Suburban Propane pursued multiyear partnerships with NASCAR and Speedway Motorsports to connect with millions of fans through brand experiences, on-site activations, and integrated community outreach. Activations included powering campgrounds at race weekends and creating fan engagement zones to increase visibility, foster loyalty, and strengthen local relationships. Successful collaborations require intention, creativity, shared values, authentic storytelling, and engagement beyond signage. Marketers should align partnerships with brand purpose, define mission with internal stakeholders, center activations on shared values, and tell the story across media, social channels, and on-site experiences to maximize returns.
Over the past several years, I've had the privilege of leading Suburban Propane's sports marketing initiatives, including our ongoing multiyear partnership with NASCAR and Speedway Motorsports. These collaborations have allowed us to connect with millions of fans through meaningful brand experiences, on-site activations and integrated community outreach. From powering campgrounds at race weekends to creating fan engagement zones, I've seen how the right sports partnership can amplify brand visibility, foster loyalty and strengthen relationships with local communities.
The most successful sports marketing collaborations go far beyond signage and logo placement; they're rooted in shared values, authentic storytelling and fan engagement that extends well beyond game day. Here are five ways to ensure your brand makes the most of a sports marketing partnership: 1. Build a story on shared values. A partnership based on logo placement alone will be forgotten before a potential customer even registers what they've seen. Look for sports organizations that genuinely align with your brand's purpose.
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