Match Action Sponsors Race Car as Marketing Vehicle

Experiential marketing agency match action has joined the Sports Car Club of America (SCCA) amateur road-racing circuit with a sponsored purpose-built vehicle to boost attributes of the brand, as well as to give employees a chance at showcasing their automotive prowess outside of award-winning experiential programs by participating in grassroots motorsports events from behind the wheel.

The agency, part of Match Marketing Group, debuted its #19 race car, a Mazda Miata, for the SCCA Majors at Inde Motorsports Ranch in Wilcox, Arizona on February 22. Match action will race in the SCCA’s Rocky Mountain Division in the popular and highly competitive Spec Miata Class.

Drafting a team of automotive enthusiasts within the office, match action decided to enter grassroots racing in order to embody the long-standing agency mantra of “creating authentic moments of brand play.”

The race car program is the brainchild of match action’s vice president of development, Christian Gani, who specializes in the agency’s automotive clients, including Ford, Lincoln, Nissan NISMO, BMW, MINI, Yamaha and BRP.

“Racing is the ultimate manifestation of what a car guy dreams of doing,” says Gani, serving as the lead driver. “Our greater objective with the race car is to allow employees — and potentially even clients — of match action the opportunity to become active supporters of the motorsports team as fans, crew members and even drivers,” he continues. “The passion we have for creating life-changing experiences for our clients starts with doing the same for our agency team members by providing them with a platform for their own moments of change.”

Match action plans to compete in six races across the country throughout the year and hopes to appear for the SCCA National Championship Runoffs at the storied Mazda Raceway Laguna Seca on October 6 to 12.