Building Sponsorship Value

With the "Top Dragster Driving Experience," Joel Collins has put together a winning combination for sponsors.

An aftermarket company gains exposure through the sponsorship of a top fuel dragster driven by Bruce Litton on the IHRA circuit. In addition, the company receives coverage through Collins' drag racing school. The school is presented at ten locations around the country, and its home track is Mooresville Dragway in Charlotte, N.C.

The school allows fans who are not professional racers to experience the thrill of piloting a 900 horse-power top dragster down the quarter-mile track, or they can opt to ride along with a professional instructor. "We give fans the opportunity to experience, first hand, the excitement that driving a top dragster provides," says Collins.

The result for sponsors is a return on investment that Collins says is sometimes more qualitative than quantifiable.

For example, Collins says he works hard to gain exposure for sponsors through local media outlets such as TV and newspapers, along with trade magazines. In addition, Collins' company produces many different collateral pieces, such as brochures and posters, which include sponsor logos.

The primary sponsor of the Top Dragster Driving Experience is Wix Filters. You can reach Collins at 888-YOU-DRAG, e-mail TopDragster@aol.com, or visit the Web site at www.TopDragster.com.

4600 East-West Hwy.
Bethesda, MD 20814

Phone:
240-333-1089

Fax:
301-654-3299

E-mail:
acc@aftermarket.org