How do you move from being a "sticker on a car" to a true sales asset for a global brand? In this episode, Amanda and Megan sit down with Theresa Kapper, Director of Marketing for Nexen Tire America. With over 20 years of experience in the tire industry, Theresa explains how she bridges the gap between marketing and sales by leveraging motorsports athletes as strategic partners.

Theresa shares why authenticity is more valuable than follower counts and provides a masterclass on the "long game" of sponsorship. Whether you are pitching a new brand or managing a legacy partnership, this episode provides the mindset shift you need to turn a "no" into a future "yes".

WHAT WE COVER IN THIS EPISODE:

• THE RELATIONSHIP TRIFECTA: Theresa’s core philosophy is that sponsorship is like real estate: it is all about "relationships, relationships, relationships".
• WATER THE GARDEN: Why you must stay present and relevant throughout the year, rather than only reaching out when it is time to renew your contract.
• REJECTION IS PROTECTION: How to handle a "no" by understanding that it is often a matter of timing or strategic alignment rather than a personal rejection.
• THE SHINY OBJECT: Why having a race vehicle and an expert athlete onsite creates brand engagement that a standard booth setup cannot replicate.
• SALES 101: Why sponsorship is built on the same foundation as any other business deal: people ultimately buy from those they like and trust.
• DO YOUR HOMEWORK: The critical importance of researching a company’s current product strategy (such as their focus on specific tire categories) before you ever deliver a pitch.
• BRIDGING THE SILOS: How Theresa has worked to bring marketing and sales functions together, using athletes to support dealer conferences and ride-and-drive events.
• THE POWER OF PIVOTING: Why you must be flexible enough to take a successful idea and shift it to a different partner if the initial timing isn't right.

RESOURCES MENTIONED IN THIS EPISODE:

• NEXEN TIRE AMERICA: Learn more about the brand and products Theresa leads at Nexentireusa.com.
• EPISODE 10: "KNOW, LIKE, AND TRUST": Listen to the perfect foundation for Theresa's "Sales 101" approach mentioned in this conversation.
• RACER ON DEMAND COMMUNITY: Visit racerondemand.us to join the community, access professional resources, and set up your free merch storefront.
• CONNECT WITH US: Follow us on social media to share your biggest takeaway from Theresa’s perspective on being an "extension of the team".