Scrappers Racing
Overview
Scrappers Racing is more than a motorsports team—it’s a legacy brand in the racing world with a mission to grow and evolve into a global force. As the Chief Brand Officer, I’ve taken on the challenge of modernizing the brand and expanding its influence beyond the track.
Solution
Spearheaded a rebrand that positions Scrappers Racing at the intersection of adrenaline, innovation, and culture. Led strategic partnerships with other high-profile brands, developed engaging social media campaigns, and introduced storytelling initiatives to highlight the personalities behind the team. Leveraged digital tools to expand fan engagement and integrate Scrappers Racing into broader pop culture conversations.
Results
Transformed Scrappers Racing into a dynamic, fan-centric brand, increasing social media followers by 90% and attracting new sponsorship deals with leading companies. The team’s story now resonates with a younger, more diverse audience, cementing its place as a cultural and racing powerhouse.
