Director, Partnership Sales
Naming rights at Darlington Raceway provide an opportunity to place your brand on an event or with an ownership stake in a key fan experience at Darlington. As a venue with rich history and tradition in motorsports, the mere association with a particular event or at-track experience will resonate with race fans as a sense of authenticity. Depending on your marketing objectives, naming rights benefit packages can fully integrate your brand into sponsored areas or events through pre and post-event media exposure. In addition, your logo can be included on tickets, credentials, collateral, event signage, event advertising and also the right to use the raceway marks to promote your sponsorship affiliation, if applicable. Darlington Raceway will customize a program to maximize your brand impressions, creating a tangible, high return on your investment, based on the patrons in attendance and the millions of viewers worldwide.
Official Status Partner
This opportunity establishes a “complete” relationship with Darlington Raceway, allowing you to utilize the brand equity of one of the most established icons in motorsports, while capitalizing a sense of authenticity with race fans in attendance and the millions of viewers worldwide. As an exclusive partner in your brand’s category, Darlington Raceway will protect against competitor activation on-site, provide the platform for promotional involvement reaching beyond the track, establish a customized on-site activation plan that touches the many brand loyal race fans in attendance, and grants you the rights to our marks and tickets to drive your efforts. This partnership is based on your brand objectives and can include, but is not limited to: facility signage targeting both the television audience and the fans in attendance, a promotional display space to promote your business, entertainment opportunities for key customers and/or employees, race tickets, and advertising in the many track produced mediums, such as fan guide, official souvenir program and website.
This non-exclusive partnership give companies the right, on a limited basis, to use trademarked official Darlington Raceway marks for in-market consumer promotions and advertising supporting the event. In addition, promotional partners may use tickets to support in-market promotional efforts.
It’s the perfect way to encourage our fans to become your customers. The display area is a highly traveled area located just outside the main entrance to the grandstands where many brand-loyal patrons visit throughout the event weekend. This interactive marketing experience presents your company the opportunity to promote your brand, demonstrate and sample products, educate potential buyers and collect data.