FBC Downshift #83: Shell's Motorsport Sponsorship- Kai-Uwe Witterstein

The Parc Fermé F1 Podcast

The Parc Fermé

Leisure, Sports, Sports News, News, Automotive

4.4 • 713 Ratings

🗓️ 17 June 2017

⏱️ 22 minutes

🔗️ Recording | iTunes | RSS

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Summary

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.

Transcript

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0:00.0	Formula One blog.com.
0:03.7	Downshift.
0:14.0	Where is Michael Schumacher?
0:16.5	I'm going to do a good battle.
0:17.9	I tried to stay with him, but he was was really flying and I couldn't stay with him.
0:21.9	But he does like to beat up on a Ferrari when he gets half a chance.
0:25.6	Well, once again, someone's hit me at exactly the same corner.
0:29.2	Yes or no? Can we start it?
0:32.4	Yeah, there was a big problem. I just saw Nick a cool guy. I'm sorry for him.
0:41.3	I am so annoyed. I can't't make a cool guy. I'm sorry, I am so annoyed. Now I can't tell you I don't know what I am. Hey, it's Todd from Formula One blog.com. Thanks for joining me for this
0:46.4	special episode of FBC Downshift. You know, global motorsport sponsorship may sound like a fun
0:52.5	career. In the large part, I think it probably is,
0:55.7	but it's also one of the toughest jobs in motorsport. There's no easy negotiation, folks. And if you're
1:01.6	in charge of a global brand, you have to be judicious with your company's resources and you have to
1:07.8	negotiate on their behalf. And you have to be very careful on which series
1:12.1	teams or races you engage in. Can you maximize the frequency, reach, and impact of each
1:18.1	marketing activation, as well as brand build your global brand position? This is really a complex
1:25.6	job, as I found out. Now, I had the honor of flying from the Indy 500 to the Coca-Cola 600 a few weeks ago. I did the double, as they say. And I was doing so with the head of global sponsorship, Kyu Vehitterstein. And I had him trapped in a private jet for about an hour or so. so I thought I would take out my recorder and ask him a few questions about how Shell approaches motorsport sponsorship and what some of the challenges are.
1:53.5	In particular, folks, I think you'll really enjoy hearing some of the complexities of sponsoring motorsport as to where, why, and how a global company
2:03.2	with Shell's brand equity would choose to engage a particular race team or series.
2:08.2	That's always boggled my mind.
2:10.3	Why would you invest in certain races versus certain series versus certain teams, that kind of thing?
	...

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