Since our inception, Leavine Family Racing has been committed to growing into a contender in the NASCAR Premier Series garage, as seen by its move from part-time to full-time competition. Knowing there would be growing pains, LFR has shared its #progression on social media, including the 2018 season as former championship contender Kasey Kahne brought a new perspective to the group.
In 2019, the organization begins a new chapter on its path by aligning with powerhouse Toyota Racing and receiving full OEM support. LFR will also have a new driver behind the wheel of the No. 95, Matt DiBenedetto, as it embarks on its fourth season of full-time competition in the series.
When you take into consideration the three points of the sponsorship triangle (i.e., property, agency, brand/sponsor), LFR has upwards of 75+ years of combined experience in the professional sports sponsorship landscape.
In our experience in working with many different companies over the years, what seems to resonate the most with our sponsor partners is the relative priority, or value, we place on sponsorship relationships compared to other sports.
Unlike other sports, where sponsorship dollars are more of a nice-to-have, in racing they are a MUST have as that is the lifeblood of a team’s success. The team cannot survive and thrive without it, so for that reason, we care about it that much more. This is reflected in the way in which we approach our relationships with sponsors. We view these relationships as deep partnerships rather than just sponsorships.
From the sponsor perspective, partnership alignment is crucially important. In other words, partnering with the entity that is the best fit for your business. There are many factors that can influence this alignment such as: budget, approach, market position, size of organization, flexibility, etc.
Beyond those fairly typical measures of business alignment, value alignment can be potentially more potent in delivering positive outcomes from a sponsorship engagement. At LFR, we consider ourselves to be a “challenger” team. Not necessarily in the top-tier of NASCAR teams, from a competitive standpoint, but we maximize results by working both harder and smarter. These values would align very well with a brand who may not be #1 in their market, or space, but who occupy the second or third spot and are looking to move up by working harder and smarter than their competitors. Maximizing the return of the efforts they pour in on a daily basis.
The single-car Leavine Family Racing team was founded in 2011 by Bob and Sharon Leavine, two individuals who are passionate about NASCAR and started the team to make a positive impact on the sport and community. LFR is an organization competing in the NASCAR Premier Series focused on growing competitively and providing results-driven partnerships for its sponsors. The team operates out of Concord, NC, with a veteran group of racing personnel and is driven by several key principles including: intensity, attention to detail, focus, and a sense of urgency.
Bob Leavine is also the owner of WRL General Contractors, LTD, a 35-year-old business that continues to prosper and reach new heights. Leavine’s skill and innovation, evident in his success in the business world, are proof of a competitive spirit, and a dedication to do whatever it takes to win.
Matt DiLiberto currently serves as the Chief Financial Officer of SL Green Realty Corp. (NYSE: SLG), an S&P 500 company and New York City’s largest owner of commercial real estate, overseeing the finance, accounting, tax, investor relations and corporate capital markets functions of the organization.
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