Selling Auto Racing Sponsorships - /SHAKEDOWN University

[@JordanPayneLV]

Just re-watched this after 2 years! Wow great info here, I'd like to see this guy again, he was brash and to the point. I like him

[@VirginiaRican]

Leo, the advice you've given in this video has helped students raise tens of thousands of dollars for their motorsport efforts. Thanks for all the support.

[@corvetteboy3]

Leo, thanks for taking the time to talk to me and my dad at Road America this past summer about my Skip Barber racing, it meant a lot. I've been waiting for you guys to roll out a video like this and I'm impressed, this was really helpful and I learned quiet a bit. Can't wait for some more Shakedown University videos.

[@JordanPayneLV]

One of my favorite videos yet! I am a marketing major who would love to do Sponsorship marketing later in life. Super informative from a man who knows what he's talking about! Thumbs up

[@robertmoore5002]

As someone wanting to start racing and as someone always interested in marketing and business, I find this video to be one of the most helpful /Drive's done. This came at the right time for me..

[@RobertHohan]

Leo, as an F1 and Le Mans/WEC fan, I have to say that your presence at BBC, Sky or Radio Le Mans would start to overshadow the ones that are already there. Your analysis is spot on in every area and in every video. Shakedown is easily one of the best motorsports shows out there and definitely one of the best webseries. Keep up the good work!

[@JulianVR4]

I don't know how I've missed /Shakedown all this time. Leo is on the money with everything he's talking about. Respect!

[@cvillalobos27]

Excellent show Leo and your hair is way better now than in the 2012 episode

[@puccio1251]

Excellent info, Leo! Sounds like 20% talent, 80% business savvy. Would like more of your shakedown university videos on better understanding the business behind racing! Thanks!!

[@DerekSpeareDSD]

Thanks for the video, Leo. Another point to consider would be why a particular driver or team has an advantage over another. This is especially vital when prospective sponsors have more than one driver/team courting them.

[@ninja2891]

Love that ending!

[@Erik_The_Viking]

Excellent summary Leo - these lessons apply to any business deal, not just racing.

[@roflcopter645]

I watched all your shakedown university videos on fastlanedaily and was wondering when you're going to continue it when you switched to the drive channel. I waited a long time for this, so thank you Leo parente. More shakedown university please.

[@64amped]

Leo, you can tell this is something you are passionate about. Passion is what carries, no matter your stature. :)

[@DanielFoland]

Leo, Thank YOU for being such a consistently great presenter. It occurs to me that your viewers, while fewer, may be more like me and better targets for specific advertisers. I just showed this video to a friend who is about to raise money for his deal. It IS about listening. Have some confidence in the superior quality of your work, Leo! You're not posting videos of burnouts here. It's not about numbers, it's about delivering excellence. You do that. Great work. Thank you.

[@LeoParente]

I'm just snarking. Appreciate your feedback. Always. The group thing only works IMO when there are people who bring knowledge, not just opinion. With motorsport I tend to be careful so as to NOT bore or misinform the viewers [OR frustrate myself with a less than 'right' show]. And yes, to get more umph into the presentation I could amp up my oral inflections like a Chris Harris..... or throw things, walk around, maybe do the show from the streets or the water closet!

[@alfajam]

Invaluable information Leo. Thanks for demystifying and openly sharing. You're a true asset and friend of our sport.

[@nsashby]

Fantastic video. Really helpful on something it's not easy to find information about.

[@Discostar12]

Haha. Nice closer Leo. We need more on this topic. You guys should start a monthly Shakedown University, or even Bi-monthly. Great segment.

[@Quin874]

This is great. Thanks!

[@AldrichQuaiHoi]

Love it. Most enlightening

[@gogorreal]

Shakedown is getingelt better AND better every time

[@Deyo99]

More shows like this Mr. Parente, give us a more insight into racing industry.

[@jonathonhollis7080]

Another epic show, Leo. And I'll try with all my might to get that last sentence to be my senior quote.

[@tobetinkering]

One question: @ 2.03 there is a in-car view and to the right the is a screen showing a arrow (indicating a car to the right?). I watched the live feed from LeMans this year and I just missed the presentation of this "instrument", what is it, how does it work, where can I find info on it?

[@jonmiranda93]

Love this video. Leo is awesome. Love to learn about be behind the scenes stuff.

[@2002C5Vette]

Best motor sports news, analysis, coverage AND How to get laid!?? Leo you cover it all! Awesome episode and super informative! Keep up the great work!

[@branzilla7833]

Excellent presentation. I love knowing more about this side of racing. I enjoy more video with this inside detail on why sponsors are willing to fund a race team. Too me... its still a very hard sell.

[@CleKoh]

Best conclusion eva :D

[@mylexicon2]

Sponsorship is really easy to find when you don't need it. NASCAR and F1 don't need sponsorship. They have a self-funding business model from TV, sanctioning fees, and F1 licensing. The teams also have lucrative merchandising. The stickers and paint schemes are just the icing on the cake. If sponsors know you don't need them, they realize you already have something valuable, and they need to work with you. You still compete with other opportunities, but you're not reduced to begging.

[@ericclarkva]

Can you guys up your mic input levels in future videos please? Every time I watch a Drive KZbin video I have the audio maxed and it's STILL pretty quiet. Thanks, and thanks for all the good car content!

[@canciaro]

More vids about the business side/logistics of a race. Even from the JDX team point of view, would be really interesting.

[@MrAaron5627]

Excellent explanation. I would like to see more videos like this; or along this thought line.

[@blaxsupersaiyan1163]

@LeoParente Now I''m researching businesses so i can have money and sponsorship by the the time ill finish racing school. I'm an aspiring black driver and want to be a pro in mostly sports cars racing but don't have the money for to actually buy a race car and race but like my mom always says research is good, the more you know!

[@BossTuned]

This show/ channel is waaaaay better than Speed channel

[@rjung_ch]

Love the Swiss Flag there!

[@xXHEELTOEXx]

00:30-Max Chilton-"Bitch i'm rich.*Lil B cooking dance*" 00:35-Pastor Maldonado-"Hey Hugo!*Make 'em say ugh*"

[@Normanroberts]

Great shakedown episode with good information

[@LUNATIC75]

Thumbs up, Leo. Always entertaining.

[@pabauza]

As always, great insights Leo.

[@LeoParente]

We do /SD shows from time to time WITH a group. I just like to have a flow to the show, not a just a bar-chat. IF it's OK with you......and maybe 'some' of the other viewers. !!

[@EugeneKam]

Boom! Excellent line on the ending!

[@mpfourfour]

Very informative - great episode!

[@sticksen]

Well, I guess if it´s moderated well, a group-discussion can also deliver a good flow. It´s totally OK with me what you´re doing, no worries. :) I was just contributing my first perception when watching the first few minutes. Excuse me, if my tone was a little too harsh! Cheers

[@robertmoore5002]

Also an idea: /Drive has a bunch of different sort of "sections. Why don't you actually have a /Drive university? Once a month video of a sort of "So you want in?" type thing

[@jimiwannabe69]

This was a great episode I actually want to start raciing

[@shaggysocal]

If someone asked you to name five rental car companies off the top of your head would Hertz be in the top three? Would Hertz be the first one? While you may not have a greater desire to use Hertz you might be a bit more aware of them because they're colors and logos are splashed across a Porsche. As Leo pointed out this is only one facet of what sponsors are looking for when getting involved in motor racing.

[@thepiuma]

I think is not very relevant on an economic\argument base, but something i noticed is the importance of the car livery, and the fact that, as part of the car, the livery become part of motorsport culture\history. It's gonna stay on books, magazine, video, toy potentially forever and you don't even need to pick a winning car, if the livery is made properly. I just saw a video about a ferrari cup team livery and i would love to see more. Strange but, basically i'm asking to see more adv XD

[@moskoDK]

Leo my hero.

[@DJDMass]

Is it about your interpretation or the sponsor? I am sure to Hertz it has the added value of putting the name Porsche and Hertz in the same sentence....around the same time they started offering premium car rentals...

[@wantu2much]

Best ending statement ever,

[@slicksidviscousCH]

However I do feel I better fit into the first of the two categories quoted. Lets take your association for example, When I look at a hertz branded Porsche, I just see a Porsche and the team racing it. I do not feel any greater desire to use that brand versus any other regardless if they win or not.

[@josevides4665]

Nice video, keep up the good work.

[@zackgold2193]

this video should help with my schools FSAE team

[@LoogieRules]

even leo's background music is gangster.

[@MrYoanEmond]

First when I started watching shakedown, there were no reason for me to love it... It's too much of an intelligent show for me. I like shows that are a distraction like roadkill and tuned. Something made me love this show though, this is Leo! Same for Chris Harris.

[@mister62085]

Is there a discount if u pay all cash

[@slicksidviscousCH]

An unfortunate reality of advertising/sponsors is summed up in this quote, applicable to all motorsport, this quote is from an F1 documentary "(F1) has two audiences. One basically doesn't matter very much & the other maters a lot. The one that doesn't matter very much is the one that goes to the races. The one that matters a lot is the television audience because it's what powers the money…" Martin Jacques, Journalist The Frontline - Secret Life Of Formula 1

[@mrevansb]

Thanks Leo.

[@ArthurSperotto]

In the beginning, I believe you gotta do it all by yourself, after all, why would anyone do it for you, you're not famous. But if you get recognition, I think managers (or similar) will do this work for you.

[@sudmanster]

Youre the best leo

[@FluxStage]

Damn you're Awesome Leo!

[@gogorreal]

Great Video

[@Iamwolf134]

Hate on NASCAR all you like, but NASCAR is one of the best platforms with which to market in auto racing, not just for motor oils and brake pads either.

[@yaakovha1948]

This guy is too much! :D Just great!

[@LeoParente]

Jeez, if you took no substance from this, I can only imagine you learning a race track - "uh, straights and a bunch of turns. I got it!" And the crew chief launches you on track with the radio call-out, "Everybody duck!"

[@electromechanical4109]

And this is why I watch sprint cars.

[@govenmentassassin]

Nice. Now how could I convince the president and CEO of my company to invest in the new turdor?

[@X3V1OUS]

Leo!!!!!!!!!!!

[@TylerStump1]

i saw leo at petit but he looked busy so i didn't say whats up

[@Saber-2]

Jeez. This has changed my view of racing... I don't think I'd want to race with all that business and complications.. Doesn't look like too much of a sport anymore.It's more a business than anything..

[@trackjunkie8632]

Thats two people down, haha now all we need is a few more people and a lot more money.

[@xero0412]

Good point to attack, without the money your stuck at the starting line.

[@brandensmith7703]

If only there was a business degree dedicated to motorsports!

[@frankymcdonald3081]

up your computers audio. youtube sound plays through your computers settings.

[@MrYoanEmond]

Thumbs up if you love Leo, Chris Harris, David Freiburger and Mike Finnegan, Matt Farah and, last and not least, Mike Spinneli.

[@robertmoore5002]

Exactly. TheDuckRace is right, but is, IMO, overreacting. Racing is a business. At least from the viewpoint of sponsors. But every sport has a business side. I think racing, at least some forms of it, are better in the sense that I can grab a few friends, come up with a name, buy some uniforms( or not!), pay registration/ entry fee and compete. A sport like basketball, American football, etc won't be so easy to enter. I'd much rather be entering motorsport than those others, even if they paid.

[@jaysfan19]

25th! Good show Leo

[@thepiuma]

You should had understood the sponsor needs and....banged the sponsor moms XDXDXD That would have put some serious psichological pressure on the competitors too XD

[@MrSpidershreck]

if only someone in some national automotive organizations ever saw this.... maybe the portuguese F1 GP never left portugal. ur not looking for a P. A. by any chance?

[@LeoParente]

Thank you all for the comments, compliments, and feedback. Doing the best we can with the 'tools' given me. Watching the viewcounts across /DRIVE, it's easy to wonder if my contribution makes a difference. But, then again, going through life at my physical stature, it's ALWAYS been about striving for Quality, not quantity. Thanks again, /ShakeDowners.

[@LeoParente]

I disagree. It is not that black / white. Media matters, BUT it is not the only thing sponsors seek. They want engagement with the audience [not just passive eyeballs]. Engagement need not only happen AT the track.....it rarely happens though a TV screen. So.....that is an old school quote, IMO.

[@DWVids00]

**Add to favorites

[@xtraordinaryxtd9484]

and you will need a co-driver as well :D

[@عالسبرتاية-ص3ع]

great

[@A.Lapadat]

nice

[@MrYoanEmond]

I can work in the team of trackjunkie86, I'm future car guru if not already...

[@sticksen]

This mode of presentation is getting kind of old. Reminds me of old news presentators. Why no doing something like After Driver or Ask Drive? A couple of guys discussing the topic. Much more entertaining!

[@IanWhelan]

Isn't any pro sport a business though?

[@mylexicon2]

If your series doesn't have a self-sustaining business model, stop racing. Accumulate academic credentials, and then teach the failures within the sanctioning bodies how to create sustainable entertainment products. Sports entertainment is growing exponentially. Car racing video games are growing exponentially. Car manufacturers want to sell race cars more than ever, yet racing is fading away. The industry is ripe for the picking. Forget your driving career. Secure racing for the next gen.

[@marck93jet]

Bel video :) Anch'io sono un appassionato di eventi automobilistici se vuoi passa sul mio canale :)

[@AlterDieg8]

DRIVE LIKE KIMI!!! JA

[@linoleumshake]

24hr of Lemons...

[@vader540is]

Great comparison with sex Leo Lol awesome video!

[@xXHEELTOEXx]

If they were...Back off buddy. I've got a flat black Saturn Lemons car that would look GOOD with /drive on the side. The pitch? Bitch i'm Rick James...Sponsor my shiet.

[@shaggysocal]

"their colors."

[@TexMexThe3rd]

No, no, you did it all wrong... Watch the video again!

[@patsnaso]

3th

[@frankymcdonald3081]

sorry.. i mistook you for someone who needs to ajust their hearing aid.

[@TheCaps35]

shakedown should always end with a joke!