Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

Racing marketing expert Pat Bentley has held various roles in motorsports marketing. This year, he authored the privately published book, "Brand Fans: What Sponsors Really Want."

Age: 54

Title: president, Bentley Group, Dallas

Insight: Motorsports is a promotional channel with brand-building power, not a brand-building tool with promotion power.

Opinion: Indy-style racing's current problems are due to overdependence on TV.

Fact: Racing audiences are 40% women.

Tip: If racing is entertainment, organizers need to rethink their roles to improve relationships with sponsors to maximize entertainment value.

Most Popular
In this article: