Racing and sponsorship - what it takes
By Don Nimi (2/6/98)
Check out his PDM Racing site as well

Q.How do you go about gettng sponsorship money for racing?

A. WHO do you know.

75% of the time, sponsorship comes out of WHO you know.....not what you've done,or how great you are. Generally it's friends who work or own a company that don't mind a tax write-off to help a friend. That, or a business has an advertising budget they feel is filled with "vehicle" sponsorship.... WHO you knows, generally takes years of hob-knobbing...... cavorting with Motorsport types, OR being a pretty female who knows how to aggressively market herself. I'm not being sexist...but it's true. (look at Girlie Girl Racing....... they get better coverage cuz it sells magazines.)

WHAT do you know.

What kind of racing and marketing knowledge do you have. If you're going after major bucks....your racing venture better be a business. Big time corporate sponsors won't sponsor a back-yard racing venture. You HAVE to market yourself to your prospective sponsor....and have the ability to back it up. (both in professionalism, equipment, and SKILL) WHAT can you offer to a potential sponsor. Bottom line.....what do you have to offer ? Look at this deal from "his" side. What am "I" gonna get if I put my name on the side of this fellow ? Are you a front runner ? Are you willing to do car shows, trade shows, industrial shows, photo shoots, mall displays,...or does your racing have T.V. coverage !!! That's killer important. Is your team professional, do they have full matching crew shirts, pants, and shoes.....does your tow-rig and trailer look professional, and clean. Are you a good "spokesperson" for this company ? Bottom line, what can you offer for his money or service or parts ?

WHERE will you show and race your car

Again, as to the above statement....the sponsor has to know what series you are going to run, and how often, and numbers of "his" customers are going to see his name on the side...and associate your car with his name. "Oh yeah...the red white and blue Molson sponsored little 240SX......... I remember that car." WHAT have you done that makes you....as a sponsor seeker interesting to a sponsor Again, have you won championships...titles.....accomplished something. This fills your resume a LOT easier when you've been a multi regional/national winner, and have track records and shots of podium wins etc.... Why would a sponsor want to help the last place guy all the time ?

WHAT kind of sponsor are you looking for

This determines how serious you wanna chase a sponsor. If it's just for labour; ie: tire swapping, alignments, muffler work, polishing etc...that's a little more casual...and may entail a small cover letter, and sit-down at lunch to feel that shop out if they are interested. Going after cash ?....that means intros, resumes...proposals...interviews. Unless you have a package that BEGS for sponsor names..(ie: if for instance John Force lost Castrol, and needed a sponsor.....I"m sure Pennzoil or Quaker State would be sending a team to Force's shop instantly to try to snag such a prize....) There's lots of books out there on sponsorship....... and even agencies that specialize in Motorsports sponsorship....... but it can be beneficial to both parties if it's done right.