fast!

by Stephanie Lochmiller
14 07 2010

As a way to draw increased awareness and attention to some of the standup sponsorship opportunities on our site, we have decided to set apart one blog per month to put the “Spotlight on Sponsorship”! If you have a premium level listing on SponsorPark, and would like to have your event featured, please contact [email protected] to submit your event.  This month our spotlight shines on RacingIn.com.

What is RacingIn.com all about?

RacingIn.com is the first socially themed motorsports website exclusively devoted to connecting race fans to any racer, anywhere as well as 1,600 race tracks throughout the US. Every week fans view the profiles of more than 1,000 races tracks and nearly 1,000 racers who make RacingIn.com their online home with personal Racing Pages.

What makes this property unique?

In just 8 short months RacingIn.com has developed widely successful social media followings on Facebook and Twitter.  Their networks extend farther than many major motorsports venues, teams and entities.  RacingIn.com keeps their fans and followers engaged by regularly updating their social media outlets with the latest racer and race track updates and gives fans a chance to interact with both the content and current advertisers.

Surviving Sponsorship in a Heated Economy

According to RacingIn.com Founder, Scott Kosak, the “Primary Partnership” model of RacingIn.com was developed to combat several major challenges facing motorsports sponsors.

According to Kosak, “There is a current perception of motorsports sponsorship as being a highly cluttered arena from the perspective of the sheer number of sponsors involved.  The ‘Primary Partnership’ model of RacingIn.com addresses this challenge by offering the ability of a single sponsor/brand and their associated key vendors to be integrated into virtually every engagement between RacingIn.com and it’s visitors.”
In addition, as major motorsports have seen decreases in attendance and TV ratings, sponsors have also been challenged to find a new way to connect with as many race fans as possible in highly efficient and cost effective ways.  RacingIn.com solves this problem by building a model that ensures that their Primary Partner will ultimately be guaranteed a minimum of 8 and up to 16 combined message and brand impressions with every visitor to RacingIn.com.  RacingIn.com also adds the concept of geographic targetability to an on-line based partnership.  All content on RacingIn.com is tagged ‘by state’, and message serving on RacingIn.com can be focused in either a national way or by providing sponsors the ability to target different messages alongside content specific to different states.
Finally, while integrating B2B interaction has always been a tenet of Motorsports Sponsorship, there is an increased need for motorsports sponsors to also show a B2C impact on their business, especially in an economic downturn.  The Primary Partnership Model of RacingIn.com addresses this issue by providing a model that allows focus on both the B2B AND B2C needs of our primary partner in one, all-inclusive, marketing partnership.

Preferred Partners?

According to Kosak, their ideal partners would come from one of two categories.

1)  A national brand, or group of brands, can use the Primary Partnership model of RacingIn.com to not only promote it’s individual brands, but also it’s key on-line and off-line retailers around the nation.  A major consumer brand could choose to promote different products in different states depending on the regional messages that are important to them at any given time.  Such a partner could also highlight different key vendors in different states to help leverage additional sell-through of additional product.
2)  A national ‘service’ like an insurer or financial service provider can use the Primary Partnership with RacingIn.com to showcase it’s brand while also showcasing agents who are local to the state of the content being viewed.

More on RacingIn.com can be found at their SponsorPark.com listing. Or you can follow them on Facebook and Twitter and see for yourself some of what makes this opportunity so unique.

Categories:   Elements of a Proposal | featured listings | General | industry happenings | Social Media | Sponsorship resources
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