Sponsor Do’s and Don’ts

“DO’S AND DON’T’S” WHILE ATTEMPTING TO SECURE
MARKETING PARTNERS FOR YOUR RACING OPERATION

Do Not Ask or beg for “sponsors” on social media. It looks lazy and desperate.

Do Not Rip on a track or sanctioning body on social media. It does reflect upon your marketing partners.

Do Not Forget to follow up and stay in constant communication with your marketing partners. In other words “don’t take the money and run.”

Do Not Submit a proposal that contains spelling and grammar errors. Most of the decision makers at these companies are college educated and well versed in these areas. If English wasn’t one of your strong suits in school hire someone or find someone who can do it for you!

Do Not Make promises you cannot keep. This covers everything from car shows, parades, corporate events, etc.

Do Not Put a business’ logo on your car without a written agreement signed by both parties. Don’t paint your car and hauler up in their colors with “hope” that they may do something with you down the road.

Do Begin your search for marketing partners around September for the following racing season.

Do Truly think “outside the box” in terms of what you have to offer a potential business.

Do Be prepared to answer the question “how can I draw more people and/or traffic to this person(s) business through my racing efforts?

Do Solicit the tracks/series you compete at in an effort to get tickets/pit passes even for those potential advertisers who are “on the fence.” If anything a co-promotional effort between your racing program and the track/series could wind up being a win-win for both parties. Most successful tracks/series would be willing to work/partner up with a race team.

Do Solicit testimonials from your current/existing marketing partners and include those testimonials in your proposal.

Do Try to avoid using the term “sponsors” and instead use the term “marketing partners” or “advertisers” when referencing potential opportunities to partner up.

Do Produce an actual proposal, a physical document that’s full color, eye catching and professionally bound. It’s so easy for someone to delete an email. If somebody gets a package delivered to them either by hand or vial mail, UPS, FedEx, etc. they will at least look at it.

Do Budget enough time during the off season to devote to your search. For most teams it’s an afterthought and it shows.