Motorsport Australia's new CEO has a message for OEMs — and it's not about racing

The standard model for motorsport sponsorship in Australia has always operated on a reasonably simple principle: find the senior executive at the OEM or dealer group who follows the sport, get in front of them, and let enthusiasm do the rest.

It has worked, after a fashion, for decades.

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Mike Sinclair

Partner and Principal Columnist, TheAutoExec Network

Mike Sinclair is an equity partner and Principal Columnist for TheAutoExec Network. Mike has been testing and writing about cars, motorcycles and more for over 30 years. He was a key executive team member when ACP Media and Carsales formed Australia's leading automotive, industrial, marine and motorcycle online network in the 2000s, and the driving force behind the launch of motoring.com.au. For two decades, Mike led the large multimedia and editorial team at Carsales, and all PR and corporate communications. With significant exposure to both OEM and dealership disciplines, Mike now consults with a number of key brands on a range of automotive and powersports opportunities.

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Motorsport Australia’s new CEO has a message for OEMs — and it’s not about racing

This article is for members

Gold members get

Member Discussion

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