Sponsorship software and flat racing: at first glance, that is an unusual combination. Even so, the onboarding at Münchener Rennverein e.V., the Munich racing association, was one of the most exciting of recent months. Within a few weeks we rebuilt the entire marketing structure with Galopp München, and there is now a race there that carries our name.
Key takeaways
Münchener Rennverein e.V. (Galopp München) and Paktum have entered into a long-term partnership.
Together with Lisa Birnstiel, we rebuilt the entire marketing structure within a few weeks.
The racecourse and stands are mapped visually in Paktum, and rights and race days are neatly structured.
The “Paktum-Preis” (Paktum Prize) was launched as a naming right.
A racecourse in Paktum
We come from team sports. Paktum was born at SSV Ulm 1846 Fussball, and so far our customers come from sports such as football, handball, ice hockey and volleyball. A racecourse was new territory for us. Together with Lisa Birnstiel, we worked our way in bit by bit:
Racecourse and stands: The Galopprennbahn München racecourse and its stands are mapped visually in Paktum. Marketable positions can be assigned directly in the plan.
Rights: The rights the association offers its partners are neatly structured.
Race days: Race days form the backbone of the marketing, just like home games at a club.
Paktum-Preis: With the “Paktum-Preis”, a naming right for a race was launched, named after us.
A race that carries our name: we had not expected that from any onboarding.
What race days have in common with match days
At its core, a racing association sells the same things as a club: visibility, experiences and naming rights on specific days. The terms differ, the logic behind them is similar. That is why much of what Paktum does for clubs could be carried over directly:
Inventory per season: Allocations and protection against double bookings apply to race days just as they do to home games.
Bundles: Deliverables can be combined into packages, for example for a partner who wants to be present on several race days.
Contracts and invoices: Terms, deadlines and payment schedules run in the same system, and invoices are created automatically when they fall due.
A digital tool for a very traditional sport has to fit into established routines rather than turning everything upside down. That is exactly what we paid attention to during the set-up.
Celebrating at the racecourse
Last weekend we celebrated the partnership on site and got our first glimpses into a world we had not known like this before. For the shirt handover, we lined up in front of the horseshoe gate bearing the words “Galopp München”.
“A digital tool for a very traditional sport: at first, that sounds unusual. For us, it was one of the most exciting onboardings of recent months, and in the end there is even a race with our name on it,” says Patrick Laux, founder and CEO of Paktum.
Which industry comes next?
Galopp München shows us that sponsorship management does not stop at the sidelines of a pitch. For Lisa Birnstiel and the team at Münchener Rennverein, work with the new system now begins on the upcoming race days. We are curious to see how the Paktum-Preis goes down with the crowd.
And we look forward to more strong partners, including from industries we do not expect today. If a racecourse fits into Paktum, the list of possible venues is longer than we ourselves would have thought.
Does your sport not fit any standard template? Book a demo with Paktum. We have already mapped a racecourse. Show us your venue.