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How to get race sponsorship.

  1. #1
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    Racing costs money, pretty big money. Here's a quick and dirty guide to offsetting some of the cost with sponsorship and contingency.

    1. Write a letter/email. A phone call will be forgotten, as will a text message.

    2. Keep it concise. One page If you attach a word file or PDF.

    3. State your intentions for the following year. Be honest. If you are a 1:30 guy, don't say you intend winning 5 expert championships. The wins don't matter as much as the effort in our little pond. Even if you haven't raced yet, but intend to, state that. Tell them where and when you will be racing.

    4. Describe you and your bike (your age, location, year make model of bike etc)

    5. Include an action photo of you riding.

    6. Don't apply to competing sponsors. For example, don't apply to Woodcraft, who supply clip-ons, stands and rearsets and also apply to Vortex who supply the same stuff. Those companies are competitors. Pick a product you WANT to use, not the one that gives you the best deal., or even worse, BOTH. That's just unprofessional.

    7. State what you can do for the potential sponsor. Think of every way you can promote them and tell them. Facebook, online forums, word of mouth, newsletters etc.

    8. Tell them what you want! You aren't getting money so forget about that. Ask for free or discounted product or services in exchange for promotion. Offer to attend open houses at your sponsors of possible. Offer to wear clothing from your sponsors.

    9. Tell them why you want their sponsorship. Tell them why their product is better than the others.

    10. Thanks them for considering you.

    11. If/when you get a reply, make sure you tell them you are thankful for their consideration (even if they say "no thanks") and if they offer sponsorship, tell them that you are proud to use and promote them and that you hope it will be a long standing relationship. ask I you can offer your sponsorship discount to friends. You will be surprised how many companies will say "yes".

    12. Don't forget contingency!!!!! Sign up for everything you are eligible for. It is a shame to see the amount of money/merchandise that goes unclaimed because people didn't hunk they would get a good enough result to win contingency.

    13. Follow up with regular quick emails to your sponsors telling them about your season. Include a picture with their product or name in

    That's about it. Good luck.

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  2. #2
    Ray Viernes, Scammer! Ray-Ray's Avatar
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    Re: How to get race sponsorship.

    Truth.

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  3. #3
    Development Rider scottieducati's Avatar
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    Re: How to get race sponsorship.

    ....and don't forget to proofread your letter, so you don't 'hanks' them or 'hunk' if you'll place well. More proof that Degsy is ??

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    CCS/LRRS #83

  4. #4
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    iPhone keyboard sucks.


    Spelling means nothing. It's bike racing. Lol

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  5. #5

    Re: How to get race sponsorship.

    Thank you Degs

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  6. #6
    Get Weird! maxim_X's Avatar
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    Re: How to get race sponsorship.

    Good info thank you. I'm considering racing next year. This should help out. Now give us an idiots guide starting racing.

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  7. #7
    Changes come butcher bergs's Avatar
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    Re: How to get race sponsorship.

    Quote Originally Posted by maxim_X View Post
    Now give us an idiots guide starting racing.
    Here

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  8. #8
    Is this thing on? Mr. Kurtz's Avatar
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    Re: How to get race sponsorship.

    Great guidelines.

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  9. #9
    Lifer a13x's Avatar
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    Re: How to get race sponsorship.

    I can narrow that down considerably:

    1) Win & be proactive in having relationships (even hi how are you) with 'sponsors' (both ones you have and ones you don't)
    2) If you can't win then be the best marketing person (who happens to ride motorcycles) you can while maintaining the most professional presentation you can

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  10. #10
    Lifer a13x's Avatar
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    Re: How to get race sponsorship.

    To give further feedback

    Quote Originally Posted by Degsy View Post

    Racing costs money, pretty big money. Here's a quick and dirty guide to offsetting some of the cost with sponsorship and contingency.

    1. Write a letter/email. A phone call will be forgotten, as will a text message.


    2. Keep it concise. One page If you attach a word file or PDF.

    3. State your intentions for the following year. Be honest. If you are a 1:30 guy, don't say you intend winning 5 expert championships. The wins don't matter as much as the effort in our little pond. Even if you haven't raced yet, but intend to, state that. Tell them where and when you will be racing.

    4. Describe you and your bike (your age, location, year make model of bike etc)

    5. Include an action photo of you riding.

    6. Don't apply to competing sponsors. For example, don't apply to Woodcraft, who supply clip-ons, stands and rearsets and also apply to Vortex who supply the same stuff. Those companies are competitors. Pick a product you WANT to use, not the one that gives you the best deal., or even worse, BOTH. That's just unprofessional.

    7. State what you can do for the potential sponsor. Think of every way you can promote them and tell them. Facebook, online forums, word of mouth, newsletters etc.

    8. Tell them what you want! You aren't getting money so forget about that. Ask for free or discounted product or services in exchange for promotion. Offer to attend open houses at your sponsors of possible. Offer to wear clothing from your sponsors.

    9. Tell them why you want their sponsorship. Tell them why their product is better than the others.

    10. Thanks them for considering you.

    11. If/when you get a reply, make sure you tell them you are thankful for their consideration (even if they say "no thanks") and if they offer sponsorship, tell them that you are proud to use and promote them and that you hope it will be a long standing relationship. ask I you can offer your sponsorship discount to friends. You will be surprised how many companies will say "yes".

    12. Don't forget contingency!!!!! Sign up for everything you are eligible for. It is a shame to see the amount of money/merchandise that goes unclaimed because people didn't hunk they would get a good enough result to win contingency.

    13. Follow up with regular quick emails to your sponsors telling them about your season. Include a picture with their product or name in

    That's about it. Good luck.
    1) Email, then call, then follow up call with email recapping conversation. Or Call, then email recap. A phone call gives you much better chance to get a feel for the person, options, etc. Much harder to tell someone no on the phone too.

    2) Yup. Concise. Sending a 30-page deck is overkill. Sending a 3 page deck to get someone interested is better. It's pretty easy to see if you like what the person is selling. If you like it, you call them/email them back and THEN you ask for the 30 page deck

    3) yup. Fine line between hyping it up and looking like a dreamer idiot.

    4) Guess depends on sponsor? Don't have to over do it on this. Keep it short. Unless you have some awesome story like "I BEAT HERPES" and are applying for HERPES MEDICATION sponsorship. Then more detail makes for nice tie in.

    5) Yup. and include a good non-riding shot of you. (headshot) or something.

    6) in this market you should be applying to everyone. ACCEPTING sponsorship from multiple conflicting sponsors would be bad, but soliciting everyone is pretty common and just the way it is. If you have a particular undying loyalty to a company (i've been using woodcraft forever and LOVE IT) then call it out. otherwise just do it up.

    7) Yup, but do more than just the basics. Offsite non-racetrack stuff has lots of value. Company visits/autograph sessions, bike display in offseason at retail location, appearances to company events, etc etc. Everyone has a FB/Twitter/Social presence, that's just expected

    8) Have a idea of what you want but be flexible.

    9) Yup. Depends on product/sponsor

    10) Yup

    11) Be professional even if you get a no. Don't be afraid to followup

    12) Yup

    13) YES YES YES! can't stress this enough. Nothing worse than a rider that vanishes for 11 months then calls you when it's 'new contract time'. BE PROACTIVE


    I go into much greater depth here (as it applies to one particular brand).: http://www.nextmotochampion.com/wp-c..._Issue3_sm.pdf

    Again depends on who you're talking to. If you're going to ask Pete's Pizza Palace for sponsorship then chances are they know nothing about roadracing, so tailor it as such. If you're applying to a Industry company, then yea, they know what roadracing is and know the drill. Keep it to the point and realistic. If you don't know... then play it down the middle.

    You're asking someone for money, there is no such thing as 'free' sponsorship. Even discount programs cost money. Treat it as such and give it the time and respect that request deserves. Good luck!

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    Last edited by a13x; 12-07-11 at 06:38 PM.

  11. #11
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    Meh, what do you know about sponsorship Alex?

    There you have it folks, from probably the biggest motorcycle racing sponsor in the world. All excellent advice.

    Now, get writing!

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  12. #12
    Lifer a13x's Avatar
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    Re: How to get race sponsorship.

    Quote Originally Posted by Degsy View Post
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    Meh, what do you know about sponsorship Alex?

    There you have it folks, from probably the biggest motorcycle racing sponsor in the world. All excellent advice.

    Now, get writing!
    Thanks Derek.

    Great original post and great information. You know you're fair share on the topic as well.

    Cheers.

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  13. #13
    Lifer Chippertheripper's Avatar
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    Re: How to get race sponsorship.

    Don't forget to GO FAST!!

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  14. #14
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    If you're going fast it helps for sure, but from a trackday vendor perspective, we are looking for attitude and appearance, rather than results. After all, we sponsor Jim and he does a great job representing us.

    The bigger the company and the more they give you, the more performance matters.

    Take Colin Edwards for example, not winning world championships any more and not likely to, but when have you EVER heard a bad thing about him regarding attitude, professionalism or criticizing a sponsor? He is an advertising dream. Same goes for Nicky Haydon.

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    Last edited by Degsy; 12-07-11 at 07:29 PM.

  15. #15
    Lifer Garandman's Avatar
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    Re: How to get race sponsorship.

    Quote Originally Posted by Degsy View Post
    Meh, what do you know about sponsorship Alex?

    There you have it folks, from probably the biggest, but anonymous, motorcycle racing sponsor in the world. All excellent advice.
    FFY

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  16. #16
    Lifer Chippertheripper's Avatar
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    Re: How to get race sponsorship.

    Quote Originally Posted by Garandman View Post
    FFY
    Your fix is broke.

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  17. #17
    Lifer a13x's Avatar
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    Re: How to get race sponsorship.

    anonymous? not really, there was a link above.

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  18. #18
    Just Registered Doc's Avatar
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    Re: How to get race sponsorship.

    I drop Alex's name all the time. Is there really anyone that doesn't know who he is?

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  19. #19
    Lifer a13x's Avatar
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    Re: How to get race sponsorship.

    Quote Originally Posted by Doc View Post
    I drop Alex's name all the time. Is there really anyone that doesn't know who he is?
    New guys to the board.

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  20. #20

    Re: How to get race sponsorship.

    I have not met him or know him in any way but some of his comments on the forum

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  21. #21
    Just Registered Doc's Avatar
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    Re: How to get race sponsorship.

    Well, let's just say he is on a first name basis with Colin Edwards, James Toseland, Melissa Paris, Josh Hayes AND Valentino Rossi.

    Old LRRS homie done good!

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  22. #22
    Bikeless in Blackstone The Snowman's Avatar
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    Re: How to get race sponsorship.

    And remember to spell their company name right. Funny thing, I actually nabbed Spiegler for 2012, even after spelling their name as Speigler in the consideration email I sent.

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  23. #23
    Just Registered Doc's Avatar
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    Re: How to get race sponsorship.

    You can also try sites like Sponsorhouse and Hook it

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  24. #24
    Senior Member Brendin87's Avatar
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    Re: How to get race sponsorship.

    This is really helpful. I've been thinking about how to go about this. You guys just made it A LOT easier!!

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  25. #25
    Lifer a13x's Avatar
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    Re: How to get race sponsorship.

    Quote Originally Posted by The Snowman View Post
    And remember to spell their company name right. Funny thing, I actually nabbed Spiegler for 2012, even after spelling their name as Speigler in the consideration email I sent.
    Good advice.

    Got a proposal email the other day for lawn mower racing with the email title being "Free Advertizing". Regardless of whether or not lawn mower racing is a viable platform.... having a blatant mistake in the opening impression isn't the best way to start things.

    I think being on a first name basis with Michael Lemeire is pretty cool.

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