As in any industry, the ability to recognize and analyze any marketing program may be the key to success or failure. There is a trend growing in the United States that deserves attention and much consideration for your racing operation. Potential sponsors we are in contact with all ask if there is a way they can sponsor a race team for a single event and in their own geographical or target market area. Our reply is Absolutely! There are many reasons why this concept is so appealing to small and large businesses alike. 

When a sponsor supports you for one event at a time, they are given the opportunity to test the waters to see if a motorsports sponsorship will be of value to them in their overall marketing program. They have the opportunity to advertise only at the event or venue that will yield them the most viewer impressions per thousand on their investment. This also allows them to advertise in front of a selected audience or pre-targeted consumers. As event sponsors, they may be exposed to racing for the first time. This could lead to more financial commitment in the future, when they see how we promote there products or services, create a brand awareness and increase their overall market share.

Think About This : There are about 141,000 large corporations in America today that could possibly sponsor your race team on a year round basis ( not many considering the amount of teams seeking major sponsorship ) However, there are better then 16 million small businesses in the U.S. ( 91 million worldwide ) that could sponsor you for events in their own back yard, in front of their potential consumers. It takes a tremendous financial commitment to support you for an entire year, and is a proven fact that more sponsors would be involved in motorsports sponsorship if they could be on a lesser and limited basis.

For Example: Why would a fast food franchise with 25 outlet stores in Indiana and Illinois want to sponsor your team when you are racing in New Jersey, where they have no interest ? 

They would be more inclined to sponsor you when you race your Mid West events. Where local demographics, determine their market share. Our event sponsorship programs ask for a minimum of $ 2,500.00 to $ 5,000.00 per event. Not enough to break the bank, but a fair amount of money for the ROI ( Return On Investment ) The sponsor also provides the logo and promotional material (coupons / brochures etc ) 

We provide the space on the car or transporter, the vinyl graphic installation and removal. The idea is to entice a local business to spend some money without depleting their advertising budget. In addition to the advertisement, the sponsor is provided with certain perks. We make arrangements for press releases to the local newspapers or racing magazines, press announcements during the race, VIP seating, tours of the track and tower, pit passes for them and their guests and a complimentary dinner at a local restaurant following the race.

How This Works : We target 10 key potential sponsors for each event. They are businesses who would benefit the most from this limited advertisement. They are from a tri-state area or those locally, in vicinity of the track. These businesses are shown how sponsorship of your race team would benefit them. We ask for an initial amount leaving room for negotiations. We meet with them to help determine the best way to market their products or services for that particular venue. Remember that small businesses never exposed to racing sponsorships may be reluctant without professional guidance. We tour the facility and meet with the owners or event promoters to see what they will offer on our behalf. The whole idea is to make the sponsor realize that his business received more “Bang for the Buck”

Remember ! If their market share increases in the months following the event and they feel that they have gotten their money's worth, he or she is more inclined to expand your sponsorship to other events or increase the financial agreement for the same event the following season. It is also a good policy that you stay in contact with your sponsor after the event. It shows you are interested in their well being and business health. Don't be afraid to offer a return display if possible.

Since there is considerable effort and cost to building and delivering a sponsorship program, there are no refunds offered for retainer fees. There are no guarantees neither written or implied for the success of any marketing program.

Email us at info@racingsponsorships.com

This text is copyrighted by Fast Track Marketing 1998 and updated version 2000. 
No reproductions may be made without the express permission of Sportsman's Racing Solutions.