Spire Motorsports - Ghost Brands

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#SpireMotorsports

Client Official Start Date: February 2024

Challenge We Discovered: Spire Motorsports has a national platform, but there was an opportunity to expand its reach beyond race day and into new markets. The focus was increasing visibility and sponsor impact by leveraging the team’s driver talent as a catalyst for broader engagement.

Our Creative Solutions: Ghost Brands spotlighted Carson Hocevar, Michael McDowell, Rajah Caruth, Corey LaJoie, and Justin Haley through authentic, personality-driven content. By bringing our production team to Spire’s headquarters in Mooresville, North Carolina, we captured behind-the-scenes storytelling designed to elevate brand and sponsor exposure.

On-Going Campaigns: We continue activating the partnership through cross-promotional NASCAR Nights with the Greenville Swamp Rabbits and Athens Rock Lobsters. These collaborations introduce Spire to new fan bases while creating high-energy, multi-sport marketing moments.

Content Creation

Ghost Brands deploys our in-house production team to capture high-impact content featuring drivers, race cars, team personnel, and behind-the-scenes race operations. From cinematic driver features to sponsor-focused assets, we create storytelling that extends Spire Motorsports’ brand well beyond the track. This content is strategically repurposed across NASCAR channels and integrated into collaborative campaigns with our other sports properties.

By bridging motorsports with hockey and additional fan bases, we amplify Spire’s name into new markets, new audiences, and new partnership opportunities.

Creative Strategy

Ghost Brands builds creative revenue strategies by positioning driver talent as the foundation and pairing it with intentional public relations and media network amplification. By leveraging driver personalities, sponsor narratives, and cross-market storytelling, we create monetizable moments that extend far beyond race weekend. Our in-house production team powers the visual execution, delivering broadcast-ready and digital-first content that drives engagement and partnership value.

Through the NASCAR collaboration and these integrated strategies, we’ve helped generate measurable year-over-year growth across the organizations involved.

NASCAR Collaborations

Through our NASCAR collaboration strategy, Ghost Brands helped elevate the Greenville Swamp Rabbits’ traditional “Racing Night” into the officially branded NASCAR Night, bringing more than 20 drivers from the NASCAR Driver Ambassador Program (DAP) into the arena for fan engagement and appearances. What began as a themed promotion evolved into a fully integrated, cross-sport activation built around real driver talent, sponsor alignment, and national recognition.

We replicated the formula in Athens with the Rock Lobsters, creating the same high-impact crossover event that introduced new audiences to both racing and hockey.

The success of this model has since sparked a trend, with other hockey and sports organizations following suit; proving that intentional cross-sport collaboration can significantly expand theme night attendance, sponsorship value, and overall audience reach.

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Custom campaigns

Ghost Brands crafted a custom campaign that united Corey LaJoie, the Greenville Swamp Rabbits, and Spire Motorsports under one cohesive activation. By aligning driver personality, team branding, and hockey market engagement, we created a three-entity collaboration built around shared audiences and cross-promotional value. Working in conjunction with NASCAR, the campaign blended motorsports and minor league hockey in a way that felt intentional, authentic, and nationally relevant.

The execution set a new standard for how different sports properties can merge forces to amplify reach, drive revenue, and create memorable fan experiences.

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