Team Canada Racing

Acceleration, Exhilaration, Reward

Overview
Our sponsors make Team Canada Racing go! As in any industry, the ability to recognize and analyze any marketing program may be the key to success or failure. Team Canada Racing can use the unique excitement of racing to create measurable results, showing the value added to overall marketing programs.

Basic Rules
Sponsorship is the most underutilized, misunderstood, and abused tool in the corporate marketing war wagon. A common mistake is to confuse sponsorship with advertising. While comparable to other marketing programs, racing sponsorship offers additional capabilities. Well-designed sponsorship programs offer the ability to distribute coupons, generate sales leads, enroll new customers, conduct corporate entertainment, test market/introduce new products, directly increase sales through rights agreements, and more through a single avenue. Those things are referred to in marketing speak as activation, or "promoting the promotion." The rule of thumb is that for every dollar spent on sponsorship, a company must spend an additional dollar on activation.

Direct Contact
On a much more touchy-feely note, sponsorship has the ability to create an emotional connection with fans, or in our case, potential customers. It is a fact that motorsport leads the way in fan loyalty, which in part is an emotional reaction that fans have because of their passion for the sport. Regardless of the sanction, this fan loyalty can quickly turn into brand loyalty. It's our job to educate our sponsorship prospects of this fact as well as the many opportunities that exist by partnering with Team Canada Racing.