Hayden Paddon's No 1 supporter is his partner, Katie Lane, who is most often found behind a video camera or a laptop as she promotes Paddon's career. She talks to Catherine Pattison about her role in the rally driver's rise.
Facebook, Twitter and SoundCloud are Katie Lane's best friends as partner Hayden Paddon goes about achieving his goal of becoming a world rally champion.
Lane (29) documents his rise for his fans and sponsors and his company, Hayden Paddon Rallysport Global.
Paddon's media manager, Kate Gordon-Smith, credits the couple with connecting successfully with motorsport fans all over the world.
''With over 79,000 Facebook fans, Paddon is in front of established WRC drivers like Jari-Matti Latvala, with 31,000, and Mikko Hirvonen, with 66,000,'' Gordon-Smith said.
At first glance, Lane's involvement appears idyllic. Globetrotting to WRC events. Riding shotgun in million-dollar rally cars. Courting corporate sponsors.
Burst this bubble.
Although you will never hear a complaint out of Lane, Paddon paints the real picture.
''It's a big sacrifice. Rallying and motorsport are basically our lives,'' he said.
Lane agrees: ''We literally live out of suitcases.''
They have been together for six years. Lane, originally from Napier, has helped out with Paddon's media and marketing obligations from early in their relationship, and her involvement ramped up a notch at the beginning of 2012.
Paddon (26) had signed with Spanish team ASM Motorsport to drive its Skoda Fabia S2000 in the Super 2000 World Rally Championship.
It meant leaving their home town of Geraldine for the coastal town of Montgat, north of Barcelona.
Lane was employed by Paddon's company as what she laughingly refers to as his ''marketing manager'', as her actual role is so multi-faceted it eludes a convenient title.
Despite the support of the company, Gordon-Smith said it was ''largely Katie and Hayden doing it all themselves''.
''They work incredibly hard, make friends and valuable contacts wherever they go, and are fabulous ambassadors for New Zealand.''
Building up to a typical rally, Lane begins by posting pre-event news articles via Paddon's social media channels.
She works with Gordon-Smith to co-ordinate media with times Paddon is available for interviews (especially important when different time zones are involved).
Lane produces pre-event video diaries and spends much of the rallies ''following Hayden around with a camera and putting it [footage] together in the evening.''
She distributes newsletter updates and uploads regular audio grabs to online audio distribution platform SoundCloud, making life easier for radio outlets needing material.
Gordon-Smith said New Zealand rally fans had Lane to thank for the footage of Paddon preparing for and competing in national and international events.
''She works late into the night to ensure that footage is made available to New Zealand television news and online media sites, and provides great content for Hayden's Facebook and other social media channels.''
Despite the long hours and often seeing not much more of a country than the rally's service park, Lane is living her dream.
''It's a really good opportunity and a great experience. I get to do what a lot of people would love to do - travel around and experience WRC at this level.''
Her biggest battle is the unknown quality of internet connection overseas, a factor which can vastly hinder her updating Paddon's social media throughout the day.
''Social media is really powerful and it's a massive tool for us. It's hugely important for marketing and promoting Hayden as a brand.''
Much of Paddon's daily work with sponsors, media and event personnel is now handled by Lane.
Being able to work extremely closely and well together was one of their strengths as a couple, Paddon said.
As he endeavours to obtain a WRC drive for next year, he knows Lane will be there beside him, sharing the highs and the lows.
