Creating Premium Experiences for Sponsors: The Toby Trice Way
When I started building Toby Trice Racing, I promised myself one thing. If a company put their trust in me, they would never feel like just a logo on a car. Motorsport can sometimes be fast and transactional, but I always felt it should be more personal than that. A partnership should feel meaningful and carefully looked after.
Over time, that approach has become the heart of how I work with every sponsor. I want the businesses and people who support me to feel like they are stepping into something special. Whether they are with me at the track, on a call, or simply watching the racing at home, they should feel part of the team.
That starts with detail. I’ve always admired brands like Porsche and Apple for the way they create simple, premium experiences that feel thought through. Clean lines, quality materials, no clutter. It influences how I present everything in my own world. Every interaction from our first call through to each race weekend and the way I greet people at the garage, it is all designed to feel calm, professional and personal.
Race weekends are the best example of this. The paddock can be intense, but I love taking the time to show partners what really goes on behind the scenes. Standing beside the car as the mechanics work, walking the track before a race, sharing the small rituals that help me get into the zone, it gives them an experience you cannot buy anywhere else. People often tell me they leave the circuit feeling inspired, energised and genuinely valued.
I also spend time understanding each sponsor’s goals. Every business is different. Some want brand exposure, some want internal rewards for their staff, and others want a deeper emotional link through the Racing for Fertility campaign. When I know what matters to them, I can build experiences that fit. It might be a behind the scenes video for their marketing team, a hospitality day for key clients, or a story that connects their values with mine.
The Racing for Fertility campaign has added something unique to all this. It gives sponsors the chance to be part of something that genuinely changes lives. When I’m working with companies who want purpose as part of their brand identity, they often tell me that supporting this campaign gives their sponsorship far more meaning. They become part of a positive impact, something that reaches beyond motorsport.
Although partners receive brand visibility, networking, content opportunities and high end experiences, the part that seems to resonate most is the feeling of belonging. I want them to feel like family, not customers. When we celebrate a podium, when we share a difficult weekend, when we hear a success story from a couple who have found hope, we share it together.
I have learned that when you treat people with care and genuine appreciation, you create partnerships that last. Sponsors stay because they feel seen, heard and respected. They know I’ll go the extra mile, not because I have to, but because I want to. It is the same attitude I take with fans, with the Bobble Army, with everyone who gives their time and support to this journey.
Motorsport is built on precision, trust and teamwork, and sponsor relationships should be no different. Every handshake, every update, every trackside moment is part of something bigger.
For me, creating premium experiences is not about luxury, it is about intention. Making sure sponsors feel valued, connected and proud to be part of Toby Trice Racing. When you get that right, everything else falls into place.
