Sometimes leaving a mark means removing one.
Smartsheet runs on the belief that we can empower anyone to drive meaningful change. In 2022, Smartsheet partnered with the McLaren Formula 1 Team to fuel their digital transformation journey. But we wanted to use this partnership to reimagine what this global platform could do in the name of what we believe in: work that matters.
At the 2022 Formula 1 Australian and United States Grands Prix, we flipped the script and used our McLaren Racing partnership benefits to highlight extremely deserving nonprofits named DeadlyScience and The Hidden Genius Project.
Sponsor X was a first-of-its-kind initiative. And the world noticed.
Let’s make this matter.
#SponsorX
Initiative Highlights
Increase in DeadlyScience funding
For new social followers of The Hidden Genius Project
#1 mentioned McLaren sponsor on social media
Global earned media reach
Social media engagements
Positive consumer sentiment
Sponsor X is the embodiment of Smartsheet’s mission...
to empower anyone to drive meaningful change and proved that purpose-driven brand initiatives can work hand-in-hand with business goals.
DeadlyScience is...
a nonprofit that provides remote Australian communities with STEM resources and mentoring. Started after proud Kamilaroi man Corey Tutt discovered that some schools were completely under-resourced, and that Aboriginal and Torres Strait Islander children were discouraged from pursuing STEM because of this, DeadlyScience has since shipped over 20,000 books and STEM resources to over 100 communities across Australia.
The Hidden Genius Project is...
a nonprofit that trains and mentors Black male youth in technology creation, entrepreneurship, and leadership skills to transform their lives and communities. Its founders saw a drastic gap between the high unemployment of Black professionals and career opportunities within the local technology sector, signaling a blind spot in the tech industry. The organization has since equipped more than 8,500 young Black males and youth of color with the skills, mentors, and experiences they need to become high-performing entrepreneurs and technologists in a 21st century, global economy.
Driving the conversation
From media to social, Sponsor X tapped into the global fandom of McLaren and Formula 1 to raise awareness for those making an impact on the next generation of scientists and engineers.
