Do you ever feel like you don't understand what potential sponsors are looking for? What's important to them? What they want to achieve from their sponsorship? Business expert and motorsports professional John Robbins asks Travis Roffler, Director of Marketing for Continental Tire to share the lessons learned and perspectives from his 20+ years in the tire business. Travis has an impressive resume with some of the biggest tire brands in North America. At Continental, he's built successful sponsorship programs with the IMSA Continental Tire SportsCar Challenge and with the ARCA Racing Series presented by Menards. In this episode of The Inside Racing Podcast, you'll hear directly from Travis why he feels motorsports is such an important piece of Continental's marketing strategy. From innovation on the track reaching their consumer tires to the brand visibility and awareness created through strong partnerships, Travis is a big believer in the power of motorsports. Travis walks through how they activate their sponsorships and the key metrics he uses to evaluate sponsorship opportunities.  This episode may give you some fresh ideas for how you can build stronger relationships with your sponsors. 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 learn more about Continental Tire? Visit them on the web www.continentaltire.com or @continentaltire on Facebook. Looking for the latest from General Tire? You can head over to www.generaltire.com or @generaltire on Facebook. Interested in the IMSA Continental Tire SportsCar Challenge (www.imsa.com/taxonomy/term/2) or the ARCA Racing Series presented by Menards (www.arcaracing.com/)