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Motorsports has always sold intensity: the noise, the speed, the split-second decisions at 200 miles per hour. But sponsors and series organizers have run into the same problem for years that intensity is hard to package for someone standing in a fan zone, a paddock area, or a sponsor activation tent who isn't actually watching a car go by at that exact moment. The race is the product. Everything else at the event is competing for attention during the gaps between green flags. That gap is exactly where interactive technology has become the tool motorsports brands use to keep fans engaged, and it's changing what a sponsorship activation is expected to deliver. The Problem With Passive Fan Zones For a long time, the standard motorsports activation was a branded tent with merchandise...

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How Motorsports Brands Are Using Interactive Tech to Engage Fans Beyond the Track

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