Originally reported by Sports Business Journal
Read the original Sports Business Journal article
Hendrick Motorsports selected Innovative Partnerships Group as its third-party agency of record for commercial strategy, expanding the organization’s approach to sponsorship development across its racing programs.
As part of the relationship, IPG works alongside Hendrick Motorsports to identify new commercial partnerships, develop innovative sponsorship platforms and increase the long-term value of the organization’s partnership portfolio. A major area of focus is identifying non-endemic brands and creating integrated partnership opportunities that extend beyond traditional race-day sponsorship.
Potential opportunities include new platforms such as the “garage of the future,” along with brand integrations connecting Hendrick Motorsports’ racing operations, fan experiences and Charlotte campus.
The relationship brings together one of motorsports’ most recognized organizations with IPG’s experience in sponsorship strategy, partnership development, sports marketing and commercial rights.
