Pero Backing V8s To Answer Chch Region’s Need For Speed
Pero Backing V8s To Answer Christchurch Region’s Need For Speed
Round two of the 2013 BNT V8 SuperTourer series in Christchurch on March 9 and 10 has secured title backing from long-time motorsport supporter and enthusiast Mike Pero and will be known as the Mike Pero Need for Speed.
This is the third time the Christchurch businessman and his company Mike Pero Real Estate has supported V8 SuperTourer events in the region and his company is also the title sponsor on the car of racing icon Greg Murphy, who comes to the region as series leader after dominating the first round of the 2013 calendar at Hampton Downs.
Pero and V8ST management also revealed a unique initiative to take motorsport to the region’s youngsters earlier this week. On the Saturday of the race meeting, which will feature a packed day of racing action and three track sessions for the SuperTourers and their star drivers, all Christchurch schoolchildren and their parents will have 100% free entry.
“Speed, racing and engineering are synonymous with Christchurch and we need to continue that and promote it,” said Pero. “The V8 SuperTourer series really has moved the goalposts of top line motor racing in this country and now more than ever racing needs a world class series that rivals anything rugby or any other domestic sport can offer,” he commented. “Not only that, but these events really are fantastic business networking opportunities for us and all sponsors involved in the teams and we all need those opportunities in the global economic climate. In short, we have a need for speed here in Christchurch and that’s why we chose the name.”
Up to 20 SuperTourers featuring legendary NZ racing names like Murphy, van Gisbergen, Booth, McIntyre, Gaunt, Pedersen and Baird – as well as 2012 series champion Scott McLaughlin – will battle it out over three races at the Powerbuilt Raceway next weekend.
A SPONSOR’S PERSPECTIVE
Mike Pero talks openly about how motorsport has hugely influenced the success of his brand.
“Motor racing is one of the largest spectator sports in New Zealand, drawing more paying spectators than most Kiwis would imagine. Enthusiastic audiences respond to products and ideas associated with competition and when it comes to competition there’s not much that goes faster or harder than 13,000 horses into the first corner at a motor race circuit.
“The value of motorsports sponsorship in increasing your customer base is evident in the heavy sponsorship involvement of companies like Mike Pero, BNT, UDC, Holden, Ford, CRC, Placemakers, Mitre 10, Castrol, BP, and about 20 different radio stations.
“The introduction of the V8 SuperTourers has raised the bar in motorsport further and has attracted an even higher and more sophisticated level of demographics amongst its audience. Don’t be fooled into thinking that it’s just for the boy racers and the black tee shirt brigade. For a start the team owners are almost, with few exceptions, self-employed business people with a wide range of small to large national companies.
“These team owners are predominantly there for two reasons. First and foremost their passion for the sport but close second comes the business logic.”
Few would argue that one of the more prominent brands in the sport is that of Mike Pero. Pero himself is a former motorcycle racing champion who turned to car racing in 2001 when he and his colleague won the V8 class of the LK DriveSafe 500.
Pero is in no doubt
of the value to his brand of motorsport involvement.
“Motorsport sponsorship been a major influence on our
brand awareness. Sure we’ve invested heavily over the
years but that’s increased the value of our brand
significantly. Motor race fans are a loyal bunch and
we’ve seen great returns. Not only from them but also the
Ma and Pa Kettles who see the coverage we get through the
sport and personality associations on television.
“BNT V8 SuperTourers and motorsport in general really is a dynamic method of introducing your product or service to potential customers. The demographic profile of motorsports fans shows why so many corporate sponsors have made motorsport marketing a vital part of their corporate and brand marketing strategies. A few years back our Colmar Brunton surveys indicated that our motorsport brand was almost as strong as our mortgage brand!
“Today the two Pero brands – Mortgages and Real Estate - jointly sponsor Greg Murphy in our own team car. It’s been hugely rewarding. The BNT V8 SuperTourers are a huge step up and are so close to the very popular V8 Supercars from Australia. We now have a steady stream of drivers from V8 Supercars competing in these New Zealand based cars.
There’s also the enhanced employee relations - motorsport sponsorship simply helps to build team spirit. Your employees can enjoy feeling that they are part of the team, increasing morale, productivity and company pride. You can boost the morale of your employees even more with a little competition of their own. The winner could get a free weekend at the races as a part of the Pit Crew, or a team jacket, t-shirt or hat as a token of your appreciation for a job well done. We’ll continue to invest in motorsport… why would we want to stop a good thing?”
And Pero’s advice to any inquisitive outsiders? “Get involved. The sport’s going places fast. It’s colourful, high impact and has a wide appeal from mums and dads, boys and girls and grandparents through to CEOs, high income Porsche owners and homeowner decision makers and across a very wide audience of spenders!”
Mike in office Sep-2011