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In the high-speed world of drag racing, relationships matter. Sponsors may come and go, but the ones that stick — the ones racers trust — are the ones who show up. And no one makes sure a global automotive supplier like Denso shows up quite like Lisa Michler.

As the marketing communications manager at Denso, a global supplier in automotive technology, Michler’s role is more than branding and media — it’s emotional intelligence, community engagement, and an unwavering commitment to the people who represent her company on the track.

“She’s 150 percent involved all the time,” said Angie Smith, one half of the 91���� Pro Stock Motorcycle power couple alongside 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.”

Denso is a multinational powerhouse with facilities, customers, and technologies spread across continents. And while racers may bolt on Denso parts, it’s Michler who bolts the relationships together.

“It’s difficult to really ‘know’ a company like Denso — it’s too big,” Angie explained. “But you can know Lisa. And through her, we feel like we know Denso. She doesn’t make it about herself — she makes it about the company and about the racers.”

From product support to grassroots storytelling, Michler transforms the abstract into the intimate. She’s a face in the pits, a voice in your inbox, and a hand on your shoulder — always asking how she can help, how Denso can improve, and how the partnership can grow.

Michler’s commitment doesn’t stop at the racetrack. She’s the driving force behind customer events and employee engagement initiatives that bring racing back to the people who build the parts.

Just a few weeks ago, she organized a Smith Racing team visit to Denso’s Maryville, Tenn., plant to celebrate its 35th anniversary. But this wasn’t a stiff corporate photo op — it was a cornhole tournament with employee teams, autographs, laughter, and the kind of face-to-face moments that make a brand real.

“It’s not just about the racers or the fans,” said Angie. “Lisa makes sure the employees feel involved too. She brings the whole company into the experience. And that’s rare.”

Behind the scenes, Michler collaborates constantly with the teams she supports. From brainstorming social media ideas to planning events and enhancing outreach, she doesn’t operate at arm’s length — she’s in the mix, helping shape strategy and create meaningful results.

“She and I talk all the time,” Angie said. “We’re always bouncing ideas off each other — how do we get people to the races, how do we engage more fans, how do we grow this thing? She’s in it. Really in it.”

That kind of involvement has made her a vital part of the NHRA family and an essential force for Denso’s continued prominence in the sport.

“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,” added Matt. “That’s how trust is built.”

In an era where many corporate sponsors fulfill obligations through remote checklists and quarterly reports, Michler redefines the role by leading with passion and presence.

She’s a model for what it means to truly support this sport. Her work shows that when a sponsor goes beyond transaction and leans into the relationship, amazing things happen — for the company, for the racers, and for the fans.

Whether she’s setting up hospitality tents, engaging with Denso associates at the track, or helping fans connect with the brand, Michler’s approach is consistent: Be there, care deeply, and never stop finding new ways to bring people together.

Michler may not be the one launching off the line or crossing the strip at 200-plus mph, but in many ways, she’s just as integral to the race-day magic. She helps Denso punch far above its corporate weight — turning a multinational supplier into a trusted friend of the pits.

“She’s not just a partner — she’s part of the team,” Angie said. “And she’s a huge reason why people are proud to say they run Denso.”

So, the next time you see a Denso logo streaking down the dragstrip, remember: There’s a good chance Lisa Michler is standing just behind the starting line, cheering louder than anyone else — and working just as hard as the racers she supports.
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