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Socially Conscious Marketing

Massingberd Mundy: Unifying Motorsport Marketing & Sponsorship Comms

Massingberd Mundy sponsors a competitive motorsport programme featuring 15 young riders, supported by an in-house junior marketing team, a specialist motorsport PR agency, and race-team leadership. The challenge: align multiple teams, agencies, and spokespeople into a coherent sponsorship branding and communications plan.

Strategic Challenge

They needed to:

  • Coordinate efforts across in-house marketers, external PR specialists, race leadership, and riders
  • Deliver a consistent brand experience for their sponsor across live events, rider-led social channels, and traditional PR
  • Upskill both junior marketers and riders to confidently run branded communications

This required clear frameworks, repeatable processes, and unified brand messaging.

 

Strategic Response

1. Centralised Marketing & Comms Strategy
Defined roles, workflows, and hand-off points between in-house, agency, and race team to ensure clarity and accountability.

 

2. Skills Development & Coaching
Ran targeted workshops and one-on-one sessions covering:

  • Brand guidelines

  • Content calendars

  • Social media best practices

  • Event-driven storytelling

3. Process Redesign
Mapped and closed communication gaps, redesigned approval workflows, and clarified responsibilities so each stakeholder knew who does what, when. 

4. Empowerment & Ownership
Upskilled apprentices and riders to own their content channels and amplify sponsor stories with confidence.

Results

  • Unified brand voice across 40+ touchpoints

  • 30% increase in sponsor mentions and social engagement within three months

  • Apprentices now manage day-to-day campaigns with 50% less external input

  • Delivered a self-sustaining blueprint for marketing operations that can be rolled out to other divisions and projects

 

Lessons for Multi-Stakeholder Marketing

  1. Map the ecosystem — Identify every player involved, their responsibilities, and touchpoints.
  2. Train at every level — Skills building is as important for riders and spokespeople as it is for marketers.
  3. Streamline approvals — Clear sign-off processes speed delivery and avoid bottlenecks.
  4. Empower ownership — When stakeholders own their channels, engagement and authenticity soar.
  5. Make it repeatable — A process framework ensures success scales.

The Road Ahead

Massingberd Mundy now operates with:

  • A clear, unified sponsorship and comms plan
  • Confident, self-sufficient internal teams
  • A proven blueprint to manage multi-agency, multi-persona marketing projects

This case shows how structured coordination, clear processes, and targeted skills training can turn complex stakeholder environments into cohesive, high-performing marketing machines.

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