I'm in the process of seeking out sponsorship for some of my autocross/track/racing activities. I've put together a very nice 8 page glossy flier (I work at a printing company), put together a shmancy web site and sent out mailings to perspectives. My next step is to start making followup calls.

My question is, for those who've already gained sponsors, who pays for creating the signage for your sponsor. Things like banners in the paddock, graphics for the vehicle? Sometimes, these things are more than the sponsor is paying me. One of my cheapest levels of sponsorship was like $100. $100 would barely cover the costs of making custom made magnetics for the primary car (it's a daily driver). I'm also occaisionally moving between cars and would like to take the sponsorship with me, thus magnetics.

Maybe I should have asked this prior to sending out sponsorship levels. Do you normally just include the sponsor's graphics as part of the fee? Or do you take their cash or services plus the graphics?

Thanks for the help!

 

Now I haven't had any "fee" type sponsors, just discounted or free products or services. With all of them the sponsor has supplied the "signage" (in my case, vinyl for the car).

Folks reading, Shmeek here is doing the right thing by going after sponsors. That stuff is out there if you look hard enough.

 

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Thanks, it is a lot of work to put together a presentable package. However, I've done a little sponsor searching for our club and found that quite often, all you need to do is ask to get a little something. Now I'm asking for me to get a little more something!

If anyone's interested in my shmancy web site, still heavily in development, here it is...

At Speed Autosports http://www.asautosports.com

 

I think in most cases you will find that they will supply you with basic representation.

If you have special needs you will usually be responsible for that. Magnetics would be a special need.

 

I'm actually in the process of workng out a sponsorship with a local car dealership. They still are not sure what level of sponsorship they want to provide, but have offered to cover the costs of all magnetics.

I guess who would pay for that would depend at least partially on the level of sponsorship the company is willing to provide.

 

Madison Motorsports is look'n too ;-) right G and RJ?

we'll have to develope some package too guys!

 

Since you are requesting money for sponsorship, I suggest that you factor in the cost of the decals into your proposals, or have the respective companies send you stickers that they would like on your car.

OR- have the vinyl decal company sponsor your car, and problem solved.

Banners- Most automotive parts companies already have banners they use for shows/events. I would make this an option. Ex: If they are willing to give you a banner, then you are willing to put it up at your events.

If they dont have banners, then you can make this option available in your proposal at $xx. (banner cost + time or whatever, if they are a serious sponsor, they should be willing to pay it. IF they are really tight, you can also say that the banner will be returned to them at the end of the season if they want it. Sounds like a good deal to me)

If the cost of being sponsored exceeds the sponsorship offer, then don't do it. (unless for tactical reasons such as building a relationship in hopes for future, more substantial sponsorship down the line. Every sponsor has an expectation, and every sponsor can become a liability as well...choose them wisely)

Hope I helped.

FYI- We pay for our decals because we want to be in control of the size/layout/look of the vehicle. And our sponsorships are fairly sizeable, so we factored sticker costs into our budget (one less thing the sponsors will have to think of). Also, we receieve promo banners/badges/hats/shirts for free (as any smart sponsor should give to their drivers/teams)

Good Luck.

-Dennis Caco

 

Will you be able to run magnetics in the club racing/time trial stuff? I was under the impression that for track events magnetics weren't allowed since they could come off.

Anyway, not sure if you need it, but here's a link with some sponsorship seeking guidelines. http://www.enjoythedrive.com/content/?id=9663

 

Thanks for the replies. Yes, magnetics are fine. I've never had a problem with my existing ones flying off at speed. I do tape the leading edge, however.

 

Honestly, I wouldn't worry too much about the signs at the track. Put the sponsors name on your car and do some other things for them. Basically spend your money differently.

For one of my sponsors, I made a brocheur which they now use at their dealership. I also gave the sponsors t-shirts with their names, SCCA Club Racing and the Car number / class. At the end of the year, I gave them a nice framed photo. One of them I also included a nice bottle of wine.

This year I'll make them a nice racing video. The auto body shop has a t.v. with VCR in their waiting room for customers. Could be kinda interesting.

Tickets to the events. Try to get them to come. And don't put too much pressure on yourself. Just try to make sure they have fun! Bring a 6 pack of their fav. beer.

As far as who pays for the vinyl / magnets - basic stuff you should pay for.

Here's what I have in my sponsorship package.
"Basic signage to appear on the racecar will be provided at no charge. This includes all letters and numbers for your signs. If you are interested in incorporating pictures, logos or other advertising signage, it will be necessary to discuss how this will be provided."

I personally do not believe in creating sponsorship levels. Off the gate, you are limiting yourself. The goal of your package is to get them intersted and sell an appointment to meet with the potential sponsor. Follow-up is key. The body shop that takes care of my car / painted it - it took me several visits. Kept getting the I'm too busy to talk right now come back later.

Here is another idea for you from my package...
"What types of sponsorship opportunities are there? There are many different ways you can provide sponsorship. Sometimes it just takes a little creativity. Of course there is always monetary support. You could also become a product sponsor by providing items needed for the racing season. Often times sponsors will provide racers with unique types of sponsorship that have no direct correlation to racing itself, but allow funds that would normally be spent on other products or services to be used for the race team. I would be more than happy to discuss any ideas you may have."

Interestingly in our level of racing, I've found it doesn't matter how well you do in the races. Of course you don't want to finish last but you don't need to finish in the front to obtain sponsors either.

Who / what types of businesses are you targeting?

Later this spring I'll be getting back into the sponsorship hunt. I've been so busy playing around with my car.

(Higher levels of racing are definately different. This more pertains to club racing / autocross)

 

Here are a few suggestions:

1) Don't make any presentations look too desperate. What I mean by this is don't do something like cite NASCAR's surge of popularity as a sign that auto racing is a valued form of advertising, because thats very misleading.

2) If you want to be creative, get the sponsors involved hands on. You can always run a second driver in autocross, so maybe its worth throwing in co-drives as part of the sponsorship proposal. If the person you are proposing sponsorship to is a gearhead, this could work out perfectly. Nothing like getting a sponsor hungry to get faster and spend more money on you.

I haven't done this, so I don't know if it works or not, but in the past I've given free co-drivers to techs for working on my car. I'm not a mechanic, they don't have the means to race, it works out for both of us and saves me hundreds of dollars.

 

I think Dennis hit most of the nails on the head. I would believe, and would approach it myself, that it basically works down to being whatever the sponsorship agreement entails. More clearly, if the sponsor wants to add a little bit more money to cover the costs of such items (banners, stickers, keychains, etc.), then that would be part of the writing in the agreement. If they won't, you either accept that part of the sponsorship money will go towards those items, or decide that this sponsorship is not worth it. I would think that at this level, ANY money you can get out of someone is worth it, as long as you can meet the demands of the sponsor. If you get a sponsorship check for $500, for example, but must spend $150 of it on adverts, well, you're still up $350, which is more than you started with. I think getting too nit-picky may ruin the deal in the end. But more power to you for going out there and getting it done the right way, Shmeek. The website looks great, by the way.