Partner Content at SHR . Revenue
How do we authentically integrate partners with a wide range of products into our marketing channels?
That's the question I always ask when building out partner plans.
My Approach to Partnerships.
Valuable and meaningful partnerships aren't about logo slaps — but they also aren't about using a team's channels for straight up ads. The strongest partnership programs in sports are those where you find the authentic connection points and build off of them.
The reality is partnerships can't be successful if they don't feel authentic to the team's channels, resonate with fans and drive business results for the partner.
All that said, my approach to partnership is strategic. I understand that people follow sports teams because they love the sport or team. It's my responsibility to strategically create that authentic connection between the team and the partner's product or brand to drive business results.
My Role.
I support both our sales and partnership strategy across a variety of projects and roles. Brands I've supported since joining Stewart-Haas include but are not limited to Mobil 1, AB/Busch Beer, Mahindra, Subway, Overstock, GEARWRENCH, etc.
Partnering with our CCO on sales pitches, crafting the story and program
Develop strategic plans in partnership with our account team
Concept social and content ideas in collaboration with our team to drive an authentic connection between our partners and Stewart-Haas
Lead the team responsible for all creative, content and social execution for partners
Here's a small snapshot of our team's social & content work to support our partners.
Mahindra Tractors Partnership Announcement
Mahindra Tractors came on board for the 2021 season with our driver of the No. 14 Chase Briscoe. For them, it was important that we played into the color red and had our owner, Tony Stewart, involved. This video is the concept we landed on.
It was important to Mahindra that Tony Stewart was involved, especially since Chase drives the No. 14, the same car and color the boss once drove.
The result was a platform around "Mentor & Mentee" that ranged from serious conversations to fun moments showcasing Mahindra's product.
But it doesn't stop at Mahindra Tractors. Here's a look at a few of our hero moments, unveils and ancillary content for partners.
Budweiser's Return
In 2014, Kevin Harvick cemented his name among the sport's legends by capturing his first NASCAR Cup Series championship at Homestead-Miami Speedway. To honor his final start at Homestead, Busch Beer and the No. 4 team joined forces for a legendary surprise. This was our unveil video to announce that the Budweiser scheme would return to the No. 4 one final time.
Hunt Brother's Pizza
Hunt Brother's Pizza decided to break the mold of its traditional green scheme and wanted to unveil it in an engaging fashion. Because family is an important value of HBP, we decided on a concept where Kevin Harvick's daughter would surprise him with the red racecar.
Mobil 1's 50th Anniversary
For Mobil 1's 50th anniversary, they ran a special gold scheme. For the unveiling, we wanted to give the nod to their place in motorsports and our history with us to unveil the car in golden fashion.
Talladega Twinning
Overstock ran two of the same cars at Talladega and tasked our team with coming up with fun content to capitalize on the moment for them with the goal of generating awareness and reach. This is one of the two skits we created for them.
