So, what did you do wrong? Maybe nothing, maybe everything. Your first mistake was ever getting into a business like racing in the first place. But, I know, you have to race. OK, if you are going to do this, then let’s try and get you some money.

Don’t expect this short article to be the bible of sponsorship hunting. I have had some small success with selling sponsors in my 20 years of racing, but they have never been the “great sponsor” that pays all the bills. They have been small deals that covered costs, provided products, or offered free services. In fact I have spent most of my efforts finding ways to pay for racing without sponsorship because it’s so hard to get! There are some terrific books out there about this subject, read them all! One of the best is called Sponsorship and the World of Motor-Racing by Guy Edwards.

All right, it's time to stop your whining and lets accept some of the hard realities about racing sponsorship. You won't like this part much ...

• NASCAR is racing in the US. Period. If you race anything besides a Winston Cup car, especially if it turns right and left, you are in for a hard road ahead. Most non-racing people think of stock cars when you say the word “racing” to them. Deal with it. Find things that your series offers that NASCAR doesn’t. Don’t laugh, they are there. Always remember that you are not selling stickers on the side of a race car. In most cases, they are not worth the cost of the stickers to any sponsor.

Sponsorship

How to Find Money

Press Releases

What is a Media List?



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