Now Available: The Sponsorship Seeker’s Toolkit, Fourth Edition

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If you’re in any form of racing, you know there’s everything to learn about sponsorship marketing and how to keep sponsors happy. But there isn’t much credible information out there on how to do that. Two of my favorite resources on the subject are the DirtyMouth blog on racing sponsorship and motorsports marketing and Kim Skildum-Reid and Anne-Marie Grey’s Sponsorship Seeker’s Toolkit.

Kim and Anne-Marie created this toolkit back in the 1990’s, but they’ve done a great job of continually updating it as sponsorship trends change and new tools are
made available. While many of their practices apply more to businesses and non-profits, a lot of what’s written about can be directly applied to racing and other adrenaline sports. The reason we’re sharing today is that a new edition has been released for the first time since 2008 and we’re looking forward to getting our hands on it as much as you might be.

This edition includes social media integration strategies, proposals and case studies that were not included in previous toolkits.

If you’re interested, I highly recommend you check it out here. I pre-ordered the hard copy, which doesn’t come out for another few weeks, but you can get the Kindle Edition (which you can also read on any device, not just a Kindle) instantly though Amazon. Enjoy!!

Job Opportunity: Communication Manager – International Speedway Corporation

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This is a great racing job opportunity if you’re looking for a career in motorsports – a communications manager position with International Speedway Corporation. If you’d like to apply, please click over to!

Communication Manager – International Speedway Corporation (Daytona Beach, FL)


Responsible for managing the non-financial communication and public relations functions for International Speedway Corporation. This position will report to the Sr. Director of PR at Daytona International Speedway and will work closely with ISC Executive Leadership team, as well as various departments within ISC and the company’s individual business units.

Primary duties and responsibilities include
Assist in the development of the annual non-financial communication plan for ISC, focused on generating positive coverage for major corporate initiatives, reaching target audiences, capitalizing on positive business trends for media coverage, and positively integrating ISC and its brands into the news narrative locally and nationally.

Prepare non-financial communications materials including press releases, messaging, Q&A documents, pitch materials, op-eds and Letters to the Editors, and other collateral as directed by supervisor for the following areas:

  • Corporate developments such as ONE DAYTONA and Kansas development
  • Public affairs and governmental issues
  • Sustainability initiatives
  • Corporate partnerships and sponsorship trends
  • Executive presentations and speaking engagements
  • Website content
  • Other areas as directed by supervisor

Respond to media inquiries and when appropriate, act as company spokesperson.

Build relationships with key local and national media, ISC Business Unit PR staff, key industry personnel such as the NASCAR IMC staff, and media outlets that reach existing and new fan target segments.

Collaborate closely with ISC social media managers on all communication efforts to maximize digital reach.

Oversee the maintenance and distribution of the ISC Crisis Communication Plan.

Maintain the relevant non-financial areas of the ISC corporate website.

Collaborate closely with various corporate departments on communication initiatives such as:

  • Human Resources: Employee communication
  • Corporate Development: Development projects
  • Partnership Marketing: Sponsorship announcements and trends

Bachelor’s degree (B.A.) from a four-year college or university; with three to five years related experience in-house or agency. Excellent computer and communication skills are required. Experience in sports industry and/or real estate development. Motorsports industry is a plus.

To apply, please click here.

Job Opportunity: Marketing and Promotions Manager – Watkins Glen International (Watkins Glen, NY)

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New job opportunity from our friends at TeamworkOnline!
Marketing and Promotions Manager – Watkins Glen International (Watkins Glen, NY)


The Marketing & Promotions Manager will play a key role in the promotion of Watkins Glen International through various mediums including social media, advertising and grass roots efforts.


  • Promote racing events and festivals at Watkins Glen International by developing a pace car and show car tour throughout the summer targeting high attendance events.
  • Research and book bands for race and festival weekends & facilitate staging requirements.
  • Assist with Victory Lane celebrations for all event weekends.
  • Coordinate and maintain social media marketing platforms and opportunities with focus on potential trends and changes in the digital marketplace.
  • Coordinate with internal marketing, ticketing and partnership marketing teams for messaging on website and social media platforms.
  • Assist with updates to Watkins Glen International official mobile apps.
  • Gain knowledge of FanMax & FanTracker software to assist in consumer marketing efforts.
  • Other duties as assigned by senior management.



  • Four-Year College Degree from an accredited program; Emphasis in marketing, communications, or digital media preferred
  • Passion for sports and interest in a career within sports & entertainment
  • Personable and articulate
  • Excellent verbal and written skills
  • Internal and external customer service focus
  • Available to work evenings and weekend events when necessary

You can apply directly on here.

Job Opportunity: Race Information Specialist- Event Time Only – Charlotte Motor Speedway

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Although it’s not a full-time job, this might be a great way to get in the door at a Charlotte organization. Job listing via our friends at Teamwork Online:

Race Information Specialist- Event Time Only – Charlotte Motor Speedway (Concord, NC)

Charlotte Motor Speedway is looking for enthusiastic, hardworking and guest service oriented people to join the CMS Crew.


  • Coordinate golf cart transportation for our guests
  • Sell programs, Driver Intro Passes and Pit Passes, lanyards, and other items
  • Provide excellent customer service to guests and employees. Respond to inquiries from guests regarding the facility, rules and regulations.


  • Clean background check
  • Must be 21+ years of age
  • Must be knowledgeable of CMS and services we offer
  • Guest Service oriented
  • Reasonable driving distance from CMS
  • Must be able to work the main event days at CMS

Note: When you apply for this job online, you will be required to answer the following questions:

1. Have you ever attended a race at CMS or have knowledge of the track?
2. Are you able to stand for long perods of time?
3. Are you able to work long hours throughout the week and weekends?

You can apply here.

Jobs in Racing: Business Development Representative – Dover International Speedway (Dover, DE)

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Here’s another great job opening, or opportunity to see what employers are looking for if you’re still a student, from Teamwork Online:

Business Development Representative – Dover International Speedway (Dover, DE)


Business development for the company:
1) To actively market our portfolio of products to local, regional, and national companies
2) To close new business in group ticket sales, suites, fan zone, and partnerships
3) To design & compose sales presentations
3) To conduct & analyze related market research

• Arranges appointments, networks, and prospects for new business opportunities
• Executes extensive cold calling via phone and e-mail
• Maintains a thorough working knowledge of the NASCAR/motorsports industry.
• Researches industry trends within NASCAR/motorsports including new categories, sponsors, teams, agencies, driver changes, etc.
• Researches various non-NASCAR sports trends including promotions, categories, and strategies
• Effectively composes sales presentations under short deadlines, primarily via PowerPoint
• Maintains an organized, accurate record of all current and perspective customers/clients, via SalesForce
• Maintains an organized, accurate weekly record of all sales activities such as call volume, appointments, pending leads, etc, via SalesForce
• Participates in all major events, special events, and other events as needed
• Assists with all event responsibilities regarding race day operations
• Provides exceptional customer service
• Works safely, complying with all established safety rules and regulations
• Communicates effectively with co-workers, supervisors and guests
• Follows all relevant policies and procedures


• Performs additional duties as assigned


• Bachelor’s Degree in Business, Sports Marketing or related field required
• 3-5 years of corporate sales experience required, with documented track record of delivering results
• Must possess a valid driver’s license (some travel required)
• Must possess proven organizational skills
• Must have superior oral and written communication skills
• Must possess well-developed interpersonal skills
• Must be able to set and achieve high standards of performance
• Must possess excellent analytical, problem solving, critical thinking and decision-making skills
• Must be a self-starter with a strong work ethic and positive attitude
• Must be a team player, willing to contribute to the benefit of the entire team
• Must be able and willing to work long hours, including weekends
• Must present an overall professional appearance
• Must be proficient in Microsoft Word, Excel and PowerPoint

You can apply here.

Jobs in Racing: Director of Business Development – Kentucky Speedway

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From our friends at TeamworkOnline comes this racing job listing for a Director of Business Development-Senior level-Corporate Sales Executive at Kentucky Speedway. This is not an entry-level position, but it’s always good to see what job descriptions for higher up the ladder look like to know what skills, knowledge and experience you might need down the line in your career.

Position Overview: 
A senior level corporate sales and account management position within the Kentucky Speedway sales department located in Sparta Kentucky. This position will focus primarily on contacting potential sponsors, developing targeted marketing programs and selling integrated event partnerships for all events at Kentucky Speedway. Qualified candidates must have a strong sports sponsorship background and possess the organizational and management skills to develop and execute creative sales and marketing programs. Candidates must be self-starters capable of driving creative and comprehensive marketing alliances and partnerships.

• Responsible for growing corporate sales revenue specifically by selling fully integrated sponsorship packages to new and existing business clients.
• Develop, present, and sell customized partnership packages.
• Create, present and sell other inventory including hospitality and suites, signage, print advertising and event display space.
• Reach sales revenue targets for the season and each major event.
• Research potential clients and determine opportunities to enhance their marketing and sales objectives via Kentucky Speedway’s available inventory.
• Heavy cold calling and prospecting for potential new business.
• Work within a team environment in collaboration with other Kentucky Speedway sales executives.
• Ensure sponsor contracts include promotional commitments that assist the company in building the Kentucky Speedway brand as well as assist in building event attendance and revenue.
• Research industries and companies, prepare presentations, and sell all assigned inventory and achieve net review goals assigned by category as well as total net revenue objective assigned.
• Reach sales revenue targets for the season and each major event.
• Assist in the coordination and execution of all sponsorship programs.
• Participate in facility events and productions as needed.
An ideal candidate will have at minimum the following qualifications and competencies:  

5 years minimum experience in sports sponsorship sales
• Knowledge of the motorsports industry
• Basic knowledge of contracts and procurement a plus
• Good interpersonal skills, with ability to develop and maintain business relationships
• Excellent written and verbal communication and presentation skills
• Proven negotiation skills and strong conceptual and strategic thinking ability
• Strong customer satisfaction orientation
• Excellent organization and planning skills with the ability to manage multiple priorities.
• Proficiency with presentation tools such as data management &
• Consultative sales style, prospecting skills, and a desire to identify new business opportunities
Candidates must be willing and available, as needed, for working evenings, weekends and holidays including weekday and weekend overnight travel.
Note: When you apply for this job online, you will be required to answer the following questions:

1. Do you have 5 years of corporate sales experience?
2. Do you have a sports sponsorship background?


To apply, please visit TeamworkOnline here.

Job In Motorsports: Associate Live Event Producer / Secondary Event Director – Motor Racing Network

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Really cool job opening at the Motor Racing Network in Charlotte for us non-techies! Brought to you by

Associate Live Event Producer / Secondary Event Director – Motor Racing Network (Concord, NC)

MRN Radio is the largest independent sports radio network in America. In addition, MRN produces thousands of hours of NASCAR-related programming which can be heard nationwide each week – bringing fans closer to the sport they love.

The Associate Live Event Producer will make the decisions that will shape the live race event broadcasts, providing story angles to the on-air talent and all decisions that allow the broadcast to tell the story. The person will be challenged to make quick decisions, while following the MRN format for race broadcasts. Working with the Primary Live Event Producer, the person will also mold the pre-race broadcasts for the NASCAR Sprint Cup Series – setting up interviews, producing relevant features that support the storylines of the day, and writing scripts for the hosts of the pre-race show.
The person will be trained to direct race broadcasts from the tower, traveling to many of our stand-alone NASCAR Nationwide, Camping World Truck, & Tudor United SportsCar Championship race events venues. There the person will be responsible again for following storylines and providing direction to the on-air talent, all while maintaining the commercial inventory.

With the Program Director and Primary Live Event Producer, the individual in this position will help establish storylines for the weekend’s events and then help maintain and follow up on them throughout our broadcast events. The person should be able to lead a broadcast crew while instilling confidence in those involved both in the department and the broadcast team. Familiarity with digital editing software (Adobe Audition & Sound Forge a plus), in addition to broadcast automation software (Wide Orbit a plus).

o Produce and Direct NASCAR Sprint Cup Series Pole Qualifying shows

  •  Produce / Verify related elements for Pole Qualifying show

o Produce Weekend Feature elements as assigned
o Produce NASCAR Today Pre-race show for NASCAR Sprint Cup Series Events

  •  Pre-Produce / Verify all necessary elements (Opens / Closes / Rejoins / Features / etc.)
  •  Coordinate “One on One” Interview
  •  Coordinate story lines and content with host

o Capture race highlights, key interviews, in-car audio, and the weekend’s audio acquisition

  •  For use in “Studio” shows
  •  Log weekend audio acquisition and load to FTP

o Produce on-site NASCAR Live and other Special Edition Programs
o Produce and Direct Secondary Venue race events

  •  Stand Alone NASCAR Nationwide Series, NASCAR Camping World Truck Series, and Tudor United SportsCar Championship races

o Produce Ned Jarrett’s World of Racing

  •  Work on topics for each week
  •  Assign questions to talent on site for audio acquisition
  •  Coordinate with Ned Jarrett on recording and delivering the show for each week
  •  Produce and post to “affiliate only” section of

To apply for this new job in motorsports, click on over to Teamworkonline!

GoPro Hero3 Review for Racers

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Video is a powerful tool – racers and fans alike will sit and watch racing videos for hours on end. That’s why it should be no surprise that a video camera is a great investment for racing teams and students alike. Have you thought about what video could do for your racing program or racing career?

6160cEZ-U-L._SL1500_With a bit of practice, you can use a video camera to produce racing content that takes your program to the next level. From producing racing recaps and insider-content for your team’s website to creating video-sponsor pitches to raise money for the season, video is the newest and most compelling media tool on the web right now. Give your fans a tour of your hauler or race shop, post an interview with your driver and crew, or pitch a sponsor on the benefits of partnering with your race team. You can even do a video resume if you’re a racing student looking for a racing internship or career – giving potential employers a dimensional view at your skills and experience.

We recently purchased a new GoPro Hero3 for a racing client and have been testing it out. It’s pretty impressive, especially considering the price point. The fact that it’s shock-proof and waterproof makes it perfect for strapping onto a race car, whether it’s on dirt or asphalt. The camera has built-in wifi, and although the GoPro remote is sold separately for $80, you can operate the camera remotely using the iPhone app. The app, while not perfectly programmed, gives you lots of options for using live feed and controlling the camera from afar. It’s also extremely small and light, so a driver could easily strap it onto their wrist without a loss of function, etc. The camera also comes with a few standard mounts, but you’ll probably want to purchase a roll bar mount if you’re putting it on the car or a wrist strap or head mount if you’re wearing it as a crew member.

In 2013, GoPro set it self apart for racers with a new design and price point. With the dissolution of the Flip technology, we would definitely recommend the GoPro as THE solution for racers and students.

Indiana State graduate named crew chief for Tony Stewart

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Article credit to Indiana Motorsports Association:

Chad Johnston has signed on as the new crew chief for Tony Stewart and the No. 14 Stewart-Haas Racing team. He’ll begin his new position in December.

“It’s a great opportunity for me to be put with someone like Tony Stewart who is a proven winner, a proven champion,” Johnston said. “Obviously, the expectations are high so I’m looking forward to prove what I can do and prove that I deserve this position.”

The second-generation racer most recently worked for Michael Waltrip Racing as Martin Truex Jr.’s crew chief. Following a stint with Evernham Motorsports, he joined MWR in 2009 and became Pat Tryson’s engineer the following season. At the June Pocono race, Johnston was promoted to crew chief. In their first full season together, Truex and the No. 56 team qualified for the Chase. This season, Johnston guided the team back to Victory Lane with the win at Sonoma.

After graduating from Indiana State with a degree in mechanical engineering, the 33-year-old Cayuga, Ind., native worked in the aerospace industry before his passion for racing carried him to NASCAR and the Camping World Truck Series in 2004. That’s where he first had the opportunity to work with Stewart.

Three-time champ Tony Stewart’s impact goes beyond driving. Check out his top accomplishments.
Despite Stewart’s returning in February from six months on the sideline after breaking his tibia and fibula Aug. 5 in a Sprint Car race at Southern Iowa Speedway, Johnston believes the 42-year-old three-time champion will be back to winning form.

“It’s like riding a bike,” Johnston said. “Tony Stewart will drive the wheels off anything – doesn’t matter what it is, doesn’t matter if he drives it once or drives it 100 times. I think everybody’s expectations will be to win races and to finish up front every week and make a run at the Chase next year.”

Johnston replaces Steve Addington on the No. 14 Chevy; Addington had been the crew chief for the past two seasons. Addington is expected to go to Phoenix Racing as crew chief in 2014.

Johnston joins fellow SHR newcomer Rodney Childers, who worked with Johnston at MWR and Evernham prior to accepting the crew chief position on the No. 4 Chevy with Kevin Harvick.

“It will be a big advantage to have Rodney start early and get his feet underneath him,” Johnston said. “I think that will help my learning curve. We know how each other works. They’ve got a lot of strong people in key positions over there that I think will help me get up to speed quicker. It’s just a matter of learning the people and the processes.

“I’ve not had a lot of experience with a lot of drivers. As a crew chief, I’ve only worked with Martin. So that will be different. It took a little time to know my job and to know Martin, so to learn someone else and to learn the lingo – when he talks about the car and what it needs – I hope to get up to speed really quick.”

SHR also announced several other changes. Daniel Knost will be the crew chief for the No. 41 car of Kurt Busch, who was added as the team’s fourth driver for 2014. Rodney Childers will be the crew chief for the No. 4 car of Kevin Harvick. Matt Borland will transition from crew chief to vice president of engineering, while Greg Zipadelli will manage all four Sprint Cup teams as SHR’s vice president of competition.

Racing Job: Consumer Marketing Coordinator – Michigan International Speedway

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From our friends at comes this great corporate communications opening – a racing job that doesn’t come up as often as you’d think. The link is at the bottom if you’d like to apply.
Consumer Marketing Coordinator – Michigan International Speedway (Brooklyn, MI)

The CONSUMER MARKETING COORDINATOR provides support to the Communications Department.
ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned as necessary:
1. Assist and provide support to the entire Communications Department.
2. Serve as Gatekeeper for the Communications Department budget on WebNow.
3. Responsible for INSIDE TRACK, the official campground newsletter.
4. Responsible for content for DISCOVER MIS, the official app.
5. Assist with MIS website, using Site Core.
6. Responsible for MIS text messaging program.
7. Assist coordination of on-site race-day promotions and winners.
8. Assist coordination of race-day pre-race ceremonies, driver appearances, victory lane ceremonies.
9. Provide support for MIS On the Road events; i.e. RV shows, camping shows, sports show, etc.
10. Coordinate Sprint Vision PA announcements and coverage.
11. Organize parade laps and provide narrative.
12. Work with Corporate Partnerships Department to secure PA’s, set schedule for announcers and provide all material
13. Develop and coordinate value-added special events such as NASCAR Victory Tour, driver appearances
14. Assist with all special activities and projects.
15. Assist with all social media efforts related to MIS
16. Assist the Senior Director and staff with special events for MIS
17. Assist the department with staffing for all events that take place at MIS during event and non-event days, as well as MIS events off property.
18. Other duties assigned by Senior Director of Communications

QUALIFICATIONS To perform this job successfully, an individual must be able to perform each essential duty satisfactorily.
The requirements listed below are representative of the knowledge, skill, and/or ability required including proficiency in all forms of social media – Facebook, Twitter, and others, as well as basic computer software such as Microsoft Word and other. Other skills in PhotoShop, Adobe, Final Cut are beneficial.

College degree, and at least three years related experience and/or training.

Ability to read and comprehend simple instructions, short correspondence and memos. Ability to write simple correspondence. Ability to effectively present information.

Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals.

Ability to apply common sense understanding to carry out detailed but uninvolved written or oral instructions. Ability to deal with problems involving a few concrete variables in standardized situations.

PHYSICAL DEMANDS The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to sit; use hands to finger, handle, or feel; and talk or hear. The employee is occasionally required to stand, walk, and reach with hands and arms. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.

WORK ENVIRONMENT The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The noise level in the work environment is usually moderate, but increases during track events.

Apply for this position

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