Winning Isn’t Everything (But Sometimes It Is)

This past weekend, I had the chance to attend Alex Striler's Motorsports Sponsorship Summit—an incredible event packed with insights for racers looking to secure sponsorships. One moment, in particular, stood out to me, and it’s something I want to break down for you today because it perfectly highlights the different ways brands approach partnerships in motorsports. 

During one of the sessions, Alex invited Dave Gowland, VP of Motorsports at Monster Energy, to talk about their involvement in racing. After his segment, Alex asked him a question that’s on every racer’s mind: "What does a racer need to do to be sponsored by Monster Energy?" Without missing a beat, Dave emphatically responded, "WIN. WIN. WIN. Monster Energy athletes are WINNERS." 

Then came Tony Millunzi, Senior Brand Manager from Gumout. When Alex transitioned to Tony and asked him to introduce himself and Gumout’s role in motorsports, Tony’s response was strikingly different. He said something along the lines of, "I’m going to be a bit of a contrast to the others here. If my sponsored racers are winning, that’s great, but I care far more about them being authentic and creating consistent content for my brand." 

Let’s pause here because these two responses say everything about why brands partner with racers—and why their strategies can look so different. 

The "Monster Energy" Approach: Winning Is Everything 

Monster Energy’s marketing strategy is built around associating their brand with the absolute best. Think of their roster—top-tier athletes who dominate in their disciplines. For Monster, winning isn’t just a nice bonus; it’s the entire point. They want their logo on the helmets, race suits, and vehicles of champions because that’s how their brand stays synonymous with greatness. 

Why does this matter to Monster? Because their customers buy into the image of being edgy, elite, and unstoppable. When a Monster-sponsored racer is on the podium, it’s not just a win for the athlete; it’s a win for Monster’s brand image. Fans look at that racer and think, "If I drink Monster, maybe I can be a little like them." 

The "Gumout" Approach: Authenticity and Content 

Gumout’s focus, on the other hand, is entirely different. Sure, winning is nice, but it’s not their top priority. Gumout cares more about authenticity and consistent content. Why? Because their product—fuel additives—needs to connect with the everyday consumer, not just race fans chasing the glory of the podium. 

For Gumout, a sponsored racer is like a trusted friend recommending their product. If a racer consistently uses Gumout in their content—whether it’s a YouTube vlog, an Instagram story, or a behind-the-scenes TikTok—they’re showing fans how the product fits into their real lives. It’s less about the flashy win and more about the relatable "this is something I genuinely use and trust." 

What This Means for You as a Racer 

Both approaches have value, but they require very different perspectives when it comes to sponsorship. 

Instead of trying to adapt yourself to fit what you think a specific sponsor wants, take a step back and reflect on your own authentic brand as a racer. Are you someone who thrives on the competition and is chasing the podium every weekend? Or are you someone who loves sharing your journey and connecting with fans through relatable, behind-the-scenes content? Neither approach is better or worse—what matters is understanding who you are and what you bring to the table. 

Once you’ve nailed down your own brand identity, look for businesses that naturally align with it. If you’re a die-hard competitor, a brand like Monster Energy might be a perfect fit. If you’re a storyteller who loves connecting with fans, a brand like Gumout might be more up your alley. The key is to find partnerships that feel authentic—not forced—because that’s what will make the relationship successful for both you and the sponsor. 

The Takeaway 

Every brand has a different "why" for sponsoring racers, and understanding that "why" is important. But even more important is understanding your own why. What makes you unique as a racer? What do you value? When you’re clear on those things, you can focus on building partnerships with brands that align with who you truly are. That’s how you create sponsorships that last—and that feel as rewarding for you as they are for the brand.