Being out in front on the track and in business takes coordinated teamwork and brainpower.

We invest in Red Bull Global Rallycross (GRC) and the Dreyer & Reinbold Racing (DRR) #24 car driven by Tanner Whitten so that we can sharpen our business development skills while taking our brand to the street. Working with media and observing the execution and on-site management of a large-scale event with multiple business partners over the weekend means we’re better at what we do on Monday. We understand what clients need because we’ve done it for ourselves.

Through our racing sponsorship we can clearly show the world that we are a successful business development firm who’s not only serious about our craft, but that we have fun doing it.

RE-POSTED WITH PERMISSION

Milwaukee firm gaining traction from racing sponsorship

Jul 7, 2016, 9:31am CDT

Rich Kirchen Senior Reporter Milwaukee Business Journal

Setting aside for a moment the fact that sponsoring a race car can be fun, exciting and cool, Scott Bucher generated a list of four business reasons his firm sponsors Global Rallycross driver Tanner Whitten.

Bucher’s downtown Milwaukee business development and communications firm Traction Factory started sponsoring Global Rallycross in 2015. The firm added its name to Whitten’s Ford Fiesta ST this season for races in Dallas, Seattle, Los Angeles and Daytona, Fla. Whitten races in the “lites” division this year with a goal of advancing to the super-car division in 2017 and Bucher plans to continue the sponsorship.

The Traction Factory-sponsored car (center) on the Global Rallycross Lites

Global Rallycross runs on unconventional tracks that can include pavement and dirt, a 70-foot jump and something called the “joker lap.” It’s nowhere near as popular as NASCAR but attracts an audience in the 18-to-45-age group consisting mostly of men, Bucher said.

Traction Factory spent between $40,000 and $45,000 this year in the sponsorship, which Bucher said exposes his 26-employee company’s name to “thousands of individuals.” Races are carried on NBC Sports Network and RedBull TV.

Bucher’s business reasons for the sponsorship:

• Bucher can visit the pits during races and see a dynamic work environment that allows him to judge how to adopt best practices.
• Bucher can meet mechanics and technicians who use tools from a variety of brands including Traction Factory client Snap-on Inc.
• The association with Global Rallycross adds another element to Traction Factory’s internal culture as “the cool shop.”
• The sponsorship presents the Traction Factory brand as fast moving and agile, building momentum for its clients.

Senior Reporter Rich Kirchen covers health care, sports business, politics and media/advertising for the Milwaukee Business Journal.