MAKING THE MOST OF YOUR TEAM BRIT
PARTNERSHIP
Our team benefits from support from a wide range of businesses that helps keep us on track and driving towards our Le Mans goal. A Team BRIT partnership is completely different to the usual sports sponsorship deal and there are fantastic ways that our sponsors are making the most of this unique opportunity. Commercial Director Mike Scudamore tells us more:
gaining new exposure for their brand, and once I’ve understood this, we put together a brilliant package to meet those requirements. At the moment, content is so important, and a lot of partners are focussed on that, exploring articles, webinars, staff time with drivers and digital assets.
Explain why a partnership with Team BRIT is so different to usual sports sponsorship offerings
What are the most impressive ways partners have used the association with the team?
The main difference is that Team BRIT is more than ‘just a sports team’. It is so multi—faceted – we have so many stories and strengths, which allows our partners to explore so many avenues when it comes to amplifying their support. I’m always really keen to make sure the brands we work with have genuine involvement with the team for the simple reason that it makes people care. Whether it’s the equipment we receive from Kärcher for cleaning our cars and workshop, the lighting we received from JCC for our workshop and truck or the financial support we receive from Brit Insurance, every contribution is essential and we work to make sure that brands see real value from that.
Texaco did a fantastic job during lockdown, engaging with our drivers to create some amazing social content. Our drivers were filming pieces to camera on their phones, showing how they ‘keep going’ during lockdown, to support the linked Texaco campaign. From Bobby fixing his bike to Andy training on the sim, it gave a real human side to the team which people loved.
Is there a limit to the type of company that could partner with the team? Absolutely not. We have a great selection of partners, from billion-dollar turnover global companies like Brit Insurance to much smaller companies that might have only 2 or 3 employees. There are stories there for everyone and with a clear focus today on the diversity and inclusion agenda, working with us is a great way to get involved in this space. How do you make the partnerships right for each brand
Brit Insurance has also arranged some amazing ways to engage their staff with the team. They are our longest serving partner and we have supported some great activations in the city of London which saw our cars parked outside the Lloyds of London building or outside their HQ. It was great fun craning the car over bollards at 2am in the morning! This really helps build a sense of family and it has been wonderful seeing staff supporting us at events – which they have the chance to attend each year. I fondly recall meeting one member of staff who was pregnant, who then returned to the track the year after with her baby, then again with her toddler. They bring along their family to support us and watch us grow as they do. To find out more about partnership opportunities with the team, email mike@teambrit.co.uk.
When we first start conversations, it’s really important to understand what they want to get out of the partnership. They may have a specific goal such as
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