Sports marketing specialist Kathy Virtue to address Interbrand- Daily FT Int’l Women’s Day forum

Kathy with Denny Hamlin Daytona 500 winner

Kathy with Hall of Famer Bobby Allison

Kathy with racing legend Flossie Johnson

Kathy Virtue who heads Marketing 500, a highly reputed complete marketing, public relations, special events and promotions company in the USA, will be part of the panel discussion at the Interbrand-Daily

FT IWD event to be held on 28 March at the Cinnamon Grand, on the evening’s theme, ‘Leading in extraordinary times – a woman’s perspective/challenge’.

“After opening my firm Marketing 500 at the age of 26, I quickly learned how to balance success and failure. Some of my longstanding clients were Kimberly-Clark, Pepsi, Pilot Travel Centers, Fina Oil, KRAFT Foods, and General Foods.”

Kathy has been providing resources and expertise to formulate and implement the perfect marketing program for major brands such as NASCAR, PGA TOUR and many others. Using creative and proven strategies, Marketing 500 develops and initiates diverse solutions that meet individual needs and objectives.

From Fortune 500 companies to small, regional businesses, Marketing 500 has successfully increased market share for its clientele with fresh and innovative marketing strategies. 

In 2005 Marketing 500 branched out into the world of publishing with Challenge Magazine, a lifestyle sports magazine with a readership of three million per year.

Kathy has developed outstanding working relationships with sanctioning bodies and media experts through many years’ experience with NASCAR Racing, LPGA, Masters, PGA, Daytona 500, INDY 500, World Cup Skiing, Pro Rodeo and Kentucky Derby.  

Marketing 500 has represented eight National Champions as well as six National Titles from 1986-2004.

These relationships, and the know-how of building them, well-position Kathy to negotiate the best possible and most cost-effective marketing opportunities for clients. Currently, Marketing 500 only concentrates on ‘cause marketing’ programs that help the underserved or needy.

Kathy’s college internship was at a Speedway near the University she was attending. “I worked my way through college, and this opportunity paid well. At the time I had never seen a car race on a track in my life, but it was that very experience that shaped my 37 years in the sports marketing industry. I was offered a job right out of school to work on a NASCAR program for Pepsi Cola.”

In Kathy’s first year, her team won the National title and that was unbelievable. “The next year we won it again. I was off and running by then and I was only 24 years old. I have been very blessed with a wonderful career in racing, golf, skiing, rodeo and publishing. I have been surrounded by fabulous people and wonderful clients over the last 37 years.”

Kathy says that back then, she handled the entire gamut of PR related work. “We did our own press writing and press materials were all in hard copy. We also created point of sale materials and press kits at a local printer.  We booked personal appearances, set up the shoot for TV commercials, stuffed press kits before each event and went to every race to accompany the team to the winner’s circle.”

According to Kathy, sports were more of a sport in the ’80s and ’90s when she was getting started. “Today an athlete is big business and big money. It is a very different world today.”

Kathy emphasises the fact that sports fascinate the world, and she believes this is because we see others doing what we can only dream of doing. “Tiger Woods has done what most humans could never dream of on a golf course, while David Beckham redefined soccer over a decade ago. Christiano Ronaldo redefined it again today. Sports unites us…..even if only for a moment.”

Kathy affirms the fact that politics and corruption are deadly to the sports world. “In my opinion sports must remain pure and untouched by politically charged divisive actions. Sports should be one of the common touch points that bring people, countries and excellence together.”

Kathy is eager to see the golf tour stop in Sri Lanka someday. “Your courses are old with rich history and charm. People around the world could experience golf and your beautiful country through a global golf event. Racing would be a bit of a challenge in Sri Lanka because you need a raceway to race on and they are typically a mile and half or larger in lap distance. Maybe a road course through the city would be more appropriate.”

Kathy says that the undoubted highlight of her career was interviewing Tiger Woods at Augusta. “He was in his prime as a golfer and that was amazing. Another highlight was being in the Winner’s Circle at the Daytona 500.”

Today Kathy works on initiatives that help underserved  youth in America to see the possibility of a brilliant future, through sports. “I currently work with the NFL, NASCAR and the LPGA to promote youth initiatives. The work is very inspiring and rewarding.”

 Kathy at the NASCAR driver championships

Kathy with college  golfer of the year Wilson Day