Originally Posted by
Trackday Guru
Sponsorship is not just about getting companies to give you money. Sponsorship is about obtaining the resources necessary which will allow you to obtain the consumables you'll use throughout the season without footing the entire cost yourself. These consumables are anything that you will use during the course of the season. Tires, fuel, parts and bodywork and food can all be sponsored consumables without major outlays of cash from you.
Every racer in the world has the dream of them riding, racing and testing on someone else's dime. But the reality is that unless you are a nationally recognized (winning) racer, that's a pipedream.
Target sponsors that will help curb the cost of these consumables and you'll be much more effective in your hunt.
Put yourself in the sponsor's shoes. ask yourself: "Did I hear anything that would benefit my company?"
When approaching a propective dealer, never do it without a solid plan, and always keep in the mind the only question the prospective sponsor will be asking himself:
"What will the benefit to me be by sponsoring their race program?"
Begin your hunt by tageting specific companies. You can create your own criteria for the companies to make the list of selected "targets" - then do some research.
The research part entails looking at the company and determining what you want from them (free product, money, name association, etc.), as well as the corporate structure/landscape. After all, it does you no good to create a pitch if you don't know what the company produces, or cannot contact who to pitch it to, right?
Then, when you feel comfortable that you know enough about the company, you create your pitch.
Each pitch is taylor made to the individual company you are going after. Some will blend well with others, but mostly, they're all individual, just as their businesses are individual and unique.
The pitch is extremely important (as you can imagine) because it encompasses everything from what you can do for them, to what you're asking of them, to you forming their opinion of you. Let me say that again, you forming their opinion of you.
Example: If, while giving your pitch to the corporation you're wearing a suit and tie instead of jeans and a t-shirt, their opinion of you will be business focused, and serious - not casual and unfocused. Who whould you rather do business with?
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