Sponsorship and the world of motor racing

[Ianmeister]

I've heard great things about "Sponsorship and the world of motor racing" by Guy Edwards.

I'm very curious - To people who have ever read or own this book - is the content really that great or does it just command such big bucks because so few copies were ever printed?

[GarrettMacD]

Ianmeister said:

I've heard great things about "Sponsorship and the world of motor racing" by Guy Edwards. I'm very curious - To people who have ever read or own this book - is the content really that great or does it just command such big bucks because so few copies were ever printed?

I have a copy, which I bought from Ebay, from a seller in the USA who obviously didn't know its true value...
Anyway, it's a very comprehensive insight into how the economics of sponsorship can work much better than many traditional forms of advertising. As an example, Panasonic* got much more television coverage (as a sponsor of Toyota) than if they had paid for the airtime via global TV networks. Same with Philip Morris (Marlboro).
There were relatively few copies printed, but remember that it wasn't a big seller at the time because of the cover price - £125 in 1994 (I think). But actually it's worth every penny, and if you ever see a copy for sale, they are usually around the £500 mark, which is about the cost of one or two club races.
Look at it like this - if the £500 you invested in the book helps you get sponsorship of (say) £1000, then you're quids in.
Finally, Edwards goes into detail about his role as a sponsorship agent, from which he took a 10% commission for introducing a sponsor. He brought over £180 million into motor racing, and earned himself over £18 million personally, he made far more from F1 when he was retired than he ever did as a driver!!!


* Panasonic is a current example, and not in the book, obviously!

[jacobyte]

I have a copy of this book, which I got from Ebay for a steal (relatively speaking). If you can find a copy, then get it. It sold at £100 originally back in 1992, but there's one on Amazon UK at the moment for £1,370 which is daft. A few hundred quid should be an achievable price.

Like any book, you're not going to have your fortunes turned around just by reading it. But what it does is makes everything so clear and easy to understand that you are more motivated to take action without being confused. In a way it can help you adjust your attitude because it is written in plain English narrative, rather than a textbook. You will know what I mean when you read it.

It has more than paid itself back to me.

[acf8181]

i'm actually selling my copy on the bay now....really don't want to as its a great read, but situations beyond my control have deemed it necessary.

[covunimotorsport]

Another great book on Motorsport sponsorship (And considerably cheaper) is "Sports Sponsorship: Getting Your Share"

Its by Brian Sims, Co-founder of The Motorsports Industry Association (MIA), current director of marketing for Team GBR in A1 GP and former Marketing director for Benetton F1 and Lola F1.

Brian is an excellent guy and knows his stuff. After reading his book I asked him to come into my university and do a presentation. This was really good for me as, although I am in my final year of a Motorsport Engineering degree at Coventry University, Ive decided my talents lie more in a marketing, media and management area. I am doing my final year project on all these things relating to our "Formula Student" race team.