Sponsors
Everyone should embrace the concept of sponsors and acknowledge that sponsors serve a vital role in the life cycle of successful racing organizations.
Most people understand the concept of sponsors, but once they start the trek to engage they understand how difficult this topic can be.
Motorsports are typically expensive, and if you are fortunate enough to get any sponsors they can help lift some of that load.
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Sponsors for Riders
What do you have to offer? Don't think about approaching a sponsor and asking them for anything until you have thoroughly thought about what you have to offer.
Everyone likes to be associated with winners. If you are a proven winner, you have a sponsor advantage that others do not have. Make sure you keep track of your wins and always know those numbers. Photos of a bounty of trophies are quick proof that you frequent the podium.
If you regularly podium, that is something to point out to your sponsors. Make sure they understand that if you are on the podium you will have an opportunity to mention your sponsors... and that you will do it. When you mention your sponsor, make sure your sponsor sees/hears it (if on video, share the video).
It's time to get creative. Look for anything that you do that gives you an opportunity to talk about your sponsor, then send the proof of this to your sponsor (or potential sponsor)... so they know that the opportunities exist and that you follow through.
Ask
This is pretty straight forward. If you don't ask, you have no idea whether it is possible. Getting told "no" is part of the process... don't take it personal, just say thanks and move on. In some cases, when you get told no - it is a good idea to ask what their requirements for sponsorship are, so you can take note and ask later when you meet the requirements.
Ask Early
Most sponsors have a limited amount of funding/product allocated for advertising or sponsorship. Once it is gone, they are done... in some cases, no matter how good you are. Get your act together, and contact sponsors as soon as you have a plan for the next season.
Hire a Professional
There are correct methods that professionals use to create maximum opportunities. Who you ask, how you ask, what you ask, and how you prepare are skills that are best improved upon with practice... and professionals obviously have practice. NOTE: common sense says that I wouldn't pay someone $5000 to get me $3000 of free products... cuz I could have just saved $2000, bought it myself, and slapped a sticker on.
Don't Want the Hassle
Hate having to ask folks to sponsor? If you can afford to buy everything on your own, and don't want sponsors - nobody forces you to engage this process. But realize that you are missing opportunities and by not associating yourself to products or services, you are failing to help the fiscal productivity of the sport you are involved in. All motorsports need to have active sponsorship to maximize their potential... that is a fact.
Sponsors expect you to speak positively about them, and to speak often. EVERY opportunity you get to bring up how much you like the sponsor to others, you need to take advantage of.
The Podium
Normally, you will not have many opportunities to be placed in front of groups of people that could be potential customers of your sponsors... but the podium is PRIME TIME. Never miss this opportunity.
Video
If video is rolling, there is no better time to mention your sponsor because video is repeated over and over and over... each time repeating the nice thing you had to say.
Give Details
When you have 20 sponsors, it is hard enough to mention them all... but you should at least try to rotate implanting some personal details about the sponsor... specific details about how the product or service helped you. This is "gold" to a sponsor and what they long to hear.
Don't Forget Them
This one is pretty touchy, but drives home the point... if you have six sponsors and you mention five of them, be assured that if your sponsor is watching you - they will notice and they will remember that you failed to maximize the opportunity. Have a sponsor see that twice and the sponsor should be looking for other opportunities or people that will not forget.
If you have experience, when you start your new season - you should be seeking full sponsorships. Once you have some full sponsorships, when you approach the next sponsors you can advise them that you currently have full sponsors and that is what you are seeking. If they only offer you a discount, you may want to thank them and ask them to email you the offer (this gives you some time to ponder what you want to do). You should select the sponsor based on the brand that you want to be associated with. It is much easier to help promote a product you are a fan of. In motorsports, product selection is much more important than say "professional ping pong"... because your life could be dependent on your choice.
Once you have a sponsor, you should do everything you can to fully support that sponsor. Document what you do, and send them that documentation. Touch base with them during the season (especially if you have successes and proof to show them that you are supporting them). Treat your sponsors like gold and they may become repeat sponsors. NOTE: when you get a repeat sponsor, it is important to let potential sponsors know that you have repeat sponsors... this let's them know that other sponsors liked your relationship enough to continue.
Sponsors for Organizations
You basically have the same steps and responsibilities as the racers. Evaluate what you have to offer, if possible show them some proven history, point out things the sponsor may not be thinking about, ask early, and be persistant.
Measure Success
Organizations and sponsors should point their participants to the sponsor expectations. If all of the participants are executing sponsor expectations, everyone will know that people are trying to participate in growth for the sport.
