✅ Racing sponsorship is about more than just a logo; it’s about creating impactful partnerships that drive business value.

✅ Successful racing teams rely on diversity, creativity, and strategic business development to stand out and grow.

✅ Personal and professional setbacks are part of the journey; resilience and taking risks can turn failures into success.

Episode Summary

In this episode, Lee Zohlman, CCO of Juncos Hollinger Racing, shares insights on the intricacies of securing sponsorships in the competitive world of motorsports. He explains that successful sponsorships go beyond placing a sticker on a car—they’re about forming strategic partnerships that leverage the team’s strengths, such as their diverse driver lineup and strong social media presence. Lee also discusses the importance of business development, especially in integrating B2B partnerships with their broader sponsorship goals.

Lee’s journey into racing stemmed from a lifelong love for cars, nurtured by his father. He shares how he transitioned from various sports sponsorship roles to leading commercial efforts in motorsports. Additionally, Lee opens up about his personal struggles during the summer of 2022 and how, despite hitting rock bottom, he turned his life around through resilience, goal-setting, and coaching. His story is a testament to the power of perseverance and believing in yourself, no matter the obstacles.

Notable Questions We Asked

Q: What are the key factors in securing successful sponsorships for a racing team?

A: Successful sponsorships go beyond logos on cars; they involve creating strategic partnerships that align with the team’s strengths, such as driver diversity and social reach.

Q: How does team diversity impact the success of Juncos Hollinger Racing?

A: Diversity in the driver lineup allows the team to connect with a broader audience and create engaging campaigns, enhancing their value to sponsors.

Q: What motivated you to enter the motorsports industry?

A: A lifelong passion for cars and racing, fostered by my father, combined with a desire to apply my sports marketing expertise to motorsports.

Q: How did you overcome personal and professional setbacks in 2022?

A: I invested in executive coaching, leaned on my support network, and took calculated risks to rebuild my career and achieve my goals.

Q: What advice do you have on goal setting and finding the right coach?

A: Set clear short-term and long-term goals, and find an executive coach who aligns with your personal and professional growth needs.

Chapters

00:00  Intro

00:41  Media Reach and Sponsorship in Racing

01:55  The Importance of Team Diversity and Social Media

03:05  Lee's Journey into Racing

05:40  Overcoming Personal and Professional Challenges

09:27  Connect with Lee Zohlman

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