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
- Map the ecosystem — Identify every player involved, their responsibilities, and touchpoints.
- Train at every level — Skills building is as important for riders and spokespeople as it is for marketers.
- Streamline approvals — Clear sign-off processes speed delivery and avoid bottlenecks.
- Empower ownership — When stakeholders own their channels, engagement and authenticity soar.
- 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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