CHARLOTTE, N.C.—Ogilvy Public Relations Worldwide has launched the Ogilvy PR Motorsports Group, a new unit based in Charlotte and staffed by experts who will help sponsors, teams and series maximize the return on their motorsports marketing investments.
Heading the group is Len Batycki, former head of Strategic Advisors, a motorsports consulting firm offering marketing, sponsor negotiations and public relations services. Prior to forming Strategic Advisors, Batycki was with Richard Childress Racing, where he handled marketing, licensing and sponsorship duties for Dale Earnhardt and his team, and managed hospitality, signage, security, construction and most other speedway business issues for the North Carolina Motor Speedway at Rockingham.
“Motorsports sponsorship has become an integral part of the marketing mix for many of America’s leading corporations,” said Rich Bartecki, senior vice president of Ogilvy PR Chicago and group director of the motorsports unit. “As racing has grown dramatically in popularity, clients have increasingly begun to express interest in sponsorships, and are also seeking help in evaluating whether or not a motorsports sponsorship can adequately reach their target consumer and deliver sufficient return on investment.”
Bartecki says the unit will offer services including sponsorship negotiations, media relations support, management and coordination of special track-side and remote events and ongoing measurement. Ogilvy PR has prior motorsports experience with Snap-on Tools, the International Race of Champions, and teams and sponsors involved in the NASCAR Winston Cup and Busch series, Championship Auto Racing Teams and the International Hot Rod Association (IHRA).