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It may sound fun but I can assure you that there is nothing easy about managing a global brand and sponsoring motorsport. I had to the opportunity to speak with Shell’s Global Sponsorship manager, Kai-Uwe Witterstein, on our flight from the Indy 500 to The Coca Cola 600 as we did the double with Shell.

I think you’ll enjoy this inside look at how a major global brand approaches motorsport sponsorship and you will quickly understand why Kai-Uwe is the right man for the job.

Enjoy this quick interview with Shell’s man for global sponsorship and listen closely to how the lower oil prices have impacted the decisions and approach to motorsport sponsorship. I think there is a lot to learn from Kai-Uwe about how major corporations have moved from check writers to highly efficient marketing and sponsorship organizations reliant on market forces and metrics to determine the ROI’s of their efforts. 

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An F1 fan since 1972, NC has spent over 25 years in the technology industry focusing on technology integration, AV systems integration, digital media strategies, technology planning, consulting, speaking, presenting, sales, content strategy, marketing and brand building.