How Juncos Hollinger Racing Tripled Partner Video Content Without Adding Headcount

Juncos Hollinger Racing competes in the NTT IndyCar Series, where the commercial engine runs on sponsorship activation, not just finish positions. 

Founded by Argentine racing veteran Ricardo Juncos, the organization built its way from grassroots motorsport into a full-time NTT IndyCar Series competitor, earning a reputation for punching above its weight and attracting a growing portfolio of commercial partners along the way. Managing the content that keeps those partnerships active is a different kind of race entirely. 

For a team like JHR, a sponsor relationship is built on activation. Brands sign on because they want to form partnerships. Race day photography, in-car footage, activation content from the paddock: all of it feeds campaigns, recruitment materials, social media, and the business case each partner makes internally for renewing the deal. 

That means every race weekend, JHR's marketing operation has two jobs running at the same time. The first is capturing everything: 1,000+ digital assets across photography, video, and activation footage, sourced from multiple cameras and crew across a single event. The second is getting the right content to the right partners before the moment goes cold. Timing matters. Content delivered while fans, media, and partners are still talking about the race has more opportunity to be seen and shared. 

But as the team's content output and partner portfolio grew, the process that once worked began to show its limits.

The bottleneck no one talked about

The problem wasn't obvious from outside. JHR's content was solid, and their social presence was active. Partners were getting assets. But inside the team, a quiet drain was happening after every race.

"Sifting through 1,000+ digital assets from any given race weekend for partner-relevant content was taking too much time."
— Barrett McDaniel, Marketing Director, Juncos Hollinger Racing

What that looked like in practice: someone on the marketing team received a partner request, opened the post-race library, and began working through files manually: sorting by sponsor, by shot quality, by whether a specific brand's logo was actually visible.

Sometimes the turnaround was a few hours. Other times, it stretched into the following day.

The operational cost was real. But the commercial cost was harder to see. A partner who has to wait rarely complains. They simply post less, activate less, and over time the friction created by slow content delivery begins to affect engagement.

Why they modernized the process

JHR wanted partners to access content as quickly as the marketing team could deliver it. contentcloud's AI logo detection automatically tags assets as they're uploaded, while its partner sharing tools give sponsors direct access to the content that matters to them.

If every asset is automatically tagged with the brand logos it contains, then any partner can search their own name and find their content without anyone at JHR having to pull files for them. The marketing team stops being the bottleneck between the asset and the person who needs it.

Because images containing partner logos are tagged with the company name, we're able to find partner-relevant content much quicker. contentcloud eliminated a constant time-sink, freeing up time and attention so we can deliver more value to our partners.

Barrett McDaniel

Marketing Director, JHR

That's the shift JHR was after: from manual fulfillment to self-serve access. The team's attention shifts from sorting files to strengthening partner relationships.

A race weekend, before and after

The practical difference is clear when you look at what the same weekend actually looked like under both systems.

Before contentcloud: The photographer delivers 1,000+ files. Someone begins manual sorting: by sponsor, by moment, by quality. Partner requests arrive while that work is still in progress. The team juggles incoming messages against the sorting task, pulling specific assets when they can. Some partners get content within hours. Others wait until the next day. Partners who don't ask may not realize anything is available at all.

After contentcloud: Files are uploaded and AI tagging runs at ingestion. By the time the team has reviewed the library themselves, every asset is already searchable by sponsor name. Partners receive access and begin finding their own content. The marketing team answers occasional questions but is no longer the single point of failure between the asset and the partner. Time that went into sorting and fulfillment now goes into partner conversations, activation planning, and content that builds the relationship.

What the 3x increase actually means

In the three seasons before contentcloud, partners created a certain baseline of video using JHR assets. In 2026 alone, that output tripled. That's what happens when you remove the friction between "the content exists" and "the partner can use it."

More partner activation means more impressions with a sponsor logo in frame, more campaign moments that justify the investment, and more evidence that the partnership delivers ROI.

"We upload a massive number of photos and videos to contentcloud after each race, where each piece of content is tagged by the platform's AI. That feature enables our partners to easily search, find, and organize hundreds of files after each race. JHR partners unanimously agree, contentcloud is a big improvement over our previous platform."

— Steve Sudler, JHR’s Chief Revenue Officer

What this means for sports organizations managing sponsor content

Most sports organizations have solved the content capture side. The distribution side still uses manual processes at most teams, and that gap is where partner relationships encounter challenges.

Teams at every level generate enormous amounts of content on event days. The capture side has scaled dramatically with better cameras, more crew, and multi-platform demand. The distribution side, at many organizations, still runs on manual processes and institutional knowledge about which folder holds what.

When accessing content requires submitting a request and waiting on a response, partners activate less. The content exists but getting to it is the problem. Self-serve access, organized by sponsor and searchable from day one, is what closes that gap.

For JHR, content delivery is a part of the sponsorship experience itself. When partners can find and use content immediately, they activate more, create more campaigns, and extract more value from the relationship. The 3x increase in partner video content is the result.

When you're sharing images with team partners, imagine opening your photo portal and just searching the specific company name, and having every image with that logo populate your search. Then, just select the relevant images and share with either a link or email directly to the partner. It's that easy.

Barrett McDaniel

Marketing Director, JHR

If your organization manages a growing sponsor portfolio and content distribution is still a manual process, book a demo to see the AI tagging and partner sharing workflow Barrett talks about in practice.

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Let's get you up to speed

Less time spent managing files for creative teams.

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