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LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE

MOTORSPORTS MARKETING & PARTNERSHIPS

DATES:

11th JUNE - 1st AUGUST 2024

DURATION: TUESDAYS & THURSDAYS5:30PM Bst

Guido Hakkenberg
Head of Gaming Partnerships at Williams Esports

1424_1000
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE
LIVE ONLINE COURSE

LIVE ONLINE COURSE ON MOTORSPORTS MARKETING & PARTNERSHIPS

DATES:

11TH JUNE 2024 - 1st AUGUST 2024


DURATION:

TUESDAYS & THURSDAYS
5:30PM BST

Overtake the competition. Get motorsport specific with marketing strategies and a deeper understanding of partnership opportunities and sponsorship activation.

Get in the fast lane with Guido Hakkenberg, Head of Gaming Partnerships at Williams Esports for a Motorsports Marketing & Partnerships course designed to accelerate your strategies in this fast-paced industry. 

WHO THIS COURSE IS FOR

  • YOU ARE A MARKETING PROFESSIONAL

     

    Get set to transfer your skillset to the motorsports industry. Bring your marketing and business background and expand on the specialised knowledge and tools you’ll need to get to pole position.

  • YOU ARE WORKING IN MOTORSPORTS

     

    Pivot to a marketing and partnerships role in an industry you’ve already gained expert knowledge in. Whether you’re working in motorsports marketing specifically or you’re simply within the motorsports world already, accelerate your journey in this high-profile sector.

  • YOU ARE INVOLVED IN CORPORATE SPONSORSHIP

     

    Deepen your understanding and help to maximise your company’s investments when it comes to marketing and partnership opportunities. Overtake your competitors by acquiring the knowledge you need to make the right choices and move ahead.

YOUR ASCENT STARTS HERE

In 2023, the global motorsports industry was valued at over $5 billion

Refuel your career prospects & get sector specific by tailoring your skills. Understand the marketing and partnerships mix specific to motorsports and gain the tools you need to build a powerful brand in a fast-paced world.

Learn from industry experts. Follow their track to success

Live, online lessons will be delivered alongside fireside chats with elite guest speakers from within motorsports. Get 1:1 advice and the chance to network with other marketing and motorsports professionals.

 
ABOUT THE COURSE
01
COURSE PROJECT

Shift into high gear and get set to excel. Complete 8 assignments designed to encompass the essential elements of working in motorsports marketing & sponsorship. You’ll cover tasks such as forming a brand strategy and identity, creating a sponsorship proposal, and designing a global marketing campaign. Each student will get the chance to showcase their finished project to the class and receive live feedback.

02
EXPERT GUEST SPEAKERS

Learn from some of the most respected and knowledgeable players in the industry. From a bonus lesson delivered by ex-F1 Head of Digital Marketing, to social media advice from an F1 podcaster. You’ll hear from 5 industry specialists widening your exposure to high-profile professionals and helping you to get into the fast lane.

03
HANDS-ON EXPERIENCE

Learn how to set up sponsorship and partnership contracts, develop a marketing strategy, and conduct and leverage data analysis. Thoughtfully designed workshops and demos will enable you to put your newly acquired expertise into practice. Start to implement the hard and soft skills you’ll learn along the way and transfer these with you to your workplace to get ahead and stand out. 

INSTRUCTOR

GUIDO
HAKKENBERG

LINKEDIN PROFILE
  • Head of Gaming Partnerships at Williams Esports
  • Former Head Of Partnerships at Veloce Racing, including Veloce Esports and Team Quadrant
  • Has a successful track record with media & event activation for F1 and Formula E sponsors
  • Played a pivotal role in projects working with clients including Mahindra Formula E team and Saudi Ministry of Sports
BONUS LESSON INSTRUCTOR

KATERINA
TORNARI

LINKEDIN PROFILE
  • ex F1
  • Has worked strategically with F1’s media and marketing teams to develop and lead F1’s commercial branded content offering across all core and 3rd party platforms.
  • Previously worked as Director of Global Partnerships at Liverpool Football Club and Sales Director EMEA at CNN
  • Has a passion for sourcing and developing multi-platform partnerships into new territories, with a unique blend of creativity and strategic planning.
SYLLABUS
00
MONDAY 10th June, 5:30PM BST
Welcome Class
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
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01
TUESDAY 11th June, 5:30PM BST
Marketing Mix of Motorsports & Target Audience

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

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02
THURSDAY 13th June, 5:30PM BST
Building a Brand & Identity + Workshop

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

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03
TUESDAY 18th June, 5:30PM BST
Merchandising and Licensing + Guest Speaker

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

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04
THURSDAY 20th June, 5:30PM BST
Developing a Marketing Strategy + Workshop

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

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05
TUESDAY 25th June, 5:30PM BST
Social Media & Content Marketing + Guest Speaker

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

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+
WEDNESDAY 26th June, 5:30PM BST
Bonus Guest Speaker Lesson with Katerina Tornari (ex F1) : Digital Marketing
  • Fireside Chat with Katerina Tornari (ex F1)
  • Get a view on Digital Marketing from the license holder perspective
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06
THURSDAY 27th June, 5:30PM BST
Leveraging Data Analytics

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

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07
TUESDAY 2nd July, 5:30PM BST
Motorsport Sponsorships + Workshop

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

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08
THURSDAY 4th July, 5:30PM BST
Motorsport Partnerships and B2B Relationships

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
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09
TUESDAY 9th July, 5:30PM BST
Legal and Ethical Considerations

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

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10
THURSDAY July 11th, 5:30PM BST
Event Marketing and Promotion + Guest Speaker

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

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11
TUESDAY 16th July, 5:30PM BST
Media Rights, Broadcasting & Promoter Rights

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
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12
THURSDAY 18th July, 5:30PM BST
PR & Crisis Management + Guest Speaker

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

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13
TUESDAY 23rd July, 5:30PM BST
Global Perspectives & Marketing

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

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14
THURSDAY 25th July, 5:30PM BST
Future of Motorsports & Career Guidance

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

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15
TUESDAY 30th July, 5:30PM BST
Project Showcase
  • Project Showcase
  • Q&A
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16
THURSDAY 1st August, 5:30PM BST
Project Showcase & Wrap-Up
  • Project Showcase
  • Q&A
  • Course Wrap
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What our students say

Victoria Mansell
MARKETING DIRECTOR
"It was such a great experience, well worth the course fee which I invested personally - I've learnt so much and feel much more confident in my role.."
Parag Deb
BECOME AN AR/VR DESIGNER
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UI/UX FOR GAMING
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