MOTORSPORTS MARKETING & PARTNERSHIPS

Let’s get introduced - meet your instructor Guido Hakkenberg, and Bonus Lesson Instructor Katerina Tornari, ex-F1.

• Course structure & assignments: F1 digital media & commercial opportunities
• Fireside Chat: Overview of F1
• Q & A

Ready, Set, Go! Dive straight into the world of motorsports marketing. Explore the industry's key players, understand the marketing mix specific to motorsports and examine the products and strategies used to engage audiences.

• Dynamics of the motorsports industry
• Marketing mix of motorsports & key products
• Knowing your audience
• Demo: Identify your target audience & their needs

Project Assignment #1: Target Audience Analysis

Unlock the secrets of building a powerful brand in the fast-paced world of motorsports. Explore strategies for both team and driver branding, delve into the importance of a strong visual identity, and dissect the success stories of iconic brands in the industry. Craft a personalised brand strategy and identity in a hands-on workshop designed to put your learning into action.

• Building a motorsports brand
• Team & driver branding
• Case Study: Iconic brand strategies in motorsports
• Workshop: Brand Strategy & Identity

Project Assignment #2: Develop a Brand Strategy & Identity

Everyone loves merchandise -so log on and find out the key strategies behind successful merchandise creation. Understand how to maximise revenue through these channels, and gain insights into licensing agreements. See theory come to life with a guest speaker offering valuable first-hand knowledge.

• Merchandising in motorsports
• Maximising revenue through merchandising
• Licensing agreements 
• Case Study: Merchandising & licensing
• Guest Speaker: Successful Merchandising

Project Assignment #3: Motorsports Rightsholder Proposal

Pull out of the pit stop and start to really master the art of motorsports marketing. Appreciate the power of sponsorship activation and adjusting your goal-setting framework to manage multiple channels and budgets. Get hands-on with the chance to create a marketing strategy for your motorsports brand.

• Effective marketing strategies in motorsports
• The importance of sponsorship activation
• Marketing goals, objectives, channels & budgets
• Key performance indicators & measurement
• Workshop: Developing a Marketing Strategy

Project Assignment #4: Motorsports Marketing Strategy

• Fireside Chat with Katerina Tornari (ex F1)
• Get a view on Digital Marketing from the license holder perspective

Unleash the power of social media and content marketing. How can you captivate your audience? Is influencer marketing proven to work in this industry? Get your questions answered and understand how to integrate these elements into your existing plans. See real-world success through a captivating case study then get the chance to craft your own winning social media strategy.

• The power of social media & content marketing
• Social media strategies that work, including influencer marketing
• Incorporating social media & content marketing to your existing strategies
• Case Study: Best practices of content marketing
• Guest Speaker Workshop: Developing a Social Media Strategy

Project Assignment #5: Social Media Strategy OR Proposal for Viral Content

Power is pivotal in motorsports - but what about the power of data? Delve into the role of data analytics in motorsports and how it can help to uncover valuable information. Watch practical demonstrations designed to teach how to leverage data in order to optimise performance, gain business intelligence and offer that competitive edge.

• Importance of data analytics & measuring ROI
• Sources of data in motorsports
• Leveraging data analytics for performance optimisation
• Business intelligence essentials
• Case Study Demo: Conducting & Leveraging Data Analysis

[Optional] Assignment #6: Case Study Data Analysis

Never underestimate the potential benefits of sponsorships in motorsport! Explore the different types available, how to identify and secure partnership opportunities, and the exceptional results that great sponsorship alignment can achieve for both teams and sponsors. Craft a compelling sponsorship proposal to put everything you’ve learnt into practice.

• Importance & benefits of sponsorships
• Types of sponsorships
• Identifying & securing sponsorship opportunities
• Case Study: Major sponsorships in motorsports
• Workshop: Sponsorship Proposal

Project Assignment #7: Sponsorship Proposal

Get into gear for this deep dive into different partnership types and B2B relationships. Fuel your success by gaining the skills you need to identify and develop lucrative partnership opportunities. Grasp useful strategies for partner management and delivering on sponsorship agreements.

• Types, importance & benefits of partnerships
• Partner management and delivery of sponsorship rights & benefits
• B2B relationships 
• Identifying & developing partnership opportunities

Navigate the best route through the legal and ethical landscape of motorsports marketing. Explore key areas including contractual agreements and intellectual property rights. Grasp essential ethical considerations and learn how to attend to them responsibly.

• Contractual agreements in sponsorships & partnerships
• Intellectual property rights
• Compliance
• Ethical concerns in motorsports marketing
• Demo: Setting up sponsorship & partnership contracts

[Optional] Assignment #8: Sponsorship & Partnership Contracts

Pull up to motorsports events and explore the different types that can truly capture audiences’ hearts. Learn to achieve maximum reach and engagement through effective marketing, and understand the impact of successfully aligning an event with the best sponsorships and partnerships.

• Types of motorsports events & their goals
• Marketing your events
• Aligning events to sponsorships & partnerships
• Guest Speaker: Planning and Executing a Successful Event

Project Assignment #9: Event Plan with Sponsors & Partners

Slow your speed to get maximum clarity on the intricate web of media rights, broadcasting, and promoter rights in motorsports. Contrast free-to-air and paid TV models and their role in generating revenue. Explore the growing influence of digital media and streaming services alongside the crucial rights held by promoters.

• Media rights in motorsports
• Free-to-air vs. paid TV
• Broadcasting for revenue generation
• Digital media, streaming services & promoter rights

No comment? Explore real-world scenarios of crisis management in motorsports and unpack the increasingly necessary PR strategies required to gain confidence when navigating the public eye in motorsports. Get equipped to manage media and public scrutiny quickly and efficiently.

• Public relations strategies
• Handling media and public scrutiny
• Crisis management in motorsports
• Case Study: Crisis management
• Guest Speaker: PR & Crisis Management

[Optional] Assignment #10: Crisis Management Plan

Go global and jet around the diverse landscape of motorsports around the world. Discover the unique marketing strategies used in different regions, and unpack the challenges and opportunities of international partnerships and market expansion.

• Motorsports & marketing across the globe
• International partnerships & expansion
• Case study: Global Motorsports Marketing Campaigns

Project Assignment #11: Global Marketing Campaign

Get ready to shift into high gear! Visit the future of motorsports, with insights into emerging trends including technology, innovation, and sustainability. Dive into the diverse career opportunities in this dynamic field, providing valuable guidance on crafting your CV and setting yourself up for success.

• Emerging trends in motorsports
• Technology, innovation & sustainability
• Career outlook
• Career & CV Guidance

[Optional] Assignment #12: Resume Review

• Project Showcase
• Q&A

• Project Showcase
• Q&A
• Course Wrap