ASM - Sponsor Development

When companies like MONRO Muffler Brake & Service, Castle Chemical, Casella Waste Systems, and Garage Equipment Supply come to ASM Motorsports, they rely on Andy and Sue Santerre's years of experience and expertise.

As a marketing vehicle, auto racing is a proven winner, but it is not a stand-alone media purchase.  ASM knows that to have a long-term relationship with a sponsor, they have to go beyond putting a name on the racecar and winning races; they have to help sponsors develop new and innovative ways to sell their products and services to realize a return.  

ASM Motorsports has learned that it is vital to understand a company’s corporate goals and objectives and show them how to leverage their investment by incorporating the motorsports medium into their sales and marketing campaigns.

For example, MONRO Muffler Brake & Service originated their sponsorship program to increase productivity and morale amongst employees.   ASM developed an "Honorary Crew Member" program.  Employees, who's sales were the highest in their region for a specific amount of time, were awarded a weekend as a crew member.  The program was a huge success, MONRO saw the change in employee’s behavior and in their sales; in turn ASM still enjoys a solid relationship with MONRO to this day.

Castle Chemical, historically known for its high performance engine additives, was relatively unknown to the general public.  They turned to ASM to help them increase brand awareness and introduce their other product lines to the consumer.  In addition, ASM was also able to leverage their relationships with fellow teams and sponsors to provide Castle with additional business-to-business opportunities for increased sales and distribution. Seven years later, Castle is still realizing the benefits of the ASM motorsports relationship, opening new doors to future business for them everyday.

At ASM, sponsor development is more about offering winning business solutions.  Motorsports sponsorship is a proven commodity. It is an effective

Some of the biggest companies in the country have seen the benefit of partnering with ASM over the years.

medium for creating a totally integrated marketing communication platform that is comprehensive, cost-effective, and that brings a new energy and excitement to a company’s everyday business.

Sponsorship development is not so different from driver development – in that education is fundamental.  The decisive factor is in understanding that each sponsor and driver is unique and they must be developed accordingly.  At ASM we are proud to say we are committed to both competitive and business excellence!