How To Obtain and Retain Sponsorship
"Give Me Some Free Injectors!"
Sadly, that’s the most common message we receive via DM (Direct Message). These requests are immediately rejected! Sponsorship inquiries as every business-savvy person will tell you that there’s no such thing as a “FREE”, and a Sponsorship is NO EXCEPTION. Just like any other business agreement, Sponsorship MUST be beneficial to both parties.
Three Magic Letters – ROI
Everyone that's ever been involved with, or in charge of, sponsorships will have to, at some point, account for every sponsorship dollar spent! Whether it's in the form of products or cash, it all has to be accounted for. The amount of publicity/branding/interest the sponsorship has generated has to be reflected in sales, the value of these sales over the initial sponsorship value is what we call Return On Investment or ROI.
Sponsorship Is A Two-way Street!
This is the most important, yet often overlooked, aspect of any sponsorship deal. Having the mindset of “something-for-something” is a simple one, and once understood and applied, will go a LONG way towards securing a sponsorship deal with us. We're willing to go above and beyond for our sponsored drivers and have been known to do so! Help us help you!
How Does it Work?
As the sponsor we can provide the sponsored driver with goods/products, most often at a deeply discounted rate. A sponsored driver, in turn, provides their services to the value of the goods/product monetary value received (savings). The benefits from exposure/publicity are shared between the sponsored driver and the sponsor. The better you are at promoting yourself, and our brand, the more we are able to help you and your program!
Think of it as a loan from a bank. The Bank provides you with the funds you need to achieve your goals. You must repay the loan over a specified period, plus any interest accrued.
You Get Out What You Put In
We're willing to invest in you, your program, and your goals. You must repay that in the services that you provide as condition of sponsorship. Which is why we ask you for things like:
- Decals on your vehicle.
- Banners in your pit area.
- Tags/Logos on your website or social media pages.
- Credits/Mentions in magazine articles or other publications.
- Mentions and endorsements during events, shows, and/or interviews.
- Being available for, or help promoting, new product launches.
- Sharing current sales, videos, and promotions with your fans/followers.
- Weekly/Monthly updates with photos/videos, etc.
The best part of the deal is that the profit is publicity that you receive from winning races, shows, being featured in magazines etc. By increasing your profile, you also increase the brand awareness of your sponsor’s products, therefore the benefits are shared by all parties involved.
At this point, some of you might think "My application followed all of their rules, and still, I'm not sponsored". There is likely good reason for that, and one that can be easily avoided with a little bit of homework on your part. Before submitting your application, do some research.... Find out what companies are active in your type of motorsport, who they sponsor and what their expectations are? How would we, as a sponsor, benefit from sponsoring you in a newer or less popular form of motorsports?
Every Company Wants to Sponsor Winners
It’s because they have the highest profiles, get the most publicity etc. But sponsoring someone who is No.1 is difficult – they’re already sponsored and expensive – the best demand the highest rates. So brilliant sponsors seek out upcoming drivers with the potential to be future champions and secure the deal before they reach that No.1 spot. It is extremely important to consider this when applying for sponsorship. We want to Fuel Your Passion, and help you meet or exceed your goals! For example, approaching a company that is a major sponsor of a current champion, or top competitor, will most likely end up in disappointment simply because there’s not much that you're able to offer them that they are not already receiving from their sponsored driver. A smarter move would be to approach a competing company and offer them a chance to be a part of the team that might knock the reigning champion off his perch within a season or two. Everyone loves a friendly rivalry, and good competition!
Here is a Quick List of Things That Can Make OR Break a Successful Sponsorship Deal.
Remember, it’s a two-way street, and both parties MUST benefit from the relationship.
When Submitting a Proposal
- ALWAYS address it to the right person – marketing, sponsorship or pr manager; otherwise, your application might end up in the round file! (Trash Can).
- DO NOT request sponsorship via social media messaging. You’ll immediately get ignored and rejected!
- DO submit a professional-looking proposal outlining all the benefits to the sponsor via email. (Listed Below)
- Would you PLEASE specify where and how you want, or are able to display the sponsor’s logos and branding?
- DO mention any past projects you’ve completed or raced; it gives the sponsor an idea of your commitment and success ratio. Plus, we love unique builds!
- MAKE SURE to provide references from other sponsors. If you don't have any, that's alright too. Everyone has to start somewhere!
- DO provide a detailed plan of the vehicle build-up and race/show attendance, but…
- NEVER make it too long. Nobody is going to read a proposal that’s more than 5 pages long. We're very busy with other day-to-day tasks!
- DO NOT approach two competing companies for sponsorship on the same vehicle. We understand that some companies offer different products that we may not offer, and will take that into consideration on a case-by-case basis.
- PLEASE DON’T make promises you can’t deliver. If you promise to attend all of the events in a given season and your vehicle is not ready at the beginning of the season, you’ve officially breached your contract. If something unexpected comes up, just let us know! Communication is KEY!
- PLEASE include links, or handles, to ALL of your social media platforms. Who you are, both on and off the track, are EXTREMELY important to us! Private profiles don't help your case.
During Your Sponsorship Period
- DO your best to fulfil all of your obligations. Whenever you’re in the public eye, you’re representing your sponsors as well as yourself. Again, if something unexpected comes up, let's talk about it. We understand that things happen.
- ENSURE all your teammates and pit crew are aware of the sponsorship requirements, and also act accordingly. In most cases, we can provide merchandise for your team as well. Your teammates, or crew, are also a direct reflection of you and your sponsors.
- It’s IMPORTANT that you regularly provide your sponsors with all your race results, images, video footage, and media articles. We NEED these updates to use in our advertising, marketing, promotions etc.
- ALWAYS keep in contact with your sponsors during the season. You might get introduced to other potential sponsors. We have helped several of our sponsored drivers obtain new sponsors in the past.
- DON’T approach a company for sponsorship while their competitor sponsors you.
- DO NOT change/move your sponsors’ signage without their prior knowledge.
- DON’T try to renegotiate your deal part way through the season just because you’ve won a couple of races.
- NEVER bad-mouth your sponsors, or competitors, publicly. If you have a problem, sort it out with the sponsor, or individual, directly and appropriately. Whether it's a new potential sponsor, other competitors, or fans.... Remember that people are watching your actions and base their future decisions on what they see!