How do you get sponsorship?
Discussion
There have been many posts on this subject - many very good - so spend an eveing trawling through these.
Bottom line is, think about what you can offer over and above a logo. Think "PR" package - hospitality options for the sponsor, etc. Are you prepared to prostitute yourself (not in the literal sense) , do you have the time?
Don't think like a driver looking for sponorship. Think like a potential sponsor. What would you expect? What do you need to see as a return?
My advice is to treat it like a business proposition. Make the car and the racing and you almost secondary to the opportunities that you can bring.
As I say, others better equiped than I to get into the detail.
Bottom line is, think about what you can offer over and above a logo. Think "PR" package - hospitality options for the sponsor, etc. Are you prepared to prostitute yourself (not in the literal sense) , do you have the time?
Don't think like a driver looking for sponorship. Think like a potential sponsor. What would you expect? What do you need to see as a return?
My advice is to treat it like a business proposition. Make the car and the racing and you almost secondary to the opportunities that you can bring.
As I say, others better equiped than I to get into the detail.
Yes, all about the return for the sponsor. In club racing there is little point in wearing a logo for all of the twelve people who are watching (maybe slightly more so for competitors, depending on the product/service of the company) so you have to think what else you can offer. Also think about who is making money out of your racing i.e. an awning company who would like to sell their awnings to all of the people in your paddock, they may be more willing to come to an agreement. And the last way is knowing rich company directors.
I would have thought with the example you used of the tyre company you might be better off asking for a set at cost with free fitting in exchange for advertising at least that way your not costing them anything so i would imagine it would be an easier pitch.
I'm quite lucky in that my boss may sponsor me, however i'm sure he'll expect me to do some sort of pitch, but i can't really think of a very good reason for him to do so.
I'm quite lucky in that my boss may sponsor me, however i'm sure he'll expect me to do some sort of pitch, but i can't really think of a very good reason for him to do so.
Having spent ten years working for teams, rights holders and sponsors I have pretty well seen it all. There is no simple answer, but at a lower level you need to prove two things to the companies you are approaching.
1. You can put their logo and corporate message across more successfully than traditional advertising / PR / above the line communication, and that it will reach new customers and persuade them to change their buying decision.
2. You will be successful, offer something different than the competition and deliver a message that sits well with what you are doing and suits the 'image' of your backers / investors. Don't use the word sponsor.... use partner, investor or whatever works.
1. You can put their logo and corporate message across more successfully than traditional advertising / PR / above the line communication, and that it will reach new customers and persuade them to change their buying decision.
2. You will be successful, offer something different than the competition and deliver a message that sits well with what you are doing and suits the 'image' of your backers / investors. Don't use the word sponsor.... use partner, investor or whatever works.
Dont pitch it as sponsorship. To start with aim at things which wont actually cost them any money i.e. get trade price and free fitting on your tyres, your using there time not asking them to fork money out for you.
As a sponsor they will want something out of it. You need to convince them what your offering them is of equal worth to what you want in return, find a way to do that and you'll be onto a winner
As a sponsor they will want something out of it. You need to convince them what your offering them is of equal worth to what you want in return, find a way to do that and you'll be onto a winner
There was a book sold by Guy Edwards for 300+ quid about 10 years ago that said exactly what to do. He was the master of getting sponsorship. At the time a lot of people commented that the price was steep but he maintained it was excellent value.
Now I am older I see what a bargain it would represent I'd suggest you look into getting a copy.
Now I am older I see what a bargain it would represent I'd suggest you look into getting a copy.
Its more than a little dated that book. The whole geography of sponsorship has now shifted and it operates in a new dynamic. Today any sort of deal is done on what can be done for the image of the backer, not its profile nor the Chairman's whim!!
Approach local companies, stay away from PLC's start off looking for deals of 200-1000 GBP and put together a portfolio of what you are doing, your enthuasiam, what the racing will offer and any media coverage it gets be it from TV, local radio, page impressions on the web or whatever.
Passion still sells, non originality does not!
Approach local companies, stay away from PLC's start off looking for deals of 200-1000 GBP and put together a portfolio of what you are doing, your enthuasiam, what the racing will offer and any media coverage it gets be it from TV, local radio, page impressions on the web or whatever.
Passion still sells, non originality does not!
Forgive me, what's RGB?
If you’re scratching already, things are not looking good.
So how about something simple: select 10 (non-competing) businesses using as much local intelligence as you can, target their main men and invite them along to your local circuit on a good race day, using a hospitality suite (get them involved). Park your shiny race car outside and have some decent presentation made up as suggested above. Sort out a sweet young female thing exposing as much flesh and brains as you can afford, to hand them out- and make friends, have fun, give them a good day out.
Make sure you talk to some experts as above, get the gist of what motor racing can do as a media, and then network like hell, particularly with race, championship organizers and headline sponsors. (Ask them why they're involved?)
Hit the spell check and away you go! Next?
If you’re scratching already, things are not looking good.
So how about something simple: select 10 (non-competing) businesses using as much local intelligence as you can, target their main men and invite them along to your local circuit on a good race day, using a hospitality suite (get them involved). Park your shiny race car outside and have some decent presentation made up as suggested above. Sort out a sweet young female thing exposing as much flesh and brains as you can afford, to hand them out- and make friends, have fun, give them a good day out.
Make sure you talk to some experts as above, get the gist of what motor racing can do as a media, and then network like hell, particularly with race, championship organizers and headline sponsors. (Ask them why they're involved?)
Hit the spell check and away you go! Next?
Don't just aim for companies within the motorsport/car/transport industries.
Look around you, all the shops, restaurants, businesses, etc. are potential sponsors. Be slightly more enlightened about who is running those companies though. Yes the old fashioned half naked girl will get you some attention but don't forget that there are plenty of ladies out there running their own business who will be equally put off by that kind of stuff.
As others have said think of things you'd need to run a day at the race track, again not just for the car but for the people who are going to be cheering you on. Approach local catering companies, clothing suppliers, printers, etc.
It's easy to say, and hard to do, but try to come up with an angle no one else is using. Good Luck!
Look around you, all the shops, restaurants, businesses, etc. are potential sponsors. Be slightly more enlightened about who is running those companies though. Yes the old fashioned half naked girl will get you some attention but don't forget that there are plenty of ladies out there running their own business who will be equally put off by that kind of stuff.
As others have said think of things you'd need to run a day at the race track, again not just for the car but for the people who are going to be cheering you on. Approach local catering companies, clothing suppliers, printers, etc.
It's easy to say, and hard to do, but try to come up with an angle no one else is using. Good Luck!
IF looking for sponsorship you also need to consider your own return. Ok they may give you money or parts, but you need to factor in how much work you need to do to service the sponsor and find new sponsors. Then compare that time and effort ( and extra pressure on you to perform) to simply raising more cash yourself.
Its great to have lots of sponsors, but if all your spare time is taken up with taking the car to shows or appearences for them, setting up hospitality at the races, and then running around keeping them happy it can take the enjoyment out of it, I've seen it happen.
Dont underestimate the added pressure as well, when its all down to you fair enough, when you've got someone supplying your engines, somone else pumping money in, Others supplying parts and maybe trackside help. all with their name on the car.
Its great to have lots of sponsors, but if all your spare time is taken up with taking the car to shows or appearences for them, setting up hospitality at the races, and then running around keeping them happy it can take the enjoyment out of it, I've seen it happen.
Dont underestimate the added pressure as well, when its all down to you fair enough, when you've got someone supplying your engines, somone else pumping money in, Others supplying parts and maybe trackside help. all with their name on the car.
One thing that people forget is that it's a two way street. Think of it like going into a shop, only you are the shop keeper, and you want someone to give you money for some of your goods. Do you have goods that the customer wants to buy, and if they do buy, what are they getting?
Some are happy to support you for a sticker on the car, some won't consider it unless they get something better in return. That might be a couple of freebie tickets for a race meeting, and you pampering them while they're there.
The big word in may deals is "Hospitality". Sell them that, sell them the day out - not forgetting that at nearly all meetings, it has to be arranged through either the venue or the hosting club.
Be prepared for 99.9% of your enquiries to come to nothing. Having spent most of 2007 contacting potential sponsors, chasing the interested ones, I would say that it has almost cost me as much to court potential backers as I have raised from those who have paid up.
Perhaps for 2008, I may get lucky and find one that pays all of the bills!!
As always though, it's not what you know, buy who you know.
Some are happy to support you for a sticker on the car, some won't consider it unless they get something better in return. That might be a couple of freebie tickets for a race meeting, and you pampering them while they're there.
The big word in may deals is "Hospitality". Sell them that, sell them the day out - not forgetting that at nearly all meetings, it has to be arranged through either the venue or the hosting club.
Be prepared for 99.9% of your enquiries to come to nothing. Having spent most of 2007 contacting potential sponsors, chasing the interested ones, I would say that it has almost cost me as much to court potential backers as I have raised from those who have paid up.
Perhaps for 2008, I may get lucky and find one that pays all of the bills!!
As always though, it's not what you know, buy who you know.
thunderbelmont said:
The big word in may deals is "Hospitality". Sell them that, sell them the day out - not forgetting that at nearly all meetings, it has to be arranged through either the venue or the hosting club.
As always though, it's not what you know, buy who you know.
As always though, it's not what you know, buy who you know.
I have had a little success in the past by offering hospitality. Nothing particularly extravagant, I got a few mates to organise a BBQ on race days and they invited staff and customers. I also offered track days in the race car which went down particularly well. They paid the costs I just offered the cars.
However I would also agree that it is not what you know but who you know and it also helps if they have an interest in cars/motorsport.
1 said:
thunderbelmont said:
The big word in may deals is "Hospitality". Sell them that, sell them the day out - not forgetting that at nearly all meetings, it has to be arranged through either the venue or the hosting club.
As always though, it's not what you know, buy who you know.
As always though, it's not what you know, buy who you know.
I have had a little success in the past by offering hospitality. Nothing particularly extravagant, I got a few mates to organise a BBQ on race days and they invited staff and customers. I also offered track days in the race car which went down particularly well. They paid the costs I just offered the cars.
However I would also agree that it is not what you know but who you know and it also helps if they have an interest in cars/motorsport.
Rob.
belleair302 said:
Its more than a little dated that book. The whole geography of sponsorship has now shifted and it operates in a new dynamic. Today any sort of deal is done on what can be done for the image of the backer, not its profile nor the Chairman's whim!!
Are you referring to the same book? It's certainly not about getting whimsical donations from wealthy benefactors. It's about doing business.Sure, there are a few thing sout of date with regard to technology, but you simply translate that for the modern world. E.G, instead of taking the suggested slide projector with you, take a laptop with PowerPoint on it, or have a website ready. That sort of thing.
But the main gist of how to get the funding is just as relevant today as it ever will be. It's about attitude, creating opportunities for prospects and presenting them in the most professional way, irrespective of whether you want free spark plugs for your grasstracker or £3million for a Le Mans corporate partnership.
Yes the basics are the same, but pitching, deliverables, results and competition are today so different. Companies today re being bombarded with requests, agencies are now employed to handle 'begging letters' and more people now have an understanding about how to make 'marketing and sponsorship'campaigns become more integrated into corporate advertising.
Asking a local business for a few hunderd pounds here and there is hard work, with a less than one in 200 success rate. Employ some 21st century science and evaluate opportunities.
The Guy Edwards book is a guide but there are many better publications and articles out in cyberspace with examples too!!
Asking a local business for a few hunderd pounds here and there is hard work, with a less than one in 200 success rate. Employ some 21st century science and evaluate opportunities.
The Guy Edwards book is a guide but there are many better publications and articles out in cyberspace with examples too!!
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