It would be tough to find someone who didn’t recognize the legendary Andretti name of auto racing fame, a family that is synonymous with the sport for generations.
Michael Andretti recently announced the launch of a new venture, Andretti Sports Marketing LLC, intended to up the ante in sports marketing.
Andretti Sports Marketing has teamed up with MDC Partners and its agencies Team Enterprises and Boom Marketing to create a broad network of services including sponsorship activation management, marketing strategy, digital solutions, and deal structuring, with a focus on sponsors’ return on investment.
“We’re taking a very strategic look at sports marketing. This venture represents the first true collaboration between properties and agencies… The two sides of the table are now collaborating to provide this full complement of expertise. It’s like putting two brains together with the result that the finite budgets that clients have to work with are optimized far more than they were in the past,” said Nicole Gallucci, president of Boom Marketing.
“You take this amazing racing tradition and you look at the Andretti organization’s current complement of sponsors and how the racing industry has evolved over the years, and you ask the question, ‘What is the next generation of sports marketing and auto sports marketing, in particular?’ From both an agency and an auto sports perspective, the purpose was to combine those very different core competencies and talents. That’s really what we’ve done in building this new agency,” Gallucci explained.
The new group is using auto racing as its launch platform to expand into other sports and is in active discussion with representatives from the marathon, football and college basketball arenas.
Michael Andretti said, “We’re very excited about this launch. Probably more than in any other sport, in auto racing we look at return on investment because our whole life depends on sponsorship. We feel that this is a great complement to what we’re already doing with the Andretti brand. There are so many synergies here that will allow us to do things that haven’t been done before.”
