The Heart of Drag Racing Marketing: Lisa Michler at Denso
In the exhilarating realm of drag racing, where speed and precision reign supreme, the strength of relationships can make all the difference. Sponsors may come and go, but those who cultivate trust and show up consistently are the ones who leave a lasting impact. Enter Lisa Michler, the marketing communications manager at Denso, a global leader in automotive technology—who ensures that her company’s presence is anything but fleeting.
Denso: More Than Just a Corporate Name
At Denso, Michler’s role transcends traditional marketing duties. It’s not merely about promoting brands or managing media; it encompasses emotional intelligence, community engagement, and a relentless commitment to the teams that embody the Denso spirit on the race track.
“She’s 150 percent involved all the time,” praises Angie Smith, part of the NHRA Pro Stock Motorcycle power couple alongside her husband, Matt Smith. “Lisa doesn’t just write checks. She checks in. She comes to the races. She’s there on the starting line watching the teams that run her product. That means something.”
Relationship-Building: The Denso Difference
Denso’s vast operations stretch across the globe, yet Michler’s strength lies in fortifying the bonds among racers, employees, and fans alike. As Angie pointed out, “It’s difficult to really ‘know’ a company like Denso—it’s too big. But you can know Lisa. And through her, we feel like we know Denso.”
Transforming Abstract into Intimate Connections
Michler excels at bridging the gap between the macro and the micro—from product support to grassroots storytelling. She is a familiar face in the pits, an accessible voice in your inbox, and a supportive hand on your shoulder, always eager to assist and grow partnerships.
Community Engagement: Beyond the Races
But Michler’s influence isn’t confined to the race track. She thrives in creating customer events and employee engagement initiatives that celebrate the very essence of racing. Just recently, she organized a memorable team visit for Smith Racing to Denso’s Maryville, Tennessee plant, celebrating its 35th anniversary. This was no stuffy corporate event; instead, it was a lively cornhole tournament filled with employee camaraderie, laughter, and authentic interactions that breathe life into the brand.
“It’s not just about the racers or the fans,” emphasizes Angie. “Lisa makes sure the employees feel involved too. She brings the whole company into the experience. And that’s rare.”
Collaboration: The Key to Success
Behind the scenes, Michler continuously collaborates with the teams she supports. From brainstorming social media strategies to planning engaging events, she operates from the trenches, helping shape comprehensive marketing strategies that yield meaningful results.
“She and I talk all the time,” Angie shares. “We’re always bouncing ideas off each other—how do we get people to the races, how do we engage more fans? She’s in it. Really in it.”
A Personal Touch in the Corporate World
In an environment where many sponsors follow a checklist and rely on quarterly reports to fulfill their obligations, Michler stands out by redefining her approach to sponsorship. Her involvement is characterized by genuine passion and unwavering presence.
“They’re a major sponsor, they pay contingency in nearly every category, they sponsor races—and it’s Lisa who makes sure it all feels personal,” remarks Matt. “That’s how trust is built.”
The Impact of Genuine Support
Michler exemplifies what it means to offer true support to the sport. Her efforts reveal that when sponsors go beyond mere transactions and invest in relationships, incredible transformations occur—benefiting companies, racers, and fans alike.
Whether she’s orchestrating hospitality events, engaging with Denso associates at the track, or connecting fans with the brand, Michler’s philosophy remains steadfast: Be there, care deeply, and constantly seek new ways to unify.
Conclusion: The Unsung Hero of Race Day
While Michler may not be the one racing down the strip at speeds of 200 mph, she is every bit as crucial to the race-day experience. By enabling Denso to punch above its corporate weight, she transforms a multinational supplier into a trusted ally of the racing community.
“She’s not just a partner—she’s part of the team,” concludes Angie. “And she’s a huge reason why people are proud to say they run Denso.”
So the next time you catch a glimpse of a Denso logo blazing down the drag strip, remember: there’s a good chance Lisa Michler is right behind the starting line, cheering the loudest and working just as diligently as the racers she supports.
