Luis (Lou) Garate is Senior Vice President of Partnership Marketing for the National Association for Stock Car Auto Racing (NASCAR).
Based in New York, Garate oversees a team responsible for managing NASCAR’s Series Entitlement Sponsors and nearly 60 Official Partnerships. In his current role, Lou is accountable for driving and protecting revenue for NASCAR. He manages a team that is acutely focused on meeting the business objectives of each brand invested across the sanctioning body. Garate and his team develop unique league assets and platforms that drive results and cultivate effective partnerships.
Joining NASCAR in 2007, Lou oversees key initiatives that drive value for partners including an innovative B2B program that creates exclusive business opportunities for its league sponsors. Additionally, his team produces retail programs, live fan events, web-based employee programs, customer hospitality events and national promotions around NASCAR’s intellectual property – assets that have proven to drive tangible results for partners.
During his tenure at NASCAR, Garate has delivered multiple award-winning marketing programs that provide NASCAR Official Partners exposure to the most brand-loyal fans in sports. With nearly one-in-four Fortune 500 brands invested across the sport, NASCAR’s Official Partners play an integral role in the sport’s development and growth.
Previously, Garate acted as Managing Director at Ryan Partnership consulting on sports sponsorships for their key clients including Nestle Waters and Heineken. In addition, he has served in various sales and marketing roles at Loews Cineplex, Millsport, National Football League and Sports & Co.
A University of Connecticut graduate, Garate resides in Connecticut with his wife and two daughters.
Disrupting the Sports Marketing Landscape: New Money. New Models.
Sports marketing is primed for change. The status quo is no longer acceptable. From new models to new categories, how is the landscape being transformed? Panelists will discuss the innovative ways they are approaching partnerships to benefit the fan, the athlete and the game.