Sponsorship application
10-12-2004, 01:55 PM
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Sponsorship application
I'm getting ready to put together a proposal to send to potential material and monetary sponsors for a season of racing next year (more lasting relationships would be nice but that's not always possible).
I've written letters in the past asking for things and been successfull, but racing has a way of being a different world and I'd like to see what has worked for people.
I found one good thread but I was left wanting a little more help. https://honda-tech.com/zerothread?id=90900
There was a really good article in Car and Driver about it a while back but it didn't talk about the nuts and bolts of writing a proposal to a company, more about how to present yourself in a good light to your potential sponsors with well kept equipment, a good attitude and such.
Anybody have some experience or examples to share?
I've written letters in the past asking for things and been successfull, but racing has a way of being a different world and I'd like to see what has worked for people.
I found one good thread but I was left wanting a little more help. https://honda-tech.com/zerothread?id=90900
There was a really good article in Car and Driver about it a while back but it didn't talk about the nuts and bolts of writing a proposal to a company, more about how to present yourself in a good light to your potential sponsors with well kept equipment, a good attitude and such.
Anybody have some experience or examples to share?
10-12-2004, 01:59 PM
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Re: Sponsorship application (TeamSlowdotOrg)
<TABLE WIDTH="90%" CELLSPACING=0 CELLPADDING=0 ALIGN=CENTER><TR><TD>Quote, originally posted by TeamSlowdotOrg »</TD></TR><TR><TD CLASS="quote">Anybody have some experience or examples to share? </TD></TR></TABLE>
I don't think anyone will share on this one, but if they do...
It's too time consuming to write and put together a really good package. So to hand off that effort to someone else to use (possibly against you) doesn't make sence. I will tell you that a good Google search will provide some of the answers you're looking for.
Good luck.
I don't think anyone will share on this one, but if they do...
It's too time consuming to write and put together a really good package. So to hand off that effort to someone else to use (possibly against you) doesn't make sence. I will tell you that a good Google search will provide some of the answers you're looking for.
Good luck.
10-12-2004, 02:19 PM
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Re: Sponsorship application (TeamSlowdotOrg)
It all really comes down to one question: "What's in it for me?"
If a sponsor gives you X what kind of Y can they expect in return? It's your job to convince your potential sponsor that X<Y.
I think a great example are car dealerships. They have nice brochures with glossy pictures, fancy corporate logo, race series wins, etc... trying to convince you that Car>$$$.
If a sponsor gives you X what kind of Y can they expect in return? It's your job to convince your potential sponsor that X<Y.
I think a great example are car dealerships. They have nice brochures with glossy pictures, fancy corporate logo, race series wins, etc... trying to convince you that Car>$$$.
10-12-2004, 03:32 PM
#4
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Find a company that has something that autocrossers "need", but haven't had a reason to go after before.
Here is a good example, motor oil: We all use it, and change it frequently, but unlike with club racing, theres no real advertising of it specifically towards the autocrossers. Find a lubricant company, auto parts store, etc. and try to persuade them that through their involvement with you, they can capitalize on selling their products to the autocross market.
Here is a good example, motor oil: We all use it, and change it frequently, but unlike with club racing, theres no real advertising of it specifically towards the autocrossers. Find a lubricant company, auto parts store, etc. and try to persuade them that through their involvement with you, they can capitalize on selling their products to the autocross market.
10-12-2004, 03:42 PM
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Re: (Sean O'Gorman)
Well, I'm actually talking about club racing here when I mention next year's season, so there are tons of angles I can angle with like brakes, lubes, other parts and such.
John, that's a good point. I was specifically looking for format of the letter, as in what verbage and tone I should take with it, so I didn't think I was asking for trade secrets, but I suppose it's all part of the process.
John, that's a good point. I was specifically looking for format of the letter, as in what verbage and tone I should take with it, so I didn't think I was asking for trade secrets, but I suppose it's all part of the process.
10-12-2004, 05:32 PM
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Re: (TeamSlowdotOrg)
We receive requests for sponsorship fairly often. A good request is going to be something that reads kinda like a combination of a resume and a race schedule. We want to see that you have enough experience to show that you are serious about your chosen sport, successful finishes or trophies are helpful, and so are lists of events participated in last season. A list of events you plant to attend next year is critical, as are good quality pictures of the car showing a high level of professionalism. Good websites can help too. Statistics showing how many people will attend these events, any expected magazine or TV coverage, etc. are also important. It's all about the exposure you can generate for the company offering sponsorship. Continued follow-up with updates during the season are a good way to continue getting sponsored.
-Chris
-Chris
10-12-2004, 05:56 PM
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Re: (EMod Civic)
1) Keep the writing short and to the point. Avoid fluff since most everyone can read through this. Explain the benefits of your deal first and then later go into the team and it's accomplishments. DO NOT send a proposal with poor grammar and spelling. If you don't seem to be able to read and write how could a company expect you to represent them in a good light?
2) As EMod Civic noted above, explain what you are going to do for the company you are asking $$$ from. Research the company and identify best you can what/who their market is.
3) What is the value of the sponsorship? Many times this does not equal what it costs you to put the car on the track. You may need $10,000 to race, but the value to the company may only be $2,000.
3) What makes your effort different from everyone else. Telling them you've won races, championships, blah, blah, blah is helpful, but many, many other racers have done the same thing.
4) Do what you can to find the contact person to send your proposal to. Sending to Dear Sir/Madam shows you didn't care enough and your proposal will get trashed.
5) DO NOT send your proposal via e-mail. Instant delete.
6) Prepare as professional presentation as you can. If you have a friend who is a graphic designer turn this job over to them if you can.
7) Realize that approaching a motorsports-related company looks like a good idea, but many of your competitors may already be customers and a sponsorship has little value.
8) Realize many sponsorships are the result of a personal relationship. Either you were friends and now your buddy owns a company or you find someone who likes going to the races.
9) Lastly, it will be easier to get sponsorship if you race in circles. Many club racing events are non-spectator events. If they are spectator events you find that the local region probably does little advertising to get folks on the hills.
Modified by itsprelude at 5:25 AM 10/13/2004
2) As EMod Civic noted above, explain what you are going to do for the company you are asking $$$ from. Research the company and identify best you can what/who their market is.
3) What is the value of the sponsorship? Many times this does not equal what it costs you to put the car on the track. You may need $10,000 to race, but the value to the company may only be $2,000.
3) What makes your effort different from everyone else. Telling them you've won races, championships, blah, blah, blah is helpful, but many, many other racers have done the same thing.
4) Do what you can to find the contact person to send your proposal to. Sending to Dear Sir/Madam shows you didn't care enough and your proposal will get trashed.
5) DO NOT send your proposal via e-mail. Instant delete.
6) Prepare as professional presentation as you can. If you have a friend who is a graphic designer turn this job over to them if you can.
7) Realize that approaching a motorsports-related company looks like a good idea, but many of your competitors may already be customers and a sponsorship has little value.
8) Realize many sponsorships are the result of a personal relationship. Either you were friends and now your buddy owns a company or you find someone who likes going to the races.
9) Lastly, it will be easier to get sponsorship if you race in circles. Many club racing events are non-spectator events. If they are spectator events you find that the local region probably does little advertising to get folks on the hills.
Modified by itsprelude at 5:25 AM 10/13/2004
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10-12-2004, 06:52 PM
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Re: (itsprelude)
<TABLE WIDTH="90%" CELLSPACING=0 CELLPADDING=0 ALIGN=CENTER><TR><TD>Quote, originally posted by itsprelude »</TD></TR><TR><TD CLASS="quote">DO NOT send a proposal with poor grammer and spelling.</TD></TR></TABLE>
10-12-2004, 07:36 PM
#10
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I would assume so.
It probably looks like I was being a smartass, but I was just pointing out how noticeable that spelling and grammar mistakes could be to potential sponsors.
It probably looks like I was being a smartass, but I was just pointing out how noticeable that spelling and grammar mistakes could be to potential sponsors.
10-12-2004, 08:19 PM
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Re: (Sean O'Gorman)
Doh! Yes, "grammar" is the correct spelling. That sucks because I hate misspelling more than anything (as the offending word is quickly fixed after being called on it ).
10) Proofread your proposal before sending.
Modified by itsprelude at 3:17 PM 10/13/2004
10) Proofread your proposal before sending.
Modified by itsprelude at 3:17 PM 10/13/2004
10-12-2004, 08:31 PM
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Re: (itsprelude)
<TABLE WIDTH="90%" CELLSPACING=0 CELLPADDING=0 ALIGN=CENTER><TR><TD>Quote, originally posted by itsprelude »</TD></TR><TR><TD CLASS="quote">
10) Proofread your proposal before sending.</TD></TR></TABLE>
Thanks all for the advice.
10) Proofread your proposal before sending.</TD></TR></TABLE>
Thanks all for the advice.
10-12-2004, 08:38 PM
#13
Re: (TeamSlowdotOrg)
ONe thing thay helps is something that has PIZZAZ! My first proposal I sent back in 1998 was just a regular resume with pictures and what I would offer the company.
Now when I send out proposals I include a CDR video of autocross runs and various other pictures from previous years. Definitely something that catches the eye.
Now when I send out proposals I include a CDR video of autocross runs and various other pictures from previous years. Definitely something that catches the eye.
10-13-2004, 03:26 AM
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Re: (CivicSiRacer)
Food for thought from the jaded old guy...
Having played this game a lot, I've come to understand that you'll get WAY more return devoting the same amount of time and energy you'd spend on proposals and promo materials to getting out and talking with people.
Sponsorship of motorsports is far more like support for the arts or a charitable organization, than it is like buying media. Support of that type is secured by personal relationships - NOT cold calls - and it frankly doesn't matter where or how those relationships develop.
Join the Chamber of Commerce. Go to business and social functions. Hang out at the tennis club. Go be where people with money are and be prepared to tell them about what you do. When you find someone who is interested, invite them to the track, buy them a burger, let them enter an autocross or touring laps during lunch on a road course. Make a deal that lets them codrive or use the car for HPDEs or something but get them personally excited and invested in the game.
It is not an accident that the decision maker in most "sponsorship" deals of "professional" road racing or rally teams are enthusiasts who are directly involved with the fun. (NASCAR is very different on this account - they have it right.) Marketing effectiveness is secondary and almost certainly going to be rationalization after the fact to satisfy the bookkeepers and IRS.
Now, what you do after you secure a deal is another lesson...
K
Having played this game a lot, I've come to understand that you'll get WAY more return devoting the same amount of time and energy you'd spend on proposals and promo materials to getting out and talking with people.
Sponsorship of motorsports is far more like support for the arts or a charitable organization, than it is like buying media. Support of that type is secured by personal relationships - NOT cold calls - and it frankly doesn't matter where or how those relationships develop.
Join the Chamber of Commerce. Go to business and social functions. Hang out at the tennis club. Go be where people with money are and be prepared to tell them about what you do. When you find someone who is interested, invite them to the track, buy them a burger, let them enter an autocross or touring laps during lunch on a road course. Make a deal that lets them codrive or use the car for HPDEs or something but get them personally excited and invested in the game.
It is not an accident that the decision maker in most "sponsorship" deals of "professional" road racing or rally teams are enthusiasts who are directly involved with the fun. (NASCAR is very different on this account - they have it right.) Marketing effectiveness is secondary and almost certainly going to be rationalization after the fact to satisfy the bookkeepers and IRS.
Now, what you do after you secure a deal is another lesson...
K
10-13-2004, 05:45 AM
#15
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Re: (Knestis)
<TABLE WIDTH="90%" CELLSPACING=0 CELLPADDING=0 ALIGN=CENTER><TR><TD>Quote, originally posted by Knestis »</TD></TR><TR><TD CLASS="quote">When you find someone who is interested, invite them to the track, buy them a burger, let them enter an autocross or touring laps during lunch on a road course. Make a deal that lets them codrive or use the car for HPDEs or something but get them personally excited and invested in the game.</TD></TR></TABLE>
That is an excellent point, Kirk, and one I forgot to mention in my earlier posts.
I've found that I've gotten a handful of people into autocross by bringing them out, showing them around and getting informed as to what goes on, and then later putting them in my car as a co-driver. They always love it. Sometimes I let them drive because they are a good friend, other times its because I think they have potential to be good drivers and I want some competition, but mostly it is because I either 1) owe them money and want to get out of paying, or 2) want free mechanical work done on my car.
Auto racing is one of the few forms of sport where there is usually no connection between observer and participant. Basketball fans can play baseball, soccer fans can play soccer, golfers can golf, etc., but race fans who get to race are rare. I'm sure that if you can bridge the gap between spectator and participant, it could go a long way towards impressing sponsors.
That is an excellent point, Kirk, and one I forgot to mention in my earlier posts.
I've found that I've gotten a handful of people into autocross by bringing them out, showing them around and getting informed as to what goes on, and then later putting them in my car as a co-driver. They always love it. Sometimes I let them drive because they are a good friend, other times its because I think they have potential to be good drivers and I want some competition, but mostly it is because I either 1) owe them money and want to get out of paying, or 2) want free mechanical work done on my car.
Auto racing is one of the few forms of sport where there is usually no connection between observer and participant. Basketball fans can play baseball, soccer fans can play soccer, golfers can golf, etc., but race fans who get to race are rare. I'm sure that if you can bridge the gap between spectator and participant, it could go a long way towards impressing sponsors.
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