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Author Topic:   Sponsorship angles
jammin
Dirt Administrator

Total posts: 3279
posted January 08, 2000 11:45 PM UIN: 16262997
I thought I would start a thought on what people use as sponsorship angles. What you do to get their interest, and what you do to land them, then what you do to keep them. Anyone got any input, this is something everyone needs to talk about in our sport.

modman
Dirt Administrator

Total posts: 40
posted January 10, 2000 08:03 AM
Well, I think that getting sponsors is an ordeal that most racers don't like to do, but its a necessity to do it these days to race. This sport is expensive and requires as much capital as possible to run a car.

MillerMotorsports
Dirt Roller

Total posts: 25
posted January 11, 2000 02:05 AM
Don't be selvish when trying to bag a sponsor. If they seem interested.... try to sell them on sponsoring a night, buying a billboard at the track and so on. That way not only you are benfiting from the sponsorship but our sport is as well. And they will sorta get a package deal.

For example tell them you will have your racecar on display from 3-6 on the night that they sponsor at the track. That way they get double for what they are paying for.

You can also work out deals on certian things. Their name only on the enclosed trailer if they help you purchase the trailer. Their name on the back of the crew shirts if they help you pay for the majority of that item and so on.

The main thing in marketing is to get the fan to associate your race car with a certian product or business. That way it benefits the both of you. Example would be what Dupont has done with Jeff Gordon or Winston and Winston cup. How many of us didn't know waht Dupont was before Jeff Gordon came along? I realize that winston and Dupont is on a bigger scale than what we will be on in short track racing but it all works the same.

Years ago Winston approached Junior Johnson on sponsoring his NASCAR team. He realized that Winston was wanting to spend alot of money on advertising. So he hooked up Bill France(NASCAR) and the people at winston. Now if Junior would have been selvish we might not have a WINSTON CUP in nascar and it might not be as big as it is today.

So not only look out for yourself but look out for your sport as well.

Dave Miller

modman
Dirt Administrator

Total posts: 40
posted January 13, 2000 08:36 AM
I also think that promotions in other areas also help. Like posting sponsors on websites. Promoting your sponsors in multiple ways is a must, where they get every last ounce of exposure for their dollar. That is what they want. You have to hit every nook and cranny to nabb a sponsor, the even harder work is doing everything you promised and then some to keep them. This is what makes this such an awesome sport. You take an ordinary run-of-the-mill guy and you turn him into a business man at the turn of the hat when he buys or builds his first racecar. LOL

shakin
Dirt Administrator

Total posts: 169
posted January 17, 2000 05:47 AM
There are alot more things you can do that may be small, but help out alot. You can put ads the in paper, you can show some of the festivals and fairs around at the end of the year to promote your sponsors by getting a booth. You can use promotional T-shirts, caps and other things like this. These are all ways to keep sponsors.

Gator
unregistered Total posts: 169
posted January 19, 2000 01:39 PM
Shakin...you have an idea I haven't seen! I think it's great!

Also, I've noticed that a couple of the responses here are actually track related. Remember, when you ask a sponsor to get a billboard at the track, you are asking them to also sponsor the track. This means that this sale (sponsorship) could mean more money in the purse, which means more money in the driver's wallet.

The marketing team of a track may have a hard time reaching the sponsors of the individual drivers. Drivers then, tend to become the "middle man" on behalf of the track.

All one big circle sometimes!

jammin
Dirt Administrator

Total posts: 3279
posted January 23, 2000 06:28 AM UIN: 16262997
Exactly right, if you can work things out, everyone in racing can benefit, plus your sponsors. Thats what racing is all about.

modman
Dirt Administrator

Total posts: 40
posted January 30, 2000 01:20 PM
I agree. This has to be a help/help scenario, or its going to get so expensive there won't be any more of it.

raukland12
unregistered Total posts: 40
posted February 04, 2000 09:53 AM
Take them to the track. If you have a wife or someone who is great at talking to people "Sponsor" them for a race night or two. Make a day of it. Have them come to your shop that afternoon to show them what your doing to prepare for the race. Take them with you to the track. Have your spouse or friend explain things to them, show them the hauler, the car and what your doing to it to make it fast. Talk about the track and what you think its doing. Have a BBQ at the end of the night. You can sponsor just about anyone that way. Go into someone's office and tell them you would like to "sponsor" them for a night at the races and they will want to go.

Then, don't try to sell them on being a major sponsor right away. Maybe try to get them to pay for fuel, admission to the speedway, shocks, tires, or whatever. Then keep bring them back to the track and they will get HOOKED and will bring more money to the table as you build that relationship.

You will be surprised at how well this will work for you. You will not only have a sponsor on your car but a great relationship with a new friend and a DLM race fan as well. The key is to make them a fan first, get them as a sponsor second.

modman
Dirt Administrator

Total posts: 40
posted February 10, 2000 10:20 AM
Thats a really good point, get them involved with the sport first. Its sometimes harder to do that though. Most of the business people that I do business with, don't have time to do that, and if they did, it would be spent with their whole family. Just my thought.

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