A focus on renewing current partners and increasing the value in existing sponsorship assets has grown motorsport event Clipsal 500 Adelaide sponsorship revenue by 17.5% over the past four years, making the 2015 event the largest in its 17-year history.
The growth of the Clipsal 500 Adelaide has encouraged a raft of new sponsorship deals. More than 285,000 people attended this year’s event across four days, up 12,000 from last year and the third highest on record.
Clipsal by Schneider Electric will continue their longstanding relationship for a further two years after re-signing as naming rights sponsor of the Clipsal 500 Adelaide until 2017.
Clipsal 500 Adelaide commercial manager Nathan Cayzer said the ability for the event to innovate and attract international attractions has been the driving force behind consistent growth in the sponsorship portfolio.
“The advantage for brands partnering with the Clipsal 500 is they have the opportunity to leverage it as an experience, with targeted activations and a ready-made audience to engage with. For example, Milwaukee, the premier partner of our BMX RAMPage competition, captured more data in the first two days of our event than they have at any other motorsport event previously.”
Cayzer said Toyo Tires’ sponsorship of the exciting new Stadium Super Trucks category was a natural fit given their US relationship with owner and star driver, Robby Gordon.
“Toyo were excited and proud to help bring the Stadium Super Trucks to Australia. We knew they’d be a big hit but the response to the SST’s was overwhelming.
“Our sponsorship assets are now being sold at a level that reflect the return and exposure our event generates for brands and we’ve increased our multi-year deals by 50% so we’re well placed to build on the momentum created over the past four years,” Cayzer added.