99 Getting Sponsorship (Motorsport racing)
Description
This article is from the Motorsport FAQ, by A H Henry bspahh@midge.bath.ac.uk with numerous contributions by others.
99 Getting Sponsorship (Motorsport racing)
Don't just write a letter. You go to a prospective sponsor with a
business case that demonstrates to the sponsor how they'll benefit by
spending money on you. You'll need target audience, audience figures,
estimated time of exposure of the sponsor's product/logo, etc, a
press kit showing what exposure you've already gotten, and some
justification to relate how your past and current success can benefit
the prospective sponsor if he chooses to fund you, in addition to how
and when you plan to spend the money. When you have something you
want to show, get someone to edit it. You can't afford things like
spelling mistakes.
It will also help your chances immensely if you know someone in the
sponsor's organisation who thinks it's a good idea to give you money
- the ideal person is a VP of Marketing or Finance who just took the
Skip Barber Driving School (or something). It's really important to
pitch it to the right person. Also, if you know someone in the
organization who's sympathetic to you, it's probably good to get them
to do some preparatory work before you go in with your business case.
Cold calls on something like this are a real bitch!
Don't underestimate the work involved here. You have to make it
plain to the prospective sponsor how they will benefit from spending
money on you. You must remember that, from their point of view, it's
money, not motor racing, that your talking about, and you'll probably
only get one shot per sponsor.
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