WWEX Racing Program

About The WWEX Racing PRogram

In less than 90 days, Worldwide Express, a global leader in third-party logistics, went from no sponsorship program to sponsoring two drivers with Niece Motorsports in the NASCAR Camping World [Craftsman] Truck Series and two drivers with Trackhouse Racing in the NASCAR Cup Series, being named NASCAR Official Logistics Partner and entitling the Worldwide Express 250 at Richmond Raceway.

As the head of brand and content marketing for the $5B, tri-brand organization, I was tasked to spin up the program with no set budget and negligible familiarity with the world of motorsports and sponsorships. In less than 15 business days, we put our first primary-branded vehicle on track and coordinated 10 executives to travel to and attend the race at Daytona International Speedway, while outfitting everyone in apparel and headwear emblazoned with the new program logo.

For the first eight (8) months of the program, I was the sole resource for the program, and over the next four (4) months, grew the team to include a sponsorships manager, events manager, communications coordinator and events coordinator. We implemented Swoogo, an events management tool, and built personalized guest communication campaigns to create a first-class experience.

In total, we hosted nearly 3,000 guests and coordinated more than 40 suite hospitality and 25 social programs over a two-season period, comprising executives, employees, and prospective and current customers across three go-to-market brands. The program grew to include sponsorships in quarter-midget racing and the U.S. Legend Cars series.

At the end of the second program year, the organization was generating +$15M in annual revenue attributable to at-track and in-sport relationships, and through race hospitality, which averaged a 9.7/10 rating in post-race guest surveying.