HARDHEAD MARKETING offers services to companies and organizations, large and small, regional and national in scope, that are seeking alternative solutions to traditional high-priced ideas often orchestrated by larger, more expensive advertising and marketing firms that often have little or no experience in the NASCAR or other targeted sports communities. Because of our unique working relationship within the NASCAR community, other agencies and race teams also utilize our services to assist with managing their own in-house clients' trackside hospitality/entertainment needs.
We also offer opportunities for companies that are drawn toward certain high-profile sponsorships, promotions, or client entertainment opportunities but simply do not have the need or necessary resources to handle the venture on their own.
HARDHEAD MARKETING offers opportunities for companies to share sponsorships, sporting venue suites/hospitality space and cross promote with other non-competing companies that have similar resource restrictions, thus providing each with marketing support at a level they could not reach on their own.
Our Executive Team
Randy Sheffield, President & Co-Owner
Jared Sheffield, Vice President
Randy Sheffield is an experienced marketer. For over 30 years he has managed marketing efforts from both of the corporate and agency level, which gives him a unique perspective. This experience includes 20 years of corporate marketing with FINA Oil and Chemical Company. During his tenure there, he was instrumental in building a successful NASCAR promotional sponsorship as a Regional Marketing Manager by pooling customer’s co-op advertising funds to provide seed funding for sponsorship. He later became the Corporate Promotions and Motorsports Director for FINA U.S.A. The FINA race team won 2 NASCAR Busch Series (Nationwide Series) Championships in 1996 and 1997. This success led to Randy receiving agency experience as the VP and GM of a privately held sports marketing firm for 7 years before he and his wife Dana started HardHead Marketing in January 2006.
Jared Sheffield started his own company, Sheffield Continental Events, during his final year at the University of Florida, specializing in large-scale event planning and management and executive concierge services. After he helped create HardHead, Sheffield began to focus on developing sponsorship activations and corporate hospitality assets. His background within quantitative analysis and finance allows him to consult with clients to quantify and select high-impact events for engagement. His relationships with various professional sports organizations including the NFL, NCAA, MLB, MLS, PGA and horse racing provide his clients with a myriad of options for participating in the constantly evolving realm of sponsorship rights and corporate hospitality. Recently, he joined University of New Haven's Pompea College of Business where he is a part-time adjunct in the Business Analytics and Finance departments.