“Peak oil (?), carbon neutral racing, and the sprint for 21st Century Sponsorships”
Pace Notes by Bill Vartorella ©2011
Executive Summary: Steve McQueen—“Racing is life. Anything that happens before or after is just waiting.” In terms of waiting for a return to the glory years of racing as we knew it, we may be “Waiting for Godot.” The short-term good news, according to IEG, which monitors sponsorships worldwide, is that North American-based corporations expect to spend an estimated $3.5 billion this year primarily to sponsor teams and tracks--up more than 4% over last year. Looks great on paper, but the devil is in the details. J.D. Powers has just released a report indicating that by 2015, some 55% of the global hybrid market will be the U.S.—10% of the entire U.S. automotive market. Like it or not, the future of motorsports is the rise of “carbon neutral racing.” METRICS is a transitional strategy for sponsorship. We'll be lecturing on this soon at a meeting in NYC, then in our forthcoming book. Essentially, we're advocating think fast, dare to be green, and target the pool of rising hybrid sponsors.