How to Sponsorship

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Discussion

sausage76

Original Poster:

350 posts

122 months

Saturday 16th August 2014
quotequote all
Just wondering if anyone can help me with the below.

I help a mate out with his car and we are currently planning already for next season. We are putting together a sponsorship proposal with details etc etc.

What I was wondering is has anyone got any tips or advice when completing one? Any info would be great.

Thanks

37chevy

3,280 posts

155 months

Saturday 16th August 2014
quotequote all
Ok first off it's not a sponsorship proposal it's a marketing proposal, sponsorship infers a company is going to give you money and your going to go racing with it...where as what all companies want is a marketing parter where they are going to get a 'return on investment'....if they aren't getting anything room you, forget about it, they won't give you a penny.

A key thing to remember through the whole proposal is what you can give a company in return for their products, services or money....remember you don't necessarily just want money, parts, services, products are just as important, and usually very useful....and companies tend to be more willing to give them away or at a discounted rate.

The key to a good proposal is to be concise, to the point and remember those words, 'return of investment'

You should have a covering letter saying who you are, what the car is, what championship you race in, and most importantly what you can give them!..don't waffle, it wastes there time and a company will just throw it in the bin after getting bored.

Next you want a page about the car and championship, often it's good to put a map on of all the circuits you race at so they can see where their coverage is.

If you have any magazine cuttings, photos of the car, of you with trophies etc, then that's always good to throw in, to show that you have form of being able to give them exposure.

Your propsal should then have a page about what you can give them for their return of investment....they want to know their company is going to be seen, so show them tv figures, internet hits, spectator attendance figures, any car shows you do, what you can do for them in terms of promotional events etc.

Then lastly you want to show them what it will cost for various levels of sponsorship, say bronze, silver, gold and platinum, for instance platinum would cost £x and then underneath bullet point what they get etc full livery in companies design, free VIP passes to race days, passanger rides on track days mention in all interviews, car available for of panties own promotional events etc etc

Sponsorship isn't simple, it's not easy to get, and you very rarely get money. You have to be prepared to work hard for it, porn yourself out a lot of the time...let's face it, if someone walked up to you in the street and asked you to give them 10 grand to do a bike ride, you'd tell them to get fked!

On the flip sided of all that, most sponsorship you see at club level will be friends and families companies....tends to be who you know, and it will be small gestures, parts or services rather than money...you may get lucky but it's a tough world out there, even with the best written proposal be prepared to send hundreds of them out and get no replies

Adam


Kickstart

1,061 posts

236 months

Saturday 16th August 2014
quotequote all
Without being too defeatist you/your pal might find it more productive to do overtime/part time business than putting in lots of time chasing commercial sponsors for club racing

As has been said above most sponsors in club racing tend to be family/friends

Good luck

Jerry Can

4,422 posts

222 months

Saturday 16th August 2014
quotequote all
a few other things to consider:

go to your local industrial or enterprise estate. Take a look in the car park, see if the managing director drives anything interesting. E.g, if he drives a Noble then chances are he has an interest in cars.

Consider offering a track day in your car as an incentive to the sponsorship proposal. That is , stickers, press coverage, races and the best salesman in the business gets a day in the car, don't forget to calculate the cost of this into your proposal.

Consider what potential clients your targeted businesses would like to meet, can you arrange a corporate day where someone from that business is going to be there - see point above.

As others have said, it is difficult to cold call a business and ask for 10k, you'd be better off starting small - asking for tools or parts and then if you build the relationship asking for more as the years go by. It could be as simiple as going to your local motor factors and asking of you could be put on trade terms, which could save you 30% on parts.

ask for amounts of sub £1k, any more will require approval from directors and will take longer, also middle managers are unlikely to ask their bosses to help you.

if you are racing a saloon car, consider writing to that marques aftersales marketing or parts manager at head office. they will have a small marketing budget to promote their parts trade clubs. If you were racing in the 750mc clio championship for example then Renault could be interested because of the age of the car, but also, the championship will have lots of people who work as mechanics and buy their parts for their customer's elsewhere.

A dealer might also be a good place to start, you could ask for the loan of a van. Generally this could be a zero cost sponsorship to the dealer, as the van could be loaned to you at dealer cost, then sold on after 6 months for a small profit. The dealer gets an additional registration, use of the race car for promotions, track days for customers etc, and you get the use of a new van.

fundamentally however, sponsorship to be successful requires motivated racers, both in terms of knocking on doors but also keeping the relationship going. It is not a case of " can I have £5000, for a sticker on my car " and then forgetting about them.

hope this helps.

sausage76

Original Poster:

350 posts

122 months

Saturday 16th August 2014
quotequote all
Thanks a lot for the comments. I am the man writing the proposal, I have a friend who has a marketing business and currently writes proposals for clients. Non motorsport but will be a massive help.

We have got a starting proposal that we will develop over the next few months ready for next year. Luckily my mate has a couple of big names that give him free stuff already that are on the car for next year already so that's a bonus.

The championship he runs in doesn't need big money so a few decent sponsors with a bit of free equipment, engine power parts and fingers crossed some cash would be massively useful.


37chevy

3,280 posts

155 months

Saturday 16th August 2014
quotequote all
sausage76 said:
Thanks a lot for the comments. I am the man writing the proposal, I have a friend who has a marketing business and currently writes proposals for clients. Non motorsport but will be a massive help.

We have got a starting proposal that we will develop over the next few months ready for next year. Luckily my mate has a couple of big names that give him free stuff already that are on the car for next year already so that's a bonus.

The championship he runs in doesn't need big money so a few decent sponsors with a bit of free equipment, engine power parts and fingers crossed some cash would be massively useful.
What does he race just out of interest

TobyLaRohne

5,713 posts

205 months

Sunday 17th August 2014
quotequote all
Some fantastic advice here.

I'd like to echo that you should look for what you need before looking for cash investments.
I realised I needed:
1) storage for spare parts and wheels
2) somewhere to work on the car with all the gear
3) someone to help maintain the car visually (getting a full wrap isn't cheap)!
4) free/discounted parts

I aimed low in my first season and asked locally for (and secured) the above, which helped greatly!

Incidentally I had a look around on the internet and there are certain companies who offer sponsorship in return for either free or trade price on parts in return for using and promoting their products...

http://www.mishimoto.com/sponsorship-new.html

a little bit of effort resulted in heavily discounted race radiators, fans, thermostats, oil coolers and anything else I need that they sell!

This year I've pitched for some financial support in addition to the above sponsors.

I've also decided to sell 6inch by 6inch squares on the roof to anyone who'll buy it, to do with as they please, all I've asked for is that they donate 40 quid to a local charity and show me evidence of the donation.

I might not be getting anything out of it financially but I am raising money for charity as well as raising my profile locally and making myself a more attractive prospect as a marketing opportunity!

anonymous-user

53 months

Sunday 17th August 2014
quotequote all
TobyLaRohne said:
Some fantastic advice here.

I'd like to echo that you should look for what you need before looking for cash investments.
I realised I needed:
1) storage for spare parts and wheels
2) somewhere to work on the car with all the gear
3) someone to help maintain the car visually (getting a full wrap isn't cheap)!
4) free/discounted parts

I aimed low in my first season and asked locally for (and secured) the above, which helped greatly!

Incidentally I had a look around on the internet and there are certain companies who offer sponsorship in return for either free or trade price on parts in return for using and promoting their products...

http://www.mishimoto.com/sponsorship-new.html

a little bit of effort resulted in heavily discounted race radiators, fans, thermostats, oil coolers and anything else I need that they sell!

This year I've pitched for some financial support in addition to the above sponsors.

I've also decided to sell 6inch by 6inch squares on the roof to anyone who'll buy it, to do with as they please, all I've asked for is that they donate 40 quid to a local charity and show me evidence of the donation.

I might not be getting anything out of it financially but I am raising money for charity as well as raising my profile locally and making myself a more attractive prospect as a marketing opportunity!
In all honesty, the first three things you list aren't that expensive or difficult to get and almost anyone can get the 4th item. None of them are significant or 'real' sponsorship and won't make much of an impact on the cost of racing anything worthwhile.

TobyLaRohne

5,713 posts

205 months

Sunday 17th August 2014
quotequote all
REALIST123 said:
In all honesty, the first three things you list aren't that expensive or difficult to get and almost anyone can get the 4th item. None of them are significant or 'real' sponsorship and won't make much of an impact on the cost of racing anything worthwhile.
In all honesty you obviously have no idea what you're talking about.
Ok Mr "almost anyone can get discounted/free parts"..prove me wrong, go find a brand new K20a Spoon built engine for $4,000USD including the gearbox and lsd including shipping from Japan...oh and I need it in 4 weeks.

What would you catagorise as "real" sponsorship?
..and what would you catagorise as "something worth racing"?

..how much exactly do you think I saved last year from those first three insignificant things? a grand? two? five grand? Actually I saved over 10,000GBP. Of course thats nothing, everyone on PH can afford to piss 10k up the wall when they're starting out racing.

...infact actually don't bother posting up a reply to the above it will just be the bile of an inexperienced plonker.

Its pretty obvious you have nothing positive to contribute and have no idea what you're talking about.nono

I fart in your general direction!


Edited by TobyLaRohne on Sunday 17th August 18:03

37chevy

3,280 posts

155 months

Sunday 17th August 2014
quotequote all
TobyLaRohne said:
In all honesty you obviously have no idea what you're talking about.
Ok Mr "almost anyone can get discounted/free parts"..prove me wrong, go find a brand new K20a Spoon built engine for $4,000USD including the gearbox and lsd including shipping from Japan...oh and I need it in 4 weeks.

What would you catagorise as "real" sponsorship?
..and what would you catagorise as "something worth racing"?

..how much exactly do you think I saved last year from those first three insignificant things? a grand? two? five grand? Actually I saved over 10,000GBP. Of course thats nothing, everyone on PH can afford to piss 10k up the wall when they're starting out racing.

...infact actually don't bother posting up a reply to the above it will just be the bile of an inexperienced plonker.

Its pretty obvious you have nothing positive to contribute and have no idea what you're talking about.nono

I fart in your general direction!


Edited by TobyLaRohne on Sunday 17th August 18:03
Agreed, sponsorship can start from small amounts, none of it is 'easy' to get, if you can get tyres for half price, or some free oil from halfords, or trailer hire for free, space in your local workshop, it all adds up massively....what might not be a big amount to some, can be a massive help to others. If I could get a set of tyres for half price, at 500 quid a pair I'd be well chuffed, or free oil so I do to have to pay for it every couple of meetings, it would save me a couple of hundred quid a year, or new spark plugs at 60 quid a set, workshop space so when I rebuild an engine I don't have to fork out 250 quid to buy an engine crane....or getting a new wrap on the car for free, that's just saved me 600 quid, Christ that's all saved me a grand a year already.....small things that you don't class as real sponsorship have just saved me a grand and made a big impact on my budget for the year....I do sportsman drag racing, I wouldn't class why I do as 'not worthwhile' as you put it, but saving a grand has just pid for all my entry fees for the year....every bit helps, and clearly you have no value of money if you don't think a grand is worth saving


Edited by 37chevy on Sunday 17th August 18:23

TobyLaRohne

5,713 posts

205 months

Sunday 17th August 2014
quotequote all
Sorry OP for derailing the thread, promise I wont reply if numpty gets back to us on how anything less then an F1 car isn't worth racing and any deal worth less than a couple of mill isnt even worth getting out of bed for.

sausage76

Original Poster:

350 posts

122 months

Sunday 17th August 2014
quotequote all
37chevy said:
What does he race just out of interest
He competes in the British Drift Championship, ok not strictly racing so some might hate and slate.

anonymous-user

53 months

Sunday 17th August 2014
quotequote all
TobyLaRohne said:
REALIST123 said:
In all honesty, the first three things you list aren't that expensive or difficult to get and almost anyone can get the 4th item. None of them are significant or 'real' sponsorship and won't make much of an impact on the cost of racing anything worthwhile.
In all honesty you obviously have no idea what you're talking about.
Ok Mr "almost anyone can get discounted/free parts"..prove me wrong, go find a brand new K20a Spoon built engine for $4,000USD including the gearbox and lsd including shipping from Japan...oh and I need it in 4 weeks.

What would you catagorise as "real" sponsorship?
..and what would you catagorise as "something worth racing"?

..how much exactly do you think I saved last year from those first three insignificant things? a grand? two? five grand? Actually I saved over 10,000GBP. Of course thats nothing, everyone on PH can afford to piss 10k up the wall when they're starting out racing.

...infact actually don't bother posting up a reply to the above it will just be the bile of an inexperienced plonker.

Its pretty obvious you have nothing positive to contribute and have no idea what you're talking about.nono

I fart in your general direction!


Edited by anonymous-user on Sunday 17th August 18:03
Hi Toby.

I won't be posting on here again, so you can put the handbag away. I should have known better than to correspond with st for brains dreamers who, on the one hand seem to think they've made it, and on the other think £10K is a significant amount of money.

Maybe it is to someone who doesn't have the space to garage his car, I don't know.

Plenty on here know who I am and what my experience is; you lead these guys astray if it massages your ego.

Edited by anonymous-user on Sunday 17th August 23:03

BritishRacinGrin

24,602 posts

159 months

Monday 18th August 2014
quotequote all
You aren't talking any sense, 'realist'.

TobyLaRohne

5,713 posts

205 months

Monday 18th August 2014
quotequote all
sausage76 said:
He competes in the British Drift Championship, ok not strictly racing so some might hate and slate.
Well I hope "realists" contribution to the thread helped you hehe


Anyways buddy I hope you manage to find a few business owners who'll want to get involved, regardless of what has been said, my experience is that it isn't easy and you can't just walk into an office, ask to speak to a manager and command whatever sponsorship deal you want.


37chevy

3,280 posts

155 months

Monday 18th August 2014
quotequote all
REALIST123 said:
Hi Toby.

I won't be posting on here again, so you can put the handbag away. I should have known better than to correspond with st for brains dreamers who, on the one hand seem to think they've made it, and on the other think £10K is a significant amount of money.

Maybe it is to someone who doesn't have the space to garage his car, I don't know.
Edited by REALIST123 on Sunday 17th August 23:03
Plenty on here know who I am and what my experience is; you lead these guys astray if it massages your ego.



ok get off your soapbox.....

1) who seems to think they've made it on here...I have heard no such claims..the only person who seems to think that is yourself since people know who you are and your experience
2) 10k is a significant amount of money in anyones eyes....
3) the original poster races a drift car, I bothered to ask that question, so all the advice given is very relevant and the type of sponsorship that isn't just money could significantly reduce costs....ie free tyres

exactly what do you think is a significant amount of money or sponsorship worth chasing....???? for someone who is meant to be a REALIST...you aren't exactly very in touch with the world....free parts or discounted products can make a big impact on someones budget....

....and another thing....I find it incredibly INSULTING that people who race in classes or have cars where discounted parts/ workshop space isn't 'worthwhile' as you put it!....I find what I do very worthwhile, yeh its club racing, but it keeps tracks, and suppliers in business....


so go on, who are you then big shot??? care to give any useful advice rather than putting people down, saying everything in the world is not worthwhile and making yourself look like a complete and utter cock

sausage76

Original Poster:

350 posts

122 months

Monday 18th August 2014
quotequote all
TobyLaRohne said:
Well I hope "realists" contribution to the thread helped you hehe


Anyways buddy I hope you manage to find a few business owners who'll want to get involved, regardless of what has been said, my experience is that it isn't easy and you can't just walk into an office, ask to speak to a manager and command whatever sponsorship deal you want.
Thanks. YEah we have already had a couple of people who we have moved to the next stage with and thats just from having a sticker on the car saying sponsors needed. So that good.

As you say we are trying to get small steps from smaller places and not go straight for the big companies as that will eman lots of hoops to jump through.

We will be trying our hardest come Sept/Oct to move things along

sausage76

Original Poster:

350 posts

122 months

Monday 18th August 2014
quotequote all
O yeah and if we could get 10K that would eman we could compete in about three championships in Europe next year.

So who's going to step up with that much smile

AndyAlfa18

52 posts

124 months

Monday 18th August 2014
quotequote all
As someone who sponsors teams / racers, I've always found the "stickers on cars" route to not be terribly worthwhile - unless you wrap the whole car, there's little to be gained commercially from a 6" x 6" sticker. But what we have always been a fan of, is those drivers/teams who are very active in Social Media. Most racing drivers love talking about themselves and telling others how great they are - and most of the relevant motorsport community engage in Social Media nowadays.

Setting up FB and Twitter accounts and constantly feeding info thro those channels - including giving sponsors regular shoutouts - is a positive way to get thro to an audience. And every mention helps sponsosrs with their "Google" hits ratings.

sausage76

Original Poster:

350 posts

122 months

Monday 18th August 2014
quotequote all
AndyAlfa18 said:
As someone who sponsors teams / racers, I've always found the "stickers on cars" route to not be terribly worthwhile - unless you wrap the whole car, there's little to be gained commercially from a 6" x 6" sticker. But what we have always been a fan of, is those drivers/teams who are very active in Social Media. Most racing drivers love talking about themselves and telling others how great they are - and most of the relevant motorsport community engage in Social Media nowadays.

Setting up FB and Twitter accounts and constantly feeding info thro those channels - including giving sponsors regular shoutouts - is a positive way to get thro to an audience. And every mention helps sponsosrs with their "Google" hits ratings.
Excellent news as we are on the whole social media thing. And can always start a new page if needed. So that's all useful info, Cheers