This week will see the culmination of a long-term programme when two latest generation LMP2 cars hit the track in Shanghai for the opening round of the 2019-20 Asian Le Mans Series.
The programme is a graphic demonstration of the specialist management services provided to Drivers, Teams and Sponsors and the benefits that are available from association with BAM Motorsport Promotions (BAM) and what it offers.
While we have put together multiple programmes in the past, provided driver management, PR and activation programmes, this is the first time we have brought together every single aspect of the skillset to deliver a programme which encapsulates each and every aspect of the business of motorsport.
Who are BAM Motorsport Promotions?
We’re a specialist Motorsport Management Consultant with global reach, offering knowledge-based advice, strategy and tactics to develop the careers of professional, amateur and aspiring racing drivers alike.
Offering commercial and operational guidance to Race Teams to help build and maintain a strong commercial base to their operations, both established and new, to allow the teams to focus on what they do best in running cars and winning races.
Developing Commercial Partnerships with businesses and using motorsport as a foil for marketing and business development as part of a considered and structured activation.
What have we put together in the Asian Le Mans Series?
A complete turn-key programme delivering the vision and employing our expertise to bring together from within our network and beyond, two cars, a team, a strong driver line-up, commercial partners, a testing and development programme, coaching, visibility and on and off-track project management.
Developing the strategy
Working with our drivers and teams we planned ahead, understood the focus and commercial implications of the programme and duly – with our partners – put together our programme that delivered on every aspect of the brief, be that level of performance, budget, series to enter, team to compete with, driver selection, everything to ensure that we delivered the objective ahead of the Asian Le Mans Series.
How did BAM select the team?
Naturally we started by looking within our stable, for a team we knew were capable and competent and a good fit with the project. Eurasia Motorsport certainly fitted the bill, being a true Asian team and with a proven track record in racing not only in the Asian Le Mans Series but at the Le Mans 24 hours itself
A comprehensive review took place in the 2018-19 Asian series with Eurasia Motorsport and our drivers Nobuya Yamanaka and Aidan Read entering into the LMP3 category, the objective was to predominantly evaluate the package available and how the team performed.
As expected from our long-term relationship with Eurasia Motorsport, the programme ticked all the boxes and we moved onto the next stage with the purchase and test programme being put into place with the new LMP2 cars.
Getting the Amateur driver up to speed
In addition to competing in the Asian Le Mans Series 2018-19 championship, this summer we brought together the team, drivers and testing venue for numerous multi-day test programmes at the Sepang circuit.
This was in addition to the extra experience that our amateur driver was enjoying with another team well known to us, Nielsen Racing in the European Le Mans Series. Together, these two programmes managed by us provided the best possible platform for achieving all of the objects laid out in the strategy.
Designing the look and feel of the cars
Bringing in the commercial side of our clients’ business interests, we created two distinctive entries, the #1 Eurasia Racing New Zealand car and the #36 Eurasia Motorsport car.
Our designers worked to come up with the concept for the former, bringing together the strategy set to deliver a Kiwi flavour to the entry, including the livery that reflects the A1GP car from a decade ago, together with drivers from the region.
Again, this all came from us, dating back to the original concepts and strategy cemented in early 2019.
Commercial Tactics
The #1 Eurasia Racing LMP2 brings together the desire to create a feel and understanding of the ties between Japan and New Zealand. Our amateur racer has built his considerable commercial success around those very ties and it is his wish to give a little back to the nation he so loves.
The purchase of the two LMP2 cars were undertaken by us, with a clear plan of how to make the decision commercially viable in the medium term. The up-front costs are – naturally – relatively high, but we have developed a strategy to ensure that our clients’ interests are well looked after on all financial, sporting and competitive aspects.
Now Add Drivers
We have a wealth of talent both contracted to us and those we work with outside of the BAM business. With a clear strategy of creating the Kiwi look and feel, we brought in New Zealanders Nick Cassidy and Dan Gaunt to compete alongside Nobu. Both have a prolific record in the Asian racing scene, with Cassidy just taken the Japanese Super Formula crown, and together with the super-experienced Masataka Yanagida as reserve driver, make for a formidable line-up.
Our managed drivers Nick Foster and Aidan Read team up in the second entry as an Australian pairing. It’s an exciting line-up, especially when you add in former F1 and WEC driver Roberto Merhi. This car should be well placed to challenge for overall victories.
We used our network to provide a super-competitive line up for our clients and we head into the season having managed the entire process from car purchase, team integration, driver selection, livery and commercial aspects. This journey is set to continue.
Telling the World about it
With extensive connections globally, BAM Motorsport Promotions prides itself on its press office, encompassing both traditional media and all aspects social. We’re at events globally throughout the season across a variety of championships including Asian Le Mans Series, FIA World Endurance Championship, European Le Mans Series, Blancpain GT, WTCR and more.
With our dedicated press team, we deliver timely updates whilst working with our clients to extend a targeted reach.
Where to next…
The strategy to date in culminating in providing us with a competitive two-car programme in the Asian Le Mans Series. This is another significant milestone in what has been a perfectly choreographed programme to date.
BAM Motorsport Promotions is delighted to have brought together so many of its exiting clients for the season ahead, whilst welcoming those new to fold in what will be an exciting journey. What next, we shall see, but make no mistake, it’s far from over.
This opens the question, ‘who else can we put together such a programme for?’ The answer always depends on the parameters and the key individuals involved but given our considerable success in bringing this project to fruition we have underlined our expertise in every area needed to make a success in motorsport.
