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Legend Neil Bonnett
Australian Friends
Brian Deegan - Global Rallycross
Steve Arpin - Global Rallycross
Fenway Sports Group
Daytona 500 Winner
Bob Bondurant

Welcome to Silent Partner Marketing



Established in 2014, we are your 'behind the scenes'
support system with a strong concentration in
professional motorsports and performance industries. 

Call us to schedule an appointment,

we look forward to meeting you
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Ability to shift and pivot drawing upon years of experience in anticipating successes and obstacles; envisioning the next move, determining what will sell, what is the real going market rate? Can we change it? Planting seeds for future “harvest.” 


SPM analyzes all elements affecting your ROI supporting marketing teams in establishing long and short-term goals. Adept at conceptualizing consumer or B2B programs. Prospecting and building long-term partnerships. Always considering how the client will benefit. Leading the team in achieving the goal. Our strengths also include go-to-market (GTM) strategies for new products.


Ability to draft or analyze contractual agreements; proposals and support documentation. We have some of the most “buttoned up” sponsorship contracts as beginning templates. Saves legal costs/time.


It starts with a well-rounded knowledge base and experience level of all things motorsports. From key F1 relationships to NASCAR mega sponsorships, NHRA track facilities management, event promotions, grass roots racing, and performance products and engines marketing.


Silent Partner established itself as a group of knowledgeable and capable automotive and general sports marketing professionals who bring sage advice and accurate and critical decision making. We bring astute business acumen and utmost professionalism to any boardroom setting from Fortune 500 to the upstart family-owned growing company.
We know business timing while being automotive and professional sports "market wise." We take pleasure in asking for the close with professional persistence - when the time is right.

Silent Partner operates as your auxiliary marketing or business development arm; or as a savvy representative of the driver or athlete offering name, image and likeness assets. Many times over we've landed big fish due to many-years-accumulated institutional knowledge for finding & pitching new business, maximizing contract value for sponsorships and personal service agreements.

Headed by 25-year-plus motorsport veteran Jon Sands, Silent Partner's body of work includes prospecting, pitching, and securing more than $350 million in new business for one of NASCAR's top team organizations having won business with mega brands such as AAA, 3M, Academy Sports, Scotts MiracleGro, Dish Network, Sharp Electronics, Golden Coral, Arby’s and many more.

I have known and worked with Jon for almost 20 years, and he is truly one of the best facility and business development /  marketing professionals I have encountered. Jon was directly responsible for raising hundreds of millions of dollars in sponsorship funds for leading NASCAR organizations, and his hard work, creative strategic thinking, and sales leadership skills provided a solid foundation for success when he and I led the sales and marketing team at Roush Fenway Racing. I highly recommend and endorse Jon and am confident he will prove to be a valuable asset for whatever avenue you wish to travel in motorsports.

- Robin Johnson, Corporate Counsel - AgFirst Farm Credit Bank

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