Bathurst 1000 Case Study
How Coleman & Co PR engineered $3M+ sponsor value per driver in one weekend.
Objectives
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Deliver national, high‑quality exposure for sponsor brands during the Bathurst 1000 weekend.
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Convert on‑track moments into commercial outcomes: recall, engagement and qualified traffic.
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Package results with clear reporting to inform 2026 partnership decisions.
At the 2025 Repco Bathurst 1000, every Coleman & Co PR driver delivered an average of $3,000,000+ in TV advertising‑equivalent value (AEV) for partners.
This figure reflects national broadcast exposure across Fox Sports, Kayo Sports and Channel 7, including on‑car visibility, commentary mentions and replays.
Note: This AEV excludes additional social reach from drivers, teams, categories and event pages - meaning total exposure is even higher across the post‑event window.
The results speak for themselves.
Our Approach & Strategy in Action
Integrated Motorsport Communications
Pre‑event: narrative framing, media angles, content plans, asset delivery to broadcasters and category pages.
During event: real‑time content capture, sponsor‑first storylines, talent media coaching, on‑car visibility optimisation.
Post‑event: highlights packaging, LinkedIn case posts, partner tagging, category amplification, ROI reporting.
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Each driver framed as a commercial platform, not just a racer.
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Clean sponsor placements, consistent camera‑friendly positions, replay‑worthy storytelling.
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Pre‑fed storylines, pronunciation notes, partner names and facts to increase mentions.
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Asset supply & coordination with series/team/event social to multiply reach.
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Track‑side capture → short‑form highlights → sponsor‑tagged recaps (LinkedIn/IG/FB/TikTok).
Bathurst 1000 Weekend Snapshot
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$3,000,000+ AEV per driver
TV advertising‑equivalent across Fox Sports, Kayo and Channel 7.
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2+ hours of combined national airtime per driver
Live coverage, replays and mentions.
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198,203 on‑site attendees
25,000+ campers across 7,200+ sites.
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Category & event social amplification
Frequent reposts of race moments, podiums, interviews and onboard footage.
Driver Spotlights & Why They Convert
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AMAR SHARMA
Premium category with executive, high‑income audience on CTV and subscription platforms. Amar’s driver‑owner story unlocks B2B hospitality & corporate networking.
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MICHAEL SHERWELL
Over‑indexes with tradies, builders, families & regional Australia. Authentic, hands‑on brand fit for tools, automotive and home/trade categories.
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CODY MCKAY
Driver + presenter hybrid. High commentary interaction & replay moments; ideal for content‑led sponsorships and earned media.
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ELLEXANDRA BEST
Elite pace and polished brand presence. One of the fastest women in motorsport - and fast, full stop. Performance‑led credibility with modern, aspirational image.
What Partners Get:
On‑car & race suit branding (broadcast‑visible placements)
Content package: reels, highlights, behind‑the‑scenes with sponsor integration
PR & media: angles, press notes, interview prep, post‑race recaps
Trackside engagement: hospitality moments, B2B intros, staff/customer
experiences
Reporting: airtime logs, AEV snapshots, social amplification recap, next‑steps
playbook
Brand visibility at national scale in high‑attention sport environments
Sales enablement through authentic, content‑driven storytelling
B2B pipeline via hospitality & corporate networking
Attribution lift from coordinated social + PR amplification
Choose your pathway:
- Platinum Partner (Network‑wide) - multi‑driver, multi‑category visibility with a central campaign idea
- Gold Partner (2+ Drivers) - category coverage + content engine for sustained reach
- Driver Partner (Single Program) - concentrated exposure with bespoke deliverables
Categories: Porsche Carrera Cup, SuperUtes, Aussie Racing Cars, TA2
What’s Next?
