Thread: Sponsorships for New Racers?

This is a question for the racers on L4P who are sponsored (maybe even those who have sponsored a racer or team can chime in). How did you get your first (and subsequent) sponsorship?

I understand that sponsors are just businesses who will give you money to race if they feel that investment will pay off through brand exposure. I also understand that when you are first starting out in racing, small local businesses will be more willing to sponsor you to get exposure among the local community, as opposed to large name brands that usually look to sponsor higher tier professional racing.

How did you go about getting these sponsors? How soon after starting to race did you go after them? Did they come to you? Did you just pay your own way until you got good enough results to market yourself to sponsors (i.e. racing resume)? Did you get a sponsor agent or manager to find these sponsors for you or did you go out and try to market yourself?

I'm just very curious as to how all these racers get their funding considering how expensive racing can get.

It is much harder then people think. Only one person in Star Mazda last year was actually sponsored, and everyone else was running off of their parents money. And if you are looking to get sponsored for skip barber you will have a very tough time. Mostly because there is no brand exposure at those races and nobody comes out to watch them. It's only other racers and their families who watch. Your first step has to be to win. If you finish mid field in everything you're not exactly going to get a funded ride. And then there is a bunch of political bullshit on top of all of this. It's tough, not going to lie. You will be competing to get sponsors against teenagers who have been racing since they were four years old and have won a shit ton of races(through being sponsored by their parents. Hell, a good chunk of Indycar drivers are paying for their ride and not sponsored at all.

I'll be your first sponsor ArDs..Let me know (may not be alot, but every little bit helps right?)

Its very very hard unless people want to offer money.
I have been around racing my ENTIRE life and unfortunately the cost of racing and sponsorship has put me out of the game.
Its about money now, skill is optional.

As far as acquiring one, its all about who you know. Network network network and find someone who TRULY wants to go racing (not just for one season then decides to bail).
I would love to go racing again, but unfortunately the drivers aren't usually the ones with a ton of money, just the know how.
Hopefully you can find someone and if you do, enjoy it!

Thank you guys! I appreciate this thread. I too, have been racing as a novice and seeking sponsorship. I've been fortunate to have been able to race in some media covered events such as the Spectre 341 Challenge. It helps when these events are exposed by Car & Driver, Car Craft, etc. This race that I particpated in gave me a boost and helped put my name on the map. It also helps that I'm a female racing in a male dominated sport. The guys and gals (Aimee) that have helped me along with reaching my car dreams have been incredible.

My passion is to pursue racing and being involved in the motorsports industry. I can only imagine how hard it must be for a male to compete in the race world out there and gain sponsorship. It's hard enough as a female to make it. Just keep trying to connect with the right people out there. Don't give up. I've been very lucky to have some companies sponsor me as they realize that while I may not be the one winning all of the races, I am one of the only few females that will compete in the hillclimbs and open road challenges and I have so much to contribute to the car community besides just racing.

If you're able to volunteer or attend charity events, I suggest trying to do so. You'll meet people, connections, be able to network, and also bulk up your resume by showing you have a true passion for all things car related. When you do get someone to sponsor you or let you be a brand representative or them, make sure you don't forget how they have helped you. Share the love. Share their name and be proud to represent them. That's the best way to give back to them. Mention their name, and brag about how awesome your sponsors are. They are the ones that can make your dreams happen.

To the above posters....thank you so much for your great advice. I've been working my tail off for the last four years to get on the map and I won't give up. I live and breath being in the motorsports industry whether it's racing, photoshoots, volunteering, charity events, or car shows.

I was fortunate to be mentioned in La Vita Lamborghini Magazine by Anthony Ray (Sir Mix A Lot) as well as Car & Driver. I was thrilled to be mentioned which I am now able to use in my driving resume! Try to find out who the editors are and get to know them! =)

Best wishes to you! Keep us posted on your racing!

Sponsorship is a hard thing to achieve. But it has lots of levels which can still work in your benefit. When we first started out years ago drag racing, product sposnorships meant the world to us. We got turbo's sponsored, driveshafts, axles, motor internals. It helped a ton for our initial investment. We had a performance shop though that sold a good deal of product that helped us leverage our vendors. Forward to today, we run NHRA with 1 funny car and 4 promods. We have 6 full size semi's, three bus's, three chase vehicles and a full hospitality trailer for our sponsors. Granted, we can not maintain this on product sponsorships. We have partial funding through In-n-out burger for funnycar, and lots of product sponsorships. This level requires serious backing though, considering the shear cost of running a nitro funny car. It would seem easy because Nhra has a lot to offer from tv, print media, etc....... But money is hard to come by. The days of getting a "big" sponsor for 5+ million are gone, you have to make do with smaller ones to fill the bill, or sell only a few races to each client. In other words, become a whore if needed. Until business outside of motorsports understand the possible gains, they are hesitant to fund. We have a marketing dept that does marketing decks for potential sponsors showing our airtime for the past year, magazine coverage, etc.... Just so they know what they are getting. We then compare that to local tv advertising cost in their area and show the the ROI. You would be surprised how much it cost to advertise on tv or in press. At the end of the day it is simply sales. Ask enough people with a decent pitch and eventually you will land something. Check us out if you want. @ www.r2b2racing.com.

Great info! Thanks for sharing your knowledge with us and your experience. You're right, anything, any type of sponsorship whether it be mods, tires, apparel, etc. should always be appreciated! It's great to have support by companies no matter how big or small! You have to start somewhere!

Thanks again for the info!

Originally Posted by Sachelle

Sponsorship is a hard thing to achieve. But it has lots of levels which can still work in your benefit. When we first started out years ago drag racing, product sposnorships meant the world to us. We got turbo's sponsored, driveshafts, axles, motor internals. It helped a ton for our initial investment. We had a performance shop though that sold a good deal of product that helped us leverage our vendors. Forward to today, we run NHRA with 1 funny car and 4 promods. We have 6 full size semi's, three bus's, three chase vehicles and a full hospitality trailer for our sponsors. Granted, we can not maintain this on product sponsorships. We have partial funding through In-n-out burger for funnycar, and lots of product sponsorships. This level requires serious backing though, considering the shear cost of running a nitro funny car. It would seem easy because Nhra has a lot to offer from tv, print media, etc....... But money is hard to come by. The days of getting a "big" sponsor for 5+ million are gone, you have to make do with smaller ones to fill the bill, or sell only a few races to each client. In other words, become a whore if needed. Until business outside of motorsports understand the possible gains, they are hesitant to fund. We have a marketing dept that does marketing decks for potential sponsors showing our airtime for the past year, magazine coverage, etc.... Just so they know what they are getting. We then compare that to local tv advertising cost in their area and show the the ROI. You would be surprised how much it cost to advertise on tv or in press. At the end of the day it is simply sales. Ask enough people with a decent pitch and eventually you will land something. Check us out if you want. @ www.r2b2racing.com.

When I was in drifting, I had 3 sponsors. Work, Yokohama and GReddy. I had to spend alot of money with them first. The advantage is they pay for your car to be in shows and for your ticket and discounts on parts and labor. They never paid me to drive though. Yokohama only supplied tires at local events. That's my experiance

I agree! The discounts are great! It gets very expensive! Just help with the entry fees, tickets, etc., is a huge help! I'm currently looking for sponsorship with tires. I purchased a set six months ago, and the race that I'm in this June has changed the tire rules, so now I'm looking at having to purchase another set of four tires. I'm hoping that a tire company will help out in exchange for media coverage through interviews, magazines, blogs, photoshoots, and more. The race that I particpate in has tons of coverage.

Originally Posted by Sir Robbins

When I was in drifting, I had 3 sponsors. Work, Yokohama and GReddy. I had to spend alot of money with them first. The advantage is they pay for your car to be in shows and for your ticket and discounts on parts and labor. They never paid me to drive though. Yokohama only supplied tires at local events. That's my experiance

Originally Posted by boxstergirlie01

I agree! The discounts are great! It gets very expensive! Just help with the entry fees, tickets, etc., is a huge help! I'm currently looking for sponsorship with tires. I purchased a set six months ago, and the race that I'm in this June has changed the tire rules, so now I'm looking at having to purchase another set of four tires. I'm hoping that a tire company will help out in exchange for media coverage through interviews, magazines, blogs, photoshoots, and more. The race that I particpate in has tons of coverage.

Yeah. I used Yokohama Advan Neova AD07 tires which ran $350 per tire. Even today, I get discounts still for buying their tires even though I don't drive anymore.