How to Apply for a Sponsor for Racing

NASCAR, drag racing, drag bikes and motocross all use sponsors for their programs. Getting a sponsorship from a major product company can be challenging. However, with persistence and a good plan, a sponsorship can be obtained. A sponsorship can be a valuable marketing and advertising tool for a company. If the race team is successful, people associate that success with the product. Aside from just translating into sales, sponsorship also raises product awareness. The benefit to the racing team is the funding of team activities along with parts and/or training. The best sponsorships are mutually beneficial to both parties.

Things You'll Need

  • Business proposal.
Show More

Instructions

    • 1

      Research businesses that are right for sponsorship opportunities. Identify the companies that advertise in racing sports. Watch the Speed channel, ESPN and TV commercials. Also read newspaper sports sections.

    • 2

      Contact the promotional or marketing department of your target business. Call the advertising representative and ask what the company's advertising goals are. Explain how supporting your race team can help the company achieve those goals. Find out whether the company has sponsorship programs or existing sponsorships with racing teams. If the company has sponsorships, note what types they are. And find out what types of racing the company supports. Does it seem to favor one sport? Does it sponsor multiple teams? Also, find out the level of sponsorship provided, if you can.

    • 3

      Contact your local track or race series manager. Negotiate for advertising space at the track on billboards and in the program. Also negotiate the right to sell the sponsor's product at the souvenir shop or concession stand. If possible, negotiate a discounted rate.

    • 4

      Write a proposal. Describe why sponsoring your product is right for the business you are approaching. About 10 percent of the proposal should be about you and/or your team. The next 10 percent should be about racing. The remaining 80 percent should be about the benefits to the company of sponsoring your team.

    • 5

      Submit your proposal to the company via email as a PowerPoint presentation, if possible. You can also submit the proposal by mail.