Saturday, January 28, 2012

 

Ernie Saxton has columns on motorsports in the Bucks County Courier Times, Levittown, PA; Inside Track Motorsports News, Canada; Auto Locator Magazine, and Area Auto Racing News, Trenton, NJ.
For many years his sponsorship column has appeared in the National Dragster.
Considered an authority on the subject of sponsorship marketing.
He has been quoted regarding motorsports sponsorship in a variety of publications including USA Today, NY Times, National Speed Sport News, and others.
In addition Saxton publishes Motorsports Sponsorship Marketing News, a newsletter that informs and educates readers about sponsorship marketing. The newsletter is in its 26th year.
Saxton is also a host of Racer’s Roundtable radio show heard each Sunday, 8 p.m. to 10 p.m. (ET) on WXLV 90.3FM (www.wxlv.org).
He was president of the Eastern Motorsport Press Association for more than 40 years.
Saxton is on the voting panel for the NASCAR Hall of Fame.

 PUBLISHED CONTINUOUSLY SINCE 1985

For the Racer, the Promoter and Event Organizer.

This is the Newsletter that offers the latest news, tips, helps, expert advise and success stories in motorsports sponsorship - it has helped many be successful with their sponsorship marketing efforts.

FEATURE COLUMNISTS:
Experts in the industry appear every month giving you exclusive insight into the Motorsports Sponsorship Industry.

Learn How To Be More Successful From Those Who Know.

 STAY INFORMED WITH THIS NEWSLETTER

DON'T BE LEFT
OUT !!

THE MONTHLY NEWSLETTER THAT KEEPS YOU INFORMED ON THE LATEST NEWS IN SPONSORSHIP MARKETING IN MOTORSPORTS !!

THE ONLY PUBLICATION OF ITS KIND!

A monthly brainstorming session on sponsorship marketing!

Ernie Saxton's
MOTORSPORTS SPONSORSHIP MARKETING NEWS
"Marketing Through Motorsports"
$59.95* - 6 issues annually

* Add $7.50 per year subscriptions outside the U.S.

Order now...VISA and MasterCard are accepted OR ..... mail check or money order to:
Ernie Saxton Communications
1448 Hollywood Avenue
Langhorne, PA 19047
215.752.7797 / 2392
FAX 215.752.1518


... more than 40 years of Sponsorship Marketing
and Public Relations experience !!!


1448 Hollywood Avenue
Langhorne, Pa. 19047-7417
215.752.7797/2392
FAX: 215.752.1518
ESAXTON144@AOL.COM


2010_NWAAS_feature_Ernie_Saxton_head_shot_200 Industry leader turned his life's love into a full-time vocation
(read the full story here)

LATEST EDITION OF MOTORSPORTS SPONSORSHIP MARKETING NEWS TELLS YOU NOT TO UNDERVALUE YOUR SPONSORSHIP
 

LANGHORNE, PA December 11, 2011. . . . “Many racers and promoters seeking sponsorship sell themselves short,” says Michael K. Spotts. The Florida attorney who has worked in sponsorship for a number of years explains what he means in the latest edition of Ernie Saxton’s Motorsports Sponsorship Marketing News.

 “Spotts points out that many seeking sponsorship have no real knowledge as to what the value of the marketing components really are,” said newsletter publisher Saxton. “Michael and I agree on this. Most racers and promoters do not take into consideration the value of the race car hauler on the highway, the value of the media interview, the website, billboard, track signage, or other marketing components being offered. And that is true for many of the major league race teams right on down to the local short track racers.”

 Many proposals promise more marketing than the team can afford to deliver with the amount of funding the team is requesting.

 “Often times I hear from racers seeking sponsorship help,” Saxton said. “I ask what amount of money are they looking for? The response is often, whatever I can get. And when I ask what they are willing to do for sponsorship, the answer is often whatever it takes. Not good answers.”

 The hot off the press December edition of Motorsports Sponsorship Marketing News contains a great article by Spotts titled “Don’t undervalue your sponsorship proposal by having an undervalued budget”.

 An interesting statement from Spotts is, “By running a race team what you are really doing is running an advertising agency and your sponsors are your marketing customers. The advertising medium however is the race car, the hauler, the uniforms, print, website, etc. as the way you are advertising the sponsors products or services.

 Motorsports marketing is not just taking a sponsors money and putting a sticker on your car or hauler.” Spotts’ article is a great source of information on how racers should budget their way to sponsorship success.

 Also included in the December edition of Motorsports Sponsorship Marketing News is budget worksheet that will help racers figure what they need to do it right including money set aside to market the sponsors.

 Sponsorship experts Milt Gedo, Marci Barlow and Scott Pacich are included in the new edition along with a great article that will give you the latest figures on which NASCAR driver earned their sponsor the most attention on TV.

 There is also news about the Federal Mogul sponsorship contest ($100,000 worth of sponsorship being given away) and a great driver marketing seminar in Charlotte.

 The newsletter is available for just $39.95, one year subscription. That is quite a savings off the regular price of $59.95. And if you would like you can purchase a subscription for yourself and a friend for just $59.95 total.

 Call today at 215.752.7797, have your credit card ready, and we will make sure you get the information filled December edition FREE. Your subscription will actually start with the next edition.

 And check out www.saxtonsponsormarket.com to find out all the services and sponsorship helps Ernie Saxton Communications, Inc. has to offer.

 If you prefer you can mail a check to ESC, Inc. at 1448 Hollywood Avenue, Langhorne, PA 19047.


Saxton's sponsorship kit can be racer's most vital tool


WITH THE GOVERNMENT HAVING BIG DEFICITS THE IRS COULD BE CHECKING ON YOUR SPONSORSHIP AND “HOBBY LOSSES”

LANGHORNE, PA August 5, 2011 . . . For years there have been racers using their auto racing losses to reduce their individual and company tax liabilities and it has gone pretty much unnoticed. 

Now the government has huge deficits and are starting to pay more attention to things that went unnoticed in the past. Don’t be surprised to find a notice from the IRS (International Revenue Service) that you are being audited especially if you fall into the “hobby racer” category.

Attorney Michael K. Spotts, licensed in the State of Florida, has written a two part article for Ernie Saxton’s Motorsports Sponsorship Marketing News that offers some advice on the IRS, what tax issues you should know about, what type of legal entity you should use and more. The two part article started with Issue 3 of MSMN. The second part is included in Issue 4 coming out this month.

There is important information included that relates to sponsorship.

Sponsorship expert Milt Gedo, often referred to as Mr. Sponsorship, offers “New Methods To Achieve The Same Goals (in sponsorship).” Columnist Scott Pacich talks about abusing technology and there are facts and figures on Kyle Busch leading the mid-season TV ratings for all NASCAR drivers. Apparently being a bad boy has rewards.

Ken Willis, the outstanding columnist for the Daytona News Journal offers “Revolving Sponsors Sign of the Economy.”

In addition there is quite a bit of news on a variety of sponsorship deals that have been finalized recently.

The newsletter, published by sponsorship expert Ernie Saxton, is now in its 26th year.

Subscriptions are presently available for just $39.95 (regular price is $59.95) and while the supply lasts we will be glad to include copies of Issue 3 and 4, containing the tax information, free with your new subscription. To subscribe just telephone 215.752.7797. This SPECIAL OFFER is available only by telephone. Please have your Visa or Mastercard ready when calling. You may also choose to send a check payable to ESC, Inc. to 1448 Hollywood Avenue, Langhorne, PA 19047.

Information on Ernie Saxton Communications, Inc. and their various services, including custom proposals and sponsorship representation, can be found at www.saxtonsponsormarket.com..

Saxton’s articles on sponsorship can be found in National Dragster and Late Model Racer magazine along with other major publications from time to time.

Saxton does present seminars on sponsorship at different locations across the country and is presently putting together his schedule for the off season starting in October.

Speedways, organizations and race teams can get information on how they can host a sponsorship seminar as a fund raiser by telephoning Saxton at 215.752.7797.


LOOKING FOR INFO ABOUT TAX ISSUES AND SPONSORSHIP?  THE JUNE ISSUE OF MSMN COULD BE JUST WHAT YOU NEED

LANGHORNE, PA June 11, 2011 . . . The latest issue of Motorsports Sponsorship Marketing News, a newsletter that offers the latest news on sponsorship along with tips, helps and great feature articles, includes an article by attorney Michael K. Spotts on legal entities and tax issues you should know about.
 “We are often asked questions about tax issues, “ said Ernie Saxton, publisher of MSMN, “The two part article should answer many of the questions being asked. The second part of the article will run in the August issue.”
 
Other articles in the June edition of the newsletter include Marcie Barlow’s “Racers Need To Learn That Sponsorship Is A Two Way Deal”,  “Don’t Undervalue Your Sponsorship” written by Joe Verdegan of Elite Sports Marketing along with Scott Pacich’s “Will They Ever Learn.”
 
In addition there is quite a bit of news on various sponsorship deals that have been announced.
 
The newsletter, now in its 26th year, has helped many with their sponsorship efforts.
 
Subscriptions are now available for just $39.95, a $20 savings off the normal one year subscription rate. Those who subscribe right now will receive the June edition free and the new subscription will start with the August issue which will contain the second part of Michael Spotts” article on taxes.
 
To subscribe telephone 215.752.7797 or go to www..saxtonsponsormarket.com. Visa and Mastercard are accepted. Checks should be made payable to ESC, Inc. and send to 1448 Hollywood Avenue, Langhorne, PA 19047.
 
Ernie Saxton, publisher of Motorsports Sponsorship Marketing News, is considered an authority on the subject of sponsorship in motorsports. Ernie Saxton Communications, Inc. offers a variety of services including the creation of custom sponsorship proposals, media releases, resumes and consulting on sponsorship.
 
Saxton’s articles on sponsorship can be found in National Dragster  and Late Model Racer magazine plus, from time to time, in other national publications.


CAN SPONSORS BE HELD LIABLE?
By Ernie Saxton

 

 There seems to be more questions from racers this year regarding sponsor liability. Racers are being asked about it by potential sponsors that want to make sure exactly where they stand when it comes to liability issues. Not being a lawyer and wanting to make sure the information we are passing along to you is correct we invited our friend Michael Spotts to be part of this column. He practices law in Florida. He probably should get credit for most of the column if the truth be told.

 When is a “sponsor” liable? For example, if the Car Dealer Chevrolets hauler crashes into the family station wagon on the way to or from a race is the Car Dealer liable? What if the ABCD sponsored car crashes and a wheel flies over the fence and injures a spectator, is ABCD liable? What if a car catches fire during the XYZ sponsored race and the first row of spectators gets burned, is XYZ liable? If a  sponsored dragster flips into the grandstands at an event and people are injured is the sponsor liable? The answer is “it depends” according to Michael.

 Keep in mind that we do live in a very “sue happy” climate throughout this country these days. Even the smallest problem can often turn into a day in court.

 Courts all over the Country have recognized that sports (including motorsports) are a huge advertising platform for brands, products and services. Those courts have also been consistent in saying that if sponsors cannot limit their liability exposure to suits for injuries then they simply will not continue to sponsor events, arenas, tracks& teams.

 The cases involving whether a sponsor is liable by putting their name or brand on a car, facility , or event have looked very closely at the degree of control  that the sponsor has. These Courts have looked at how active or passive a sponsor is in the teams, the facilities, or the events management and operation. The greater the degree of control, the more likely the sponsor will be held liable. In cases where Courts have held the sponsor liable the Courts have essentially stated that there was a “partnership”, and “partners” are liable for the others partners mistakes in many instances.  (Rationale like this from various Courts may deem the term “marketing partner” to not be used any longer when referring to a sponsor). In this regard THE SPONSOR could be found to be in partnership with THE CAR OWNERS if an injured party were to file suit. I trust that major companies have significantly high insurance coverage, but what about a local track team who has a local business as their sponsor? Neither may have substantial insurance coverage, if any insurance at all.

 Ownership in a team (even partial ownership) is another area the Courts look to decide if a sponsor can be held liable for the injuries caused by a team. “Team Penske” has partial or full ownership in their teams, and that single factor could be used to determine liability in the case of injuries. We seem to be seeing more and more sponsors becoming partners in race teams wanting to have more control how their brand is marketed and how the money is being spent.

 If the sponsor has naming rights, contributes funds for the operation, uses its colors and brands, but does not have any input in the decision making for the team or the event operations and management, it is less likely for a Court to hold them liable. In that instance they are a “pure sponsor”. However, as the sponsor makes decisions about management, personnel, and team functions on an operational level, the more likely they are to be held liable. It’s yet to be seen if something such as a sponsor making a decision on what driver the team hires is enough of an operational decision to make a sponsor liable. To date, no cases have been decided on that issue.

 The degree of control the sponsor has over the team or the event may be the determining factor as to whether they are a “pure sponsor” and not liable, or whether they have become a “partner” or  “joint venturer” and therefore liable. The greater the degree of control the sponsor has, the more likely they could be held liable in the case of injuries.

 There is no way to know if or when a sponsor is liable; there are too many fact scenarios and too many nuances in each State’s laws to know for sure.  There are ways you can protect your sponsor to make it less likely they can be held liable, and you should be frank and candid if asked that question. Here are a few ways to minimize losing the sponsor prospect who may be worried about their liability:

 

1)      Provide for liability issues in your sponsorship agreement outlining that the sponsor has no ownership, control or say in the management, planning, or operation of the team or event.

 

2)      Provide a liability insurance “Rider” that protects the sponsor from suits in case an injury occurs from the team or event. A “Rider” “Excess” or “Umbrella Policy” can usually be added to insurance coverage for a small additional premium.

 

3)      Consult with and receive an opinion letter from your attorney who has researched sponsorship liability in your State(s). This may involve several state’s law research if you are a team in a multi state traveling series, or a promoter who holds events in different states;

 

4)      Know the basic legal principles of the State(s) you are racing / staging events in so that you can discuss these issues with a sponsorship prospect without sounding evasive. ( You don’t have to have law school training, but you should have a basic understanding of the legal concepts ;  its part of your background search and due diligence necessary when seeking sponsorship).

 

5)      Have releases that have been provided by the track, promoter, or your insurance company on hand so a copy can be provided to the sponsor when the question arises. (This will  show the sponsor prospect that you are professional and  businesslike)

 

6)      Take the necessary steps to make sure the sponsor does not exercise that degree of control over the team or event necessary to make them a “partner” or “joint venture”. In short, keep them out of management and operational decisions.

 

7)      Run a professional organization with knowledgeable and properly trained employees and staff. The more professionally run your organization is, the less likely a mistake that causes someone an injury is to occur.

 If you have questions for Attorney Michael Spotts, give me a call and we can put you in touch with him.
 For those who have been asking when they should be getting started on their sponsorship efforts for 2011, you should already be started.

 

 CHECK US OUT AT WWW.SAXTONSPONSORMARKET.CO or call me at 215.752.7797. I can also put you in touch with Attorney Michael Spotts.

 SPECIAL OFFER FOR OUR NEWSLETTER. For as long as this sponsor liability column is up on our site we are offering a one year subscription to Motorsports Sponsorship Marketing News for just $39.95. This offer is for new subscribers only. Telephone us at 215.752.7797. Next issue has a great article on taxes which will answer questions we are often asked. Attorney Michael Spotts will pen the article.



READ MANY OF OUR PAST SPONSORSHIP MARKETING COLUMNS
LOTS OF
FREE HELP !

 {click here for Sponsorship columns}


SPONSORSHIP MARKETING BROCHURES, WEBSITE CREATED, CUSTOM PROPOSALS, FUNDRAISER OPPORTUNITIES AND MORE

{click here}


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WE HAVE HELPED MANY LOCAL AND REGIONAL RACERS
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1448 Hollywood Avenue
Langhorne, Pa. 19047-7417
215.752.7797/2392
FAX: 215.752.1518

ESAXTON144@AOL.COM

ERNIE SAXTON COMMUNICATIONS CAN PROVIDE THESE SERVICES FOR YOU:
  • Press Releases - Announce New Sponsors, Race Plans, Wins, etc.

  • Brochures - Great Sponsorship Marketing Tool

  • Press Kits - Stand Out From The Rest

  • Websites - We Have The Personnel To Make Your Site STAND OUT!!

  • Custom Created Proposals - They Get Attention Which Equals SUCCESS !

  • Consulting - Pick Our Brain

  • Sponsorship Search (Representation on retainer and commission) - works like a draw against commission

 


PRESENT YOUR OWN SPONSORSHIP SEMINAR TO RAISE FUNDS FOR YOUR TEAM, SPEEDWAY OR ORGANIZATION.

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