The father and son duo of Tom and Ryan Martino have long held the belief that providing value for sponsors is about far more than just slapping decals on the race car . They ’ ve built a reputation for their community outreach efforts , which include supporting local Boy Scout troops , attending library reading events for children , and using the racing platform to highlight their hometown , Youngstown , Ohio . Sponsors and partners like Sonnax have taken notice . “ For me , it ’ s not about ROI dollars ,” says Gregg Nader , performance product line manager , Sonnax . “ At Sonnax , we have a somewhat limited sponsorship program . When the Martinos first approached us , they were trying to solve a durability issue with their transmission that we were able to help with , and for us that is always the cornerstone for any partnership .
“ It was clear they had a professional and competitive program , but what has consistently impressed us the most is the frequency and length to which their team goes to engage with
|
the community ,” Nader adds . “ They are the ones investing time representing the sport , and we are proud to support them in that effort . As far as I am concerned , every racer could look at the Martinos and ask themselves how they can also take their sport and their passion and share it with others . Nobody loses and it helps perpetuate awareness of drag racing and motorsports .”
The Martinos are also extremely active on social media , using those tools to further provide value for sponsors by developing authentic connections with fans around the world . From frequent race updates on Facebook and Instagram to creative videos featuring sponsor products on TikTok , Martino Motorsports has figured out what it takes to engage with a growing audience .
It ’ s not all about looking good online for the Martinos , though . They ’ re also serious about their on-track activities as well . With Tom driving and Ryan calling the shots , the Martinos have been on a roll lately . The 2018 PDRA Top Dragster world champion scored a win in Elite Top Dragster at the PDRA Summer Shootout this summer , helping
|
secure a No . 4 finish in Top Dragster points . The sportsman racing veteran also scored his first-ever NHRA Wally when he won the Mopar Express Lane Nationals at Maple Grove Raceway in September .
At the end of the season , Drag Illustrated caught up with Ryan , the team manager , content creator and crew chief , to talk about the team ’ s approach to sponsorship activation , chasing success in fast bracket racing , and more .
When did you guys first start making community outreach efforts a part of your racing program ?
Since my dad started racing . He was a Boy Scout and when he started racing and winning , he ’ d donate his trophies to the Cub Scouts and Boy Scouts for the Pinewood Derby . He had so many trophies in his trophy room , and they only look good in the trophy room when people come over to the house or shop to visit . So he donated almost all of his trophies that actually meant something to him to the Cub Scouts and Boy Scouts and they gave those trophies away to
|
PHOTOGRAPHS BY JAMES SISK AND MARTINO MOTORSPORTS |