Finding new sponsors is, without a doubt, one of the hardest parts of securing a ride in the racing world. It's a challenging path that requires persistence, creativity, and a whole lot of relationship-building. But here's the good news – it doesn't have to be a never-ending uphill battle. The key to unlocking sponsorship success lies in your approach, especially when it comes to networking, prioritizing the right leads, and keeping sponsors happy long after they've signed on the dotted line.
If you're feeling stuck, overwhelmed, or like you're getting nowhere fast, it's time to take a step back and reassess your strategy, if you have one at all. Whether you're struggling to get your foot in the door, frustrated with gatekeepers blocking your path, or unsure of how to keep sponsors coming back for more, these tips will help you shift your focus and find success.
Let’s face it – cold calling and cold emailing are some of the least-effective methods for landing paid sponsorships. The truth is, people are bombarded with various spam and salesy messages every day, and it’s all too easy for your carefully-crafted pitch to end up in the trash. Instead of relying on these outdated tactics, focus on getting your foot in the door on a more personal level.
Start by connecting with potential sponsors on social media. Follow their pages, engage with their content, and show genuine interest in what they’re doing. When the time feels right, DM them with a personalized message – something that feels natural, not forced. Talk about a result you got from using their product, or share a testimonial of how it benefited your race team or your private life. The goal is to create a connection, not to make a hard sell right out of the gate.
Another great way to build relationships is to attend trade shows and conferences. These events are gold mines for networking, and they give you the opportunity to meet potential sponsors face-to-face. But remember, your goal isn’t to ask for sponsorship on the spot. Instead, focus on making a good first impression and building a foundation for a future partnership.
If you’re lucky enough to be local to a sponsor you’re interested in, consider making an in- person visit. Ask for a tour of their facilities to learn more about how their products or services. Your genuine interest in their brand will help you stand out from the crowd. Even if you don’t land the sponsorship right away, you’ve started a relationship that could pay off down the road.
When trying to secure sponsorships, one of the biggest hurdles is getting past the gatekeepers – those social media managers, receptionists, or contacts who act as a buffer between you and the decision-makers. To break through, do your homework first. Use LinkedIn to identify who the actual decision-makers are within the company, and understand the organization's structure so you know who to bypass. Armed with this knowledge, you can tailor your outreach to the right person. Mentioning the decision- maker by name in your communication shows that you’re serious, informed, and not just sending mass messages. This can make gatekeepers more likely to pass your message along or even make a direct connection.
Additionally, leveraging existing relationships or asking for referrals can help bypass gatekeepers altogether. If you know someone within the company or have a mutual connection on LinkedIn, don't hesitate to use that to your advantage. Persistence, professionalism, and respect for the gatekeeper can make a big difference in getting your foot in the door.
Timing and multi-channel outreach can also be game-changers. Reaching out when the company is preparing budgets or launching new campaigns can significantly increase your chances of success. Don't be afraid to use a combination of email, phone calls, and social media to make sure your message gets noticed. If one method doesn’t work, try another. By combining these strategies, you'll be better equipped to move past the initial barriers and get your proposal in front of the people who can say "yes" to a sponsorship deal.
When it comes to sponsorship, not all leads are created equal. One of the biggest mistakes you can make is casting too wide a net. If you’re sending out sponsorship pitches to every company under the sun, you’re likely wasting your time and energy. Not every company will see the value in sponsoring you, and some are simply just not a good fit for your brand.
Instead of trying to appeal to everyone, focus on companies that align with your values, audience, and goals. Take the time to research each potential sponsor and tailor your pitch to helping them achieve their specific objectives. By narrowing your focus and prioritizing the right leads, you’ll stand out with more personalized and compelling pitches.
Many racers fall into the trap of thinking they need to land a massive, all-encompassing sponsor to make it in their league. While it’s great to have big goals, don’t overlook the value of smaller sponsors. Smaller companies often have more flexibility in their budgets and may be more willing to take a chance on a new partnership for one or two races.
By going after smaller sponsors, you also spread out your risk. If one falls through, you’ve still got others to fall back on. Plus, smaller sponsors can lead to bigger opportunities down the road as you build your reputation and prove your worth. My sponsor for the past two years, Gunk, was only a product sponsor for the first 10 years of working together. It took me a decade of persistence, and keeping a good reputation with them, before they provided funding. Don’t give up on your smaller partners!
Remember, sponsorship isn’t an all-or-nothing game. It’s about building a portfolio of partnerships that work together to support your racing career. Don’t be afraid to start small and work your way up.
Sponsorship isn’t just about landing the deal – it’s about keeping the relationship alive long after the ink has dried on the contract. One of the best ways to do this is by consistently delivering on what you promised and showing sponsors that you’re worth the investment.
This is where tracking and reporting come into play. The biggest teams in the industry keep their sponsors coming back by sending regular ROI reports – also known as fulfillment reports, proof of performance reports, or quarterly progress reports. These reports show sponsors exactly how you’re helping them achieve their goals, whether it’s boosting sales, building brand loyalty, or generating leads.
To create an effective ROI report, you need to understand what your sponsors are looking to achieve. If their goal is to boost sales, focus on activities like product demonstrations and sample giveaways. If they’re looking to build brand loyalty, leverage your social media presence and track engagement metrics. If lead generation is the goal, set up activations at your races and collect fans’ contact information.
But it’s not just about the data – it’s about the relationship. Stay in constant contact with your sponsors, update them regularly on your progress, and make sure they feel valued.
Megan Meyer, founder of the Motorsports Marketing Tips Agency, is a two-time NHRA world champion drag racer with over two decades of experience in motorsports. She was one of the first to leverage social media to secure multiple funded sponsorships through innovative marketing strategies. Beyond racing, Megan is a seasoned entrepreneur, dedicated to helping racers elevate their online presence and secure sponsorships through her agency's proven marketing techniques.
Members of the Inside Track receive 10% off all products and services from the Motorsports Marketing Tips Agency. Learn more about becoming a Member here.
