Class 11 Stock Bug racing is the slowest and least technologically advanced class in off-road racing. The challenge was to take a Class 11 team, secure high level press coverage and leverage it into sponsorships to support ongoing team operations.
I invited members of the media to embed with the team at races, including the SCORE International Baja 1000, 0ffering ride-alongs during practice and pre-running. I trained drivers and co-drivers to be media savvy and established a partnership with the Belgium-based International Diabetes Federation to promote awareness of Type 2 diabetes via public appearances, media interviews, marketing collateral and promotional giveaways.
I secured coverage in National Geographic online, ESPN Magazine, Vice Magazine, NBC Sports, dLife TV, in a VW commercial and in the launch video for the VW Beetle Dune, as well as dozens of other TV, digital and print outlets worldwide. I leveraged media coverage to develop a sponsorship proposal and secured sponsorship that included entry fees, fuel, tires, off road lights, shock absorbers, spare parts, satellite and radio communications. Desert Dingo Racing’s Class 11 is also featured in Forza Horizon 2, Forza Horizon 4 and Forza Motorsport 7, which have sold more than 13 million copies globally and secured widespread visibility for team sponsors. The race car was also included in the opening scene for the launch of the TV show The Grand Tour.