The Inside Line lands MG Le Mans Series sponsorship deal

Sponsorship is an exciting but tricky business.

Having been involved in it for nearly a decade no one knows that better than The Inside Line.

That’s why it was really satisfying to have concluded a new sponsorship deal between MG Motor UK and Le Mans Series squad Team RLR last month after nearly a year of negotiations.

When The Inside Line took on the role of providing PR and marketing support to newly-created independent Le Mans Series outfit Team RLR early in 2010 the team had just taken possession of its MG Lola EX265 prototype endurance race car, the origins of which stemmed from the factory race programme of the previous incarnation of MG.

At the same time the new MG Motor UK firm, owned by one of China, and the world’s, largest car manufacturers Shanghai Automotive Industry Company, was starting to ramp up its development at its new headquarters in Birmingham.

The Inside Line felt that both organisations were on a similar wavelength in terms of ambition for the future through well-structured growth, and opened up informal discussions between the parties at the Silverstone Le Mans Series round in 2010.

Despite both immediately seeing the potential in a partnership there was a number of important hurdles to clear in terms of building a mutually-beneficial relationship, especially with MG in the midst of tackling key business priorities like the ambitious roll out of its dealer network across the UK.

Gavin Miller, Commercial Director of The Inside Line, said he believed the key to the conclusion of the deal was Team RLR's investment in its presentation via website and social media channels plus professional public relations from the outset - allied to The Inside Line’s understanding of what a car manufacturer needed to achieve from a sponsorship programme, clear communication at all times and the tenacity to see the project through the difficult moments.

“It’s a great feeling to have played a part in bringing a new company with a strong British brand like MG into motorsport. We are certain that being involved in the Le Mans Series and Le Mans 24hrs can help achieve a lot for the brand and the team behind with respect to their long-term marketing goals. Over the years we’ve been involved in a few sizeable sponsorship deals for independent teams that have had a real impact both in motorsport and from a marketing point of view, and we think this will be another one in that category. We’re looking forward to playing an integral role as both Team RLR and MG Motor UK continue to grow and develop their relationship over the next few years.”

If you need help with sponsorship activation and management email info@the-inside-line.co.uk or call 01357 523 188 to find out more.