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Open the phonebook, watch TV. Keep your eyes and ears open. More and more unusual sponsorships are popping up. We’ve seen other sports teams; movie previews and cartoon characters all show up on the side of a race car. The reality is who you know, counts.
Parallel marketing: Take the time to look at the sponsors on your competitors’ cars. Are there similar companies that could benefit from sponsorship? If Car #1 is sponsored by Red Jellybeans Co. then approaching Green JellyBean Co. their peer may prove fruitful. How so? By proving that a good motorsports marketing campaign {sponsoring you} can help get them exposure and market share - such as Red Jellybean Co. has already done with your fellow racer.
How to get a sponsor: you ask! Let’s not forget WHY a company would sponsor you - it’s to market their service or product. This is the most important point you have to remember when designing your proposal. It’s easy to ask for money but it is difficult to validate why you need it. A simple “to race” is not enough. Sponsors are looking for value. By giving you money - they expect a program that will generate sales and advertising that is equal to or better than if they gave the money to a media outlet.
Be prepared for disappointment. Rejection - It’s a part of the game. Always politely ask for the reason your request was denied. I say this since there is a difference between an economic downturn/marketing budget cuts and a badly written proposal. We can change the latter. It’s important to try - because really the worse thing a potential sponsor can say is “No” and sooner or later one just may say “Yes”.
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