Planters // IMSA
Team Partnership Strategy


I designed this mini-project to explore how a major consumer brand could realistically integrate itself with a sports car racing team to achieve a breadth of partnership objectives.

With the starting point of a IMSA Michelin Pilot Challenge race team, a brand such as Planters could use this investment to explore multiple non-traditional or emerging activation tactics within sponsorship (and more specifically, motorsports sponsorship).


Understanding the sponsor's goals, the team's marketing channels and platforms, and the mutual audience, I designed an activation that could help the Planters brand achieve both their B2B and B2C objectives.

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