XPEL On What It Takes To Become A Motorsport Sponsor | Automotiv

XPEL On What It Takes To Become A Motorsport Sponsor | Automotiv

As Michael Mayall walks by means of the IndyCar paddock, personnel from varied groups step ahead to shake his hand and chat. The Vice President of Company Growth at XPEL might facilitate a partnership with Staff Penske, however the friendships he maintains with everybody in IndyCar are integral to the general imaginative and prescient of the protecting coatings firm.

Full disclosure: XPEL invited me to the 2023 Hy-Vee IndyCar weekend at Iowa Speedway, the place I used to be in a position to shadow Michael Mayall for a day to know what it takes to facilitate and preserve a sponsorship program. XPEL is a Staff Penske accomplice, and in Iowa, it was the first sponsor of Scott McLaughlin’s No. 3.

Trendy motorsport depends on sponsorship; a staff can’t exist with no slate of backers, and people backers profit by constructing robust connections inside the sport. As I shadowed Mayall, I used to be shocked by simply how many individuals inside IndyCar spoke to him concerning the XPEL coatings they’d put in on their automobiles or their residence home windows, each inside the Penske group and outdoors of it.

“The largest factor is that we’d like the organizations representing us to be match,” Mayall instructed me after I requested how sponsorship talks start. “It wants to suit from a model standpoint, how we will have interaction clients in our target market.

“We additionally take into consideration what our merchandise do. Our paint safety movie is designed to maintain your automobile trying excellent, just like the day you introduced it off the showroom flooring. Penske shares that perspective — that dedication. They’re the gold commonplace in motorsport. They’re Penske excellent.”

XPEL thought of each NASCAR and IndyCar when the time got here to sponsor a staff in racing, and regardless of Penske’s presence in NASCAR, the corporate felt most at residence within the open-wheel sequence.

“We may envision the best way the XPEL automobile would look, and we noticed the best way all the Penske group operated in IndyCar. We felt that we have been reduce from that very same material,” Mayall defined.

Additional, the familial ambiance of the game — the place even opponents will be pleasant with each other and assist one another out — made the sequence a fantastic match. People on the monitor from different groups approached Mayall all weekend lengthy for a chat. That’s one other part of what made Penske’s IndyCar program so interesting.

“From what I’ve seen, Roger Penske does a wonderful job with business-to-business relationships,” Mayall identified. “Two corporations might not have a direct alternative to work collectively on monitor, however Penske has stated, ‘I must introduce you to so-and-so as a result of I feel working collectively can be match for each of your corporations.’”

Penske’s dedication to his sponsors runs deep. Mayall identified Snap-On, one of many staff’s longest companions; a part of the attraction of working with a staff like Penske is that sense of longevity, that dedication.

“Plenty of motorsport operates on a contract, and it doesn’t look outdoors these boundaries,” Mayall stated. “It makes me smile to see the respect amongst these longtime sponsors when Penske walks right into a room. Considered one of our massive targets is to transcend simply out contract. We would like our roots to go that deep.”

Collaboration, communication, and neighborhood: I noticed all of it at play in Iowa. Mayall radiated heat, making some extent to introduce me to the common gamers within the IndyCar paddock. Maybe just because I used to be shadowing Mayall, I used to be welcomed into conversations extra as a colleague and good friend than as a journalist. Beside Mayall, I used to be even in a position to greet Roger Penske himself and cease for a short chat earlier than qualifying started on Saturday — one thing intimidating for many anybody with a respect for American motorsport, however one thing that involves Mayall with ease due to his effusive character and respect for the businesses he companions with.

Once I requested Mayall about his targets for XPEL inside motorsport, he laughed and declined to provide any particulars about particular plans for coming seasons. As an alternative, he shared what he referred to as his “massive, furry, audacious objective.”

“When individuals see me carrying my XPEL shirt within the IndyCar paddock, they’ll cease me to say, ‘I gained’t drive my automobile with out XPEL. Once I improve my residence’s home windows, I need to do it with XPEL,’” Mayall stated. “We simply need to increase our footprint in motorsport.”

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