Tim Leonard and Leonard Motorsports Marketing hail from the Midwest, just like us. Since he launched LMM in Wisconsin in 2022, Tim and his team have grown, adding teams from local tracks to ARCA and into the Cup Series. They work with NASCAR teams such as Clubb Racing Inc., Alpha Prime Racing, TRICON Garage, Live Fast Motorsports, Richard Childress Racing, and many others.
It was an unfortunate conversation that brought Tim Leonard and me into contact at the end of 2025. Since then, Tim and Leonard Motorsports Marketing have brought Seriously Fast Motorsports great conversations, great interviews, and the opportunity to sponsor the 2026 Pole Awards for the Wisconsin Sports Trucks Series.
Our Q & A
Q: What was it that originally got you interested in motorsports, and when?
“I’ve always been a fan of racing. Whether it’s NASCAR, motocross, trophy trucks, or drag racing. I was a kid in the 90s and 00s, and NASCAR was anywhere and everywhere.”
Q: What got you into the motorsports marketing business?
“I had an O’Reilly (formerly Xfinity) team member who I was friends with call me back in 2021 to see if I could help them find sponsors for the Kansas race. Although I didn’t, I studied the business and how to approach these types of sales, and I launched LMM in 2022”
Q: What did you do before you went full-time in motorsports marketing?
I was in retail management full-time until this year. I went full-time working between Design Labs by LMM and sponsorship acquisition.”
Q: How often are you actually at the track with the teams and sponsors you work with?
“This year I’ve been more active at the Midwest tracks, given that I previously had the retail schedule to work with.”
Q: What is one of the biggest challenges of selling a team or driver to a sponsor?
“Sponsors like to see social media numbers. Even if they’re signing for a race that averages a million-plus viewers, they care almost as much about how many followers the teams and drivers have. Smaller teams and drivers lack the natural amount of followers, but we teach the sponsors how to build their own social media around the weekend and team, allowing both sides to increase their social media numbers.”
Q: What is the most rewarding part of doing what you do?
“When I call the sponsor on Monday morning to check in on how their weekend went, you can hear the excitement in their voice. Especially when they go into detail about the driver or the experience at the hauler or pit box. You can literally hear the excitement through the phone. It’s really an awesome feeling”
Q: How many people do you have working for you now? What is it that you have them doing?
“I have my girlfriend Kaitlin, who is “HR”, my sounding board and complaint department. Cora, who does sales and hospitality for us. Then I have Eric Aron and Matt, who are in sales. We just picked up Brian Philbrick too, who used to be one of our biggest competitors. We’ve always been friends, and thanks to recent events, we were able to sign him long-term to our team, better positioning ourselves for what is coming in 2027. Matt also runs our X account, and you can definitely tell who is logged in based on the posts.
Q: How can you tell who is logged in?
“Matt posts all of our partners for the race weekend while I go in and mess about a bit. Fans interact well with both, so we bring different content to the table. I have been posting more on socials that are made to have fan and driver engagement, so it feels less robotic.”
Q: Was there a specific driver that you’ve always wanted to meet that you’ve had the opportunity to meet due to working in the sport?
“Obviously, coming up in the 90s and 2000s, it was basically every kid’s dream to meet Dale Jr., so the first few times I got to interact with him, I thought, ‘This is so cool.” He is such a genuine and funny dude.”
If you are interested in working with Leonard Motorsports Marketing, check out their links here.
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