Sponsorship with a difference - an update from Commercial Manager, Mike Scudamore

What a whirlwind it has been over the past 6 months! Raising sponsorship is never easy, whether you are trying to secure backing for your son’s football team or multimillion dollar agreements for global sporting properties, the principals are still the same and it is still a massive challenge!


One of the first things I review with any new sporting property I work with is seeing if there is a point of differentiation or unique selling point. When I met with Team Principal Dave Player it was clear this was achievable as we are not just another racing team and we are not a charity project looking for handouts. This resonated with companies we spoke to and enabled us to raise the necessary funds to enter a two car team in the Fun Cup this season and start our journey to Le Mans in great financial shape.


My role relating to fund raising for the 2017 season was complete before the cars turned a wheel this year. However, that doesn’t mean I put my feet up, it means the focus shifts to 2018 when the plan is to step up to a GT4 car with the associated costs of the car and the series. Our plan is twofold: To deliver over and above what we promised to our existing partners to ensure they continue with us on the journey to Le Mans and secure new partners by demonstrating the outstanding levels or measurable ROI we have achieved and can continue to deliver in 2018 and beyond.


Our advantage when it comes to ROI is that we work with Kantar Media who help us analyse our media reach. Add this to increased employee engagement, increases in sales and improved customer retention, and it all makes for a compelling argument as to why brands support the team.


The team work closely with all our sponsors. My role covers not just securing the partners but also ensuring they get the most out of the relationship. The more activation they do with the partnership the more everyone benefits. Whether that be trackside hospitality, social media competitions, advertising campaigns, shop openings, conference appearances, anything that spreads the word about Team BRIT is good in my book!


Without sponsorship Team BRIT would not be where it is today, it would still be just an idea. The backing the team has received has got the project rolling but has also set the team up for a great season ahead. Seeing the difference from the nervous faces at the team launch to the beaming smiles when they took the chequered flag in their first race at Silverstone demonstrates what an impact our partners’ support has on the rehabilitation of these inspirational young men. Not everything can be measured but some things are priceless!


Please don’t hesitate to get in touch if you would like to support this inspirational team

Mike.scudamore@Apexsportsmarketing.com

+44(0)7787 546 095