Motorsports Marketing Mail Tips
IT’S NOT ALL ABOUT WINNING
Posted on: Sunday April 30, 2023
IT’S NOT ALL ABOUT WINNING by Joe Verdegan
There is a strong misconception that many Midwestern racing teams have about connecting the dots with winning races and championships and the assumption that will lead to sponsorship dollars magically pouring into their programs.
I recall many, many years ago doing a sponsorship seminar in Green Bay at a racer’s auction. I was one of the guest speakers along with Charlie Menard, who was one of the guest speakers as well.
Obviously, Charlie is part of the Menards hardware store chains and at the time had a short track late model program of his own he ran. I specifically recall him talking about the dozens of sponsorship decks that came across his desk.
His point resonated back in the early 2000’s and today in 2023. Virtually all the proposals he received were from race teams, many of them champions in their respective classes or series they participated in. He rejected every single one of them. His point was simply that he didn’t give a hoot that driver X won several track championships at Speedway XYZ.
His tone was one that in the proposals/decks that came across his deck, that almost all of them almost gave off the tone that just because these drivers were champions, they almost “deserved” almost automatic consideration to have Menards cut a big check for their team in exchange for the teams to splash the Menards logo and colors on their cars. And none of these teams illustrated anything in their respective decks to set them apart from the others in “the running.”
As you can imagine, Charlie said every one of those proposals wound up in “File 13” in the trash can.
Mind you this was at least 20 years ago. However, the point still rings true in 2023. Winning a track or series title is good, and certainly worth noting in your sponsorship deck. But it’s NOT an automatic “qualifier” by itself to get a foot “in the door” if you will.
Also that also does not disqualify a team from throwing their collective hat in the “ring” so to speak. Businesses now, more than ever expect a true ROI (return on investment) so be prepared to show HOW you will draw traffic through their stores, how you will BOOST their product/brand awareness and DRIVE sales of their product.
I mean in motorsports we’re blessed to have one of the most unique, and truly “outside-of-the-box” marketing options for any business. Illustrate that and especially seek out those businesses who aren’t already aligned with a race team. Seek out some new blood to get involved in motorsports. Nothing ventured nothing gained, right?
We can help you with putting your sponsorship decks together. Shoot me an email at jverdegan2@gmail.com and we can get the ball rolling. Thanks to our core of drivers, car owners and other racing enthusiasts who take the time to read this monthly tips. Have a great 2023!
Joe Verdegan
Joeverdegan.com