The right audience, already assembled
Motorsport fans are young, hands-on and interested in how things are made.
Brands we have worked with in and around this space
Show floors we work
For trade bodies, training programmes and employers
Every skilled trade in America is short of people, and the audience most likely to consider the work is the hardest one to reach through a careers portal.
The collision repair industry, like many in the USA, is facing a skilled labor shortage. Drift's unique setting and hands-on fan community presented an exciting opportunity to directly engage the next generation workforce in a way job fairs and efforts in other motorsports didn't access.
Across all four event weekends of the 2025 season we created the Drift Lounge for I-CAR educators, students, and alumni. It became a direct engagement space where technicians in training and career changers could talk to folks already in the industry, in a setting where curiosity was already there. Educators got conversations with the demographic they struggle to reach. No discount code, no giveaway, no product to move.
The partnership existed because the audience and the need genuinely lined up. Which is the whole test.
Why it works
Motorsport fans are young, hands-on and interested in how things are made.
Educators talking to candidates face to face, all weekend.
FABTECH, CONEXPO, World of Concrete and NECA are on our circuit.
Brands we have worked with in and around this space
Show floors we work
How this usually starts
We start with the gap. How many people you need, in which regions, and what stops them applying now. From there we work out where that person already spends a weekend, and whether one of our clients puts you in front of them. Recruitment partnerships are measured differently from product partnerships, and we agree what counts before anything is signed.
Tell us who you are trying to reach and we will tell you honestly whether this is the right move.
Get in touch See the full picture