There’s no denying it: America is in love with racing. Whether you prefer stock cars or motorbikes, people across the nation love watching the biggest racing events every summer. In fact, it’s estimated that about 300,000 people attend the Indy500 every year, which is to say nothing of the millions of people who watch the race on TV. Given the broad popularity of the sport, it’s no wonder that race track advertising is invested in by many of the nation’s biggest companies.
If you’re considering an auto racing sponsorship, here are just some of the ways that you can make the most of your exposure at America’s most popular racing events.
Car and Jumpsuit Decals
Obviously, the most exposure you can get for your brand with an auto racing sponsorship is having your name on the car of your favorite racer, or on the racer’s jumpsuit. These sponsorships come with the largest price tag because they are the most coveted. However, there are a number of other ways that you can effectively advertise your brand for less.
Race Track Graphics
In most cases, the track itself is left free of advertisements. However, the barrier surrounding the track is usually covered in advertisements. The trouble with these sorts of ad placements is that they tend to go whizzing by on TV and get lost in the sea at the actual event. A better way to stand out is with ground graphics in your racer’s pit. For example, take a look at this Hankook tire ad. Every time this racer stops for a fill up and fresh tires, Hankook gets the crowd’s direct attention and some prime footage on television. Audi did something similar here.
Booths and Displays
Outside of the race track, there are also opportunities inside and outside of the stadium to make a splash with effective graphics. Check out this example of how floor graphics were used to set off a racecar and its driver. An imaginatively printed ground display could help extend and add visual interest to your booth. Likewise, wall graphics can be used throughout the stadium make creative backdrops for shareable photos.
Remember that the Indy500 gets about 300,000 attendees each year. You can make a positive impact on this crowd while promoting your brand by providing wayfinding signage in congested or confusing areas of the stadium. By laying out a map of the race track or simply pointing to the closest restroom, you can create a helpful experience for the myriad fans of auto racing.