Tuesday, June 02, 2015

 

Ernie Saxton has columns on motorsports in the Bucks County Courier Times, Levittown, PA; Inside Track Motorsports News, Canada and Area Auto Racing News, Trenton, NJ, Late Model Racer magazine.
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 30th year.
He was president of the Eastern Motorsport Press Association for more than 40 years.
Saxton was one of the original members of the NASCAR Hall of Fame Voting Panel.

 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 in each issue 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
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THE NEWSLETTER THAT KEEPS YOU INFORMED ON THE LATEST NEWS IN SPONSORSHIP MARKETING IN MOTORSPORTS !!

A brainstorming session on sponsorship marketing!

Ernie Saxton's
MOTORSPORTS SPONSORSHIP MARKETING NEWS
"Marketing Through Motorsports"
$39.95* - 6 issues annually

* Add $5.00 per year subscriptions outside the U.S.

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Ernie Saxton Communications
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Langhorne, PA 19047
215.752.7797
FAX 215.752.1518
Cell 267.934.7286
Twitter @ ernsax


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

 "Ya can't talk Indy without Foyt, just like you can't talk sponsorship
without Saxton" - Karl Fredrickson of Speedway Illustrated Magazine...


1448 Hollywood Avenue
Langhorne, Pa. 19047-7417
215.752.7797
FAX: 215.752.1518
ESAXTON144@AOL.COM
CELL: 267.934.7286
Twitter @ ernsax


MISTAKES IN SOCIAL MEDIA CAN BE COSTLY
By Ernie Saxton

My longtime friend Steven Cole Smith wrote an article in AutoWeek Magazine recently that really caught my attention. It was titled “Twitter and other social media can pack a powerful – and even job-costing-wallop.” I think mistakes in social media can cost racers sponsorships and often times they will not even know it.

Smith offered an open letter to drivers, team members, crews and others involved with a race team: Drop the phone. Now.

Smith writes, “There are a lot of particularly strong-willed, opinionated drivers, crew chiefs and team owners out there, most of whom employ public relations advisors. It is tough to get a job in motorsports PR these days, so there are quite a few PR representatives who, for reasons that include keeping food on the table, likely decline to criticize their employers when they do something stupid.

“So, since I don't work in public relations, let me do it for them: Dude, drop the phone. You might think Twitter is your best-est new friend, a clever way to communicate with your legions of fans or, more importantly, with your peers, so you can exchange little inside jokes about cup sizes or where you ate brunch that no one understands or cares about. Normally, Twitter is harmless, but it's really a coiled cobra ready to strike as soon as you do something stupid.

The column goes on but I am sure you get the point.

Smith did not include NHRA drag racers. It is not because they don’t make the same mistakes as others do it is just that my friend Steven Cole is apparently not into drag racing. Too bad for him. However all the points he makes should be filed away by drag racing people.

It continues to amaze this writer how many racers, the majority, seem to have that attitude that they don’t care. During the off season there were so many racers that participated in shows, with their race cars on display, and many of those racers and team members just did not pay attention to their appearance. As I reviewed photos on Facebook, Twitter and other social media I found it absolutely mind boggling that racers were doing personal appearances with little or no regard to their appearance. Some of them looked like they were on their way out to the shop to work on their cars.

When making appearances teams should make every effort to have team attire and if not, at least dress as if you are a professional. That does not mean a suit and tie (though that is recommended when taking part in an awards function) but a crisp, clean shirt with trousers that do not look like they have been worn for a while. And I am not a fan of the jeans that come with holes already in them.

There is so much attention being given to social media that appearances can have a huge impact on sponsorship. Perhaps there is the sponsor that has still not made the decision on a proposal and has the opportunity to see the racer that has submitted the proposal in action at a show, dressed poorly, having a beer in front of young people and just not presenting the image that they would want a representative of their company offering. A lost sponsorship and it is very likely that racer will not be told the real reason.

My favorite fault of many racers is the way they dress when attending awards functions. Some racers representing sponsors dress poorly and apparently don’t think about the fact that they are representing their sponsor. And the unsponsored racer dresses poorly and that poor image just may be the reason for the potential sponsor not responding.

And as Smith points out don’t make statements on any social media that can be misconstrued.
Often times the benefit of social media, getting your marketing message to many, is outweighed by the problems created when the racer decides to voice his or her opinion.

Sponsorship is tough enough to come by these days without have to climb over huge hurdles created by social media miscues.

HOW MANY ARE FAMILIAR with the importance of being a good negotiator? Often times when a potential sponsor says NO you can use negotiating skills to turn the NO into a YES.

The most important part of negotiating is knowing exactly what you want. You can go into a meeting with the thought of wanting to come away with a deal for $100,000 but you would be willing to settle for less.

Spend some time picking the brain of the potential sponsor and find out why there was a rejection to the $100,000 deal. And then negotiate a deal that would include you doing less in return for less investment by the sponsor.

You always need a Plan B and a Plan C. In our seminars we have always suggested that you offer Plan A that would be the primary sponsorship, but have the other plans ready just in case they are not in a position to be a primary sponsor but could benefit from a well-structured associate sponsorship.

Sure it is easier to just have a primary sponsor and keep that one sponsor satisfied but sometimes that just is not possible. More and more we are selling multiple businesses taking benefit of being part of a well-structured sponsorship program with a race team. Each business getting the opportunity to be the primary sponsor for one or more events during the season. Call us and we can explain.

FREE OFFER. Send us an email at Esaxton144@aol.com and give us your snail mail mailing address and we will send you the latest edition of Motorsports Sponsorship Marketing News absolutely FREE.

GODADDY SHIFTING OUT OF NASCAR NEXT YEAR TO FUEL GLOBAL STRATEGY

Working to Retain Danica Patrick as GoDaddy Spokeswoman

 SCOTTSDALE, Ariz., April 29, 2015 /PRNewswire/ GoDaddy Inc. (NYSE: GDDY), the world’s largest technology provider dedicated to small businesses, is leaving NASCAR at the end of the 2015 season, as the company looks to diversify its marketing investment across more channels and regions. The move marks another milestone in GoDaddy’s marketing evolution, in which the company is balancing brand awareness with a more personalized data-driven marketing approach while expanding its global footprint.

In less than two years, GoDaddy has grown to serve 37 countries in 17 languages and is positioning to fortify its presence in Asia by the end of this year. In reallocating portions of the marketing spend internationally to places where the brand is not as well-known, GoDaddy can market to small business owners and entrepreneurs around the world who want to leverage the power of the Internet with their own digital presence, while still executing on new initiatives to connect with U.S. consumers in a more targeted way.

While GoDaddy is not renewing its primary sponsorship of the No. 10 NASCAR Sprint Cup Series team of Stewart-Haas Racing (SHR) and driver Danica Patrick, the company is negotiating to keep Patrick as a GoDaddy spokeswoman under a personal services agreement.

“We love Danica and all she does to empower and inspire people, especially women, which is why we are working to keep her in the GoDaddy family,” said GoDaddy Chief Marketing Officer Phil Bienert. “We have the utmost respect for Stewart-Haas Racing, and they’ve been phenomenal partners. In fact, NASCAR has been a tremendous domestic platform to help us achieve an 81 percent aided brand awareness domestically, but at this stage, we need a range of marketing assets that reach a more globally-diverse set of customers. The fact Danica is having a record-setting season makes it tough to leave this motorsports sponsorship, without a doubt.”

2015 is proving to be Patrick’s best Sprint Cup Series to date. She now holds the record for most top-10 finishes by a woman in NASCAR’s top series, with six including a seventh place finish at Martinsville (VA.) Speedway and a ninth place finish at Bristol (Tenn.) Motor Speedway earlier this season.

 “GoDaddy has been an incredible partner for a very long time, almost nine years, and as I’ve said before, our brands have really grown up together,” Patrick said. “It’s pretty cool, from a marketing perspective, that we helped GoDaddy build such strong brand awareness here in the U.S. I’m excited to work with GoDaddy on a personal level moving forward, but will miss having their bright green color on my racecar next year.”

 Patrick signed with GoDaddy for the 2007 IndyCar season where, in 2008, she became the first woman to win an IndyCar race. GoDaddy later helped transition Patrick into NASCAR, as her primary sponsor, starting with the Xfinity Series and then moving into Sprint Cup full-time in 2013. She is one of 14 elite drivers who have led laps at both the Daytona 500 and the Indianapolis 500.

 “Danica is a superstar. She’s making history in a male-dominated sport and that takes massive commitment, tenacity and passion,” said GoDaddy CEO Blake Irving. “The way Danica approaches racing is remarkably similar to how our small business customers approach their work … they’re both chasing dreams in spite of huge obstacles. She’s an inspiration to go getters everywhere. She’s also helped inspire women around the world to dream big and keep working to make their dreams real. I would be thrilled if Danica stayed on as GoDaddy’s spokeswoman and I want to personally thank Stewart-Haas Racing and NASCAR for their help in building the GoDaddy brand domestically.”

 In recent years, Patrick has worked to promote GoDaddy’s online services for small business owners and helped with campaigns to fight breast cancer and attract more young women to study science, technology, engineering and math, also known as “STEM.”

 “GoDaddy has been a great partner for us and for the sport overall,” said Tony Stewart, SHR co-owner and teammate to Patrick. “There’s a lot of season left on the calendar and it would be great to go out with a win … that would really put the exclamation point on what has been a hugely successful relationship.”


TIME IS RUNNING OUT FOR SPECIAL OFFER ON MOTORSPORTS SPONSORSHIP MARKETING NEWS

FREE SPEEDWAY ILLUSTRATED SUBSCRIPTION WITH MSMN SUBSCRIPTION

OTHER SPECIAL OFFERS FOR SPONSORSHIP TOOLS ANNOUNCED

LANGHORNE, PA February 8, 2015 . . . The new look of Ernie Saxton's Motorsports Sponsorship Marketing News has proven to be very popular. With a new color and layout the newsletter has proven to be much easier to read according to many subscribers.

Hot off the press is the newest edition which includes "Investment in and co-ownership of race teams" by attorney Michael K. Spotts J.D., "Create a culture of excellence" by Marcie Barlow, "Writing 101" with Scott Pacich, "College football smoked motoracing" by Brian Mackey along with an article titled "Five ways to become a better press release writer" and a wealth of sponsorship news.

This newsletter, now in its 31st year of publication, offers loads of advice on what should be done to attract sponsorship, what should be done to keep sponsorship and a load of sponsorship news, tips, ideas the work and more. Experts on sponsorship present articles in each edition of MSMN.

"With the new look newsletter we have been offering a subscription deal that proved to be very successful and there has been a great deal of interest so we have decided to extend the special offer," said publisher Ernie Saxton. "We are offering a one year subscription to our new look Motorsports Sponsorship Marketing News, a full year of Dick Berggren's very popular Speedway Illustrated magazine and our famous ‘Hodgepodge of Sponsorship Helps and Tips' all for one low price of $34.95. That is a considerable savings.

Just telephone 215.752.7797 to take advantage of the special offer and have your Visa or MC ready. Or you can mail a check to ESC, Inc., 1448 Hollywood Avenue, Langhorne, PA 19047. Those taking advantage of this special offer will also receive the January, 2015 edition of MSMN.

In addition Saxton is offering a couple of other specials. First is "The Great Money Hunt", a book that includes proposals, contracts, sales letters and more, available for $74.95 and that will include a one year subscription to Motorsports Sponsorship Marketing News. The book is considered one of the best ever published on what needs to be done to attract serious sponsorship support. The author, Andrew Waite, had many successful sponsorship efforts. There is more than 250 pages of sponsorship information crammed into the book.

Another special offer includes "How-To Write a Winning Proposal" by Milt Gedo, a sponsorship guru. The CD offers action pages, impact pages, demographic pages and more. It has been used by many, many racers as they seek sponsorship support. The CD is priced at $49.95 and includes a one year subscription to Motorsports Sponsorship Marketing News.

All orders can be placed at the same phone number listed above or telephone 267.934.7286.

Ernie Saxton's articles on sponsorship can be found in National Dragster, Late Model Racer and other publications. The March, 2015 edition of Circle Track magazine included a six page article on sponsorship by Saxton and the magazine will be offering a monthly sponsorship column.

ESC, Inc. is available to prepare sponsorship proposals, review proposals, and create media releases and sales contact letters along with providing sponsorship consultation. Saxton has more than 40 years' experience in motorsports sponsorship, public relations and promotion.
  $34.95    

WORKING WITH THE MEDIA SEEMS TO BE FORGOTTEN
By Ernie Saxton

So when was the last time that you or someone involved with your racing program contacted the media? A large number of the sponsorship proposals that I am asked to review for racers and event organizers promise media exposure but it amazes me how few keep the promise.

Working with the media, keeping them informed, is an important part of the sponsorship marketing effort or what I would call the sponsor satisfaction plan. You might even say that working with the media is part of the activation of the sponsorship. And if you read our last column you are familiar with what activation is all about.

It is true that some sponsors do not make media exposure a priority but I am sure that the sponsor will appreciate any good media exposure they receive.

As some of you know I pen columns in a variety of publications including two daily newspapers, a trade publication, magazine (Canadian) and publish a newsletter Motorsports Sponsorship Marketing News. Oh, by the way that list does not include this column which I have been doing for a number of years.

Understanding how important media exposure can be to the success of a sponsorship program I make an effort to make mention of sponsors when I receive such news. You probably would be surprised to find out that I receive very few news releases regarding sponsorship announcements. And then are some that I receive that should never have been sent. In total, during the racing season, I receive about 800 each day and many of them are never considered for use because they are poorly written, do not contain information of interest, come across as ads rather than news and finally do not follow the rules for press releases.

How many of you are aware that the early part of a release should include who, what, where, why and when? Answer those questions in the first few paragraphs and you will have a lot better chance of getting my attention and getting the release used.

If you do not have a decent command of the English language then I would suggest you find a friend that does or hire someone.

News releases should contain news. Right about now the season is coming to an end for many of you so it would be a good time to do a "season wrap" release that talks about the highs and lows. Work into the release mentions of the key sponsors. Mention them in the order of their importance so that when the release is edited the important ones have a better chance of surviving and appearing in the story that is written as a result of your release. Offer a good quality photo that shows the driver and race vehicle. Of course with publication making cutbacks there is a good chance the photo will not be used or will be cropped (made smaller).

What I am finding these days is that the weekly newspaper that covers news of your area is becoming important. They are often called throwaways. However those weeklies, with small staffs, are often looking for news so your well written news release, in a story format, will have a good chance to be used. And your release has a good chance to being used in its entirety.

There are a large number of motorsports and sports websites out there that will use your releases and often without cuts or changes.

Important to remember. You should have your website (you do have a website don't you?) updated so all the information is current and there are new photos. And don't forget your Facebook page. With a website and Facebook you market yourself and your sponsors.

News releases should be kept tight, not wordy, and to the point. Use bullet points to highlight key information, making it easier for the recipient to scan through the information. The more you do to make it easier for the media the better the chance it will be used.

Storytelling in your press release makes them more interesting and easier for the media to use. Again it is important that in your story telling that you include mentions of the sponsor but try to limit those mentions or they will become a turnoff. The primary sponsor gets the most play.

When sending your release by email be sure to include a subject line that attracts the interest of the media person receiving it. Example: "Local professional race car driver finishes successful 2014 season."

Work on building relationships with the media that cover your sport and those that cover sports and business in your local media. Make sure they know who you are. Put them on the list to receive all your releases.

Be sure that your releases have contact information (name, phone numbers and email) so that the media that receive them and have need of additional information or want to turn your release into a bigger story and have need for more information can reach you.

IN A RECENT EDITION OF SUCCESS MAGAZINE I found the results of a survey that really caught my interest. With all the hype about Facebook, Twitter, Google, LinkedIn and more, sixty-two percent of Americans say social networks have zero effect on their buying decisions. Thirty percent said social media has "some influence"; 5 percent, a great deal of influence; 3 percent were undecided. U.S. businesses spent more than $5 billion on social media in 2013. That is some information you just may want to store away for future use in your sponsorship efforts.

AND FINALLY make sure you have us on your media list to receive your season wrap release, your plans for 2015 and your sponsorship news releases. Send them to Esaxton144@aol.com.

A FREE OFFER. The first ten visitors to this site that send us their name and complete mailing address (snail mail) will receive a one year subscription to Motorsports Sponsorship Marketing News for FREE. Just the first ten get the deal. Send to Esaxton144@aol.com. And if you need help with your sponsorship efforts call us at 215.752.7797 or check in in at www.saxtonsponsormarket.com.

YOU NEED TO UNDERSTAND SPONSORSHIP TO SELL IT
By Ernie Saxton
 
Just recently I had the chance to sit down with a racer who was seeking sponsorship and had questions. We had made an appointment to do this so he should have been prepared just as he would have been expected to be prepared for a meeting with a potential sponsor. Needless to say, he was not.

He arrived dressed in shorts, his favorite racing t-shirt and flip flops. He had not shaved in a few days but that seems normal for many men these days, and his finger nails had enough dirt under them that he could have grown vegetation. He carried nothing. He had to borrow a pen and paper from me to take some notes.

Quite frankly I just felt it was a wasted effort but I could use the session to improve my own skills.

Needless to say I did point out to him that his attire and appearance left a lot to be desired. His response was that he was on vacation. I never did ask if this was the way he would have shown up to meet with a potential sponsor since he was on vacation.

He told me that he did not bring any of his sponsorship materials because he figured that I knew what they looked like and what they contained and quite frankly he was being protective of his sponsorship materials.

When I asked him what he does to activate his sponsorship, he looked at me with a blank stare. He did not know what that meant.

I pointed out that lack of activation is the reason so many sponsorship programs fail. Too many deals seem to be based on putting the logo on the race car and, maybe, the hauler and that is it. Activation is what is done by the racer and the sponsor to bring attention to the sponsorship program. That is what is done to create an ROI. And that brought another blank stare. He did not know what ROI meant.

Hopefully most of you know what ROI means "Return on Investment" and that is the reason most businesses get into sponsorship. They want to get a return on investment for their sponsorship dollars. These days there is more attention paid by businesses to the ROI from a sponsorship than ever before. It is not just enough for most to gain media coverage.

ROI is the measurement of the economic return from their sponsorship investment. If it is a local business they will want to know how much customer traffic did the sponsorship drive through their doors. And that is where the activation of the sponsorship comes into being. What did you do to bring attention to the sponsorship? Were there personal appearances with the race car? Was the race car and racer part of the business advertising? Was there promotional materials being distributed at the racers by your team so that fans were aquatinted with the business? And the list goes on.

However keep in mind that the benefits of sponsorship cannot always be measured in ROI. Often times your program may create product loyalty and that is hard to trace. However there are those who make an effort to trace loyalty through surveys, perhaps with coupon giveaways to fans, and other such efforts. It is not a perfect science but when presented correctly it can be a huge plus in selling a sponsorship. Again activation of the sponsorship by both the racer and the sponsor can produce great returns on investment.

Suppose you, the racer, wins a big event. How do you place value on that when talking about sponsorship? Now you are getting into a new word to learn, VALUATION.

Such a valuation will give the potential sponsor a very good idea of what the return on investment should be. There are people out there that provide this service but there really is no perfect way to come up with a positive valuation. Being able to offer a success story in your racing and in your sponsorship marketing efforts will up the value that you have to offer.

Many companies can reach a value number by some of the activation programs that they put in place or you put in place as part of your sponsorship package. Did you offer coupons? How was the response?

Here is a suggestion. If you have hero cards that you give out you should include a sponsor's coupon on one end of the hero card. It should be perforated so that the person receiving the hero card can tear off the coupon and put it to use without damaging the photo. The coupon should be identified as coming from you so that the sponsor can use it to value the results of the sponsorship.

Of course if you offer some sort of hospitality at a race event then you should have a guest book so that those who attend can sign in and list the name of the company they represent. Again this is a form of valuation of the sponsorship.

Don't always show up in your vacation attire even though you are on vacation.

My suggestion of the month is for all racers that are out seeking sponsorship and not familiar with the terms that were used above to head out to a Barnes & Noble or another good book store, or look on line, for a book on sports marketing. It can be very valuable in your efforts to secure sponsorship. And as always I recommend the Andrew Waite book, "The Great Money Hunt", as it covers everything that you need to know in order to approach sponsorship in the proper manner. Give us a call at 215.752.7797 and we can help you get a copy.


READ MANY OF OUR PAST SPONSORSHIP MARKETING COLUMNS
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FREE HELP !

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

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WE HAVE HELPED MANY LOCAL AND REGIONAL RACERS
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Generic Direct Mail Promo Piece
Milt Gedo's Winning Proposal (on CD Rom) - How to create a proposal that gets results
1 Yr. Subscription to Ernie Saxton's Motorsports Sponsorship Marketing News (a monthly newsletter in its 26th year that educates you and brings you the latest news, ideas,  contacts and more in sponsorship and marketing in motorsports.)
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ERNIE SAXTON COMMUNICATIONS CAN PROVIDE THESE SERVICES FOR YOU:
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  • Brochures - Great Sponsorship Marketing Tool

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