Rethinking Access with Erica Sietsma

Motorsport has long been built on access and relationships — but Erica Sietsma is working to change that.After building her career in automotive technology and digital marketing, Erica founded Autofluencer to modernize how sponsorship works in motorsports. In this episode, we explore the gap she saw in the industry and how her platform is helping make sponsorship more accessible for drivers, creators, and brands alike.We break down the idea of “social media as currency” — what it actually means, how brands are responding, and how it’s reshaping the value exchange in racing.Erica also shares what it’s like to build a company in an industry that doesn’t always move quickly, along with the leadership lessons, challenges, and motivation behind creating something new.This conversation is about access, evolution, and expanding who gets to participate in motorsport — whether you’ve always considered yourself a “car person” or not.Because being differential isn’t just about showing up differently — it’s about creating new ways in.