What are sponsors looking for in a partnership? How is digital advertising driving the need for metrics? Why are custom programs so important in today's sponsorship market? Business expert and motorsports professional John Robbins uncovers corporate sponsorship insights from Rob Louthain. Rob has 20-plus years of experience working in sports marketing with the Indianapolis Colts, Learfield Sports, Chicago White Sox and the PGA's Western Open. He discusses how sponsorships have evolved over time. Today it's more about corporate partnerships than traditional sponsorships. There's more emphasis on creating mutually beneficial relationships and going the extra mile to develop custom programs in sports. In this episode of The Inside Racing Podcast, Rob explains exactly what his corporate partners are looking for. For them it's all about breaking through the clutter and creating a unique experience to reach the key objectives of their marketing plan. This episode will get you to think differently about your approach with new and existing corporate partners. Whether you are just getting started or you've been promoting racing for decades, there's something here for you. Want more episodes like this? Visit www.NSTAracing.com/archive for past episodes. Become a VIP Listener and get access to exclusive listener bonuses. Join the conversation on Twitter (@NSTA_Racing),  Facebook (@NSTAracing) or email podcast@NSTAracing.com. Want to chat with Rob? Send him an email Rob.Louthain@colts.nfl.net