Getting Sponsored - A Realistic Approach
Formula Cross is currently not accepting applications but we're here to help.
If you want to be taken as a professional driver you need to have a professional sponsorship deck written to approach possible supporting companies. Sending a email saying "you need to sponsor me" and a cell phone pic of you or your car is the fastest way to lose and not impress Motorsport Marketing Managers.
Racing is not a free sport period. No matter what you drive. "Driving God Status" must be earned and sponsors want results. Not always winning but assets to promote their products into usable marketing.
Remember that your sponsorship request is your resume so get the facts right and be direct.
Here is a outline that I like to start with adding and adjusting to fit your program needs.
- Cover Page
- Welcome Page About Your Racing Company
- Driver Introduction
- Career Highlights
- Last Years Results
- Last Years Vehicle
- This Years Vehicle
- This Years Transporter / Activation Setup (If Available)
- This Years Marketing / PR Strategies
- This Years Series Info
- This Years Race Schedule
- Multiple Program Support Levels
Interaction is all electronic now.
Save your program as a Save-For-Web PDF so you can simply email it and it can be easily downloaded and opened.
Get creative.
Use professional creative software or hire someone. Look is everything. Sending a Word or PowerPoint is acceptable but using Photoshop, Illustrator or InDesign and saving a PDF is the preferred choice. Create your own brand and style as that comes through as having your act together.
Professional Photographs
Make sure to take and send high quality photography. Include head shots, action, non action, facility and track side setup images.
Phones take amazing images but use professional grade cameras.
Give them Support Options.
Yes, we all want free parts and money but that's not always being realistic. So giving them options and they might do the same is a great way to show I can offer something or everything. Levels are a industry standard and there are multiple kinds.
- Discounts off retail.
- Contingency for performance.
- A set amount of free product.
- A set amount amount of money.
- A full amount of free product.
- A full amount of product with a set amount of money.
Winning always helps but consider working your way up the ladder if you are just getting started.
Make Contacting you easy to find.
Name, Address, Phone, Email and even your website. Put it right on the Cover Page.
Finding the right person to send your Proposal.
Sending to the general email could mean it never gets to the right person. Take the time to network and headhunt. Or take the time to simply read their website.
Don't get over aggressive requesting a response.
Don't shoot yourself in the foot by over emailing or calling your contact over and over. Managers are reviewing the tens to hundreds of applicants and could even be traveling for work and just needs to review and get approval to help you forward.
Be smart at timing of year.
Some companies only accept applications during certain times of the year. Asking for support in the middle of their race season or past proposal deadlines could leave you waiting until next session.
Spelling and Grammar are key.
Use word spell and grammar check at all costs. We all make mistakes (I'm no acceptation). Also send it to others to review and check first before submitting.
Sponsors Love.
Offer to take professional images and video from your events and give them complimentary to your sponsors.
Acting and Sounding Professional.
Don't need to explain. Fate is in your hands.
Going the extra mile.
Chances are you are going to be Googled. If you can not be found online how are fans going to find you too?
- Get a Website or Blog.
- Get a professional email. yourname@123racing.com
- Get a YouTube Channel or Vimeo.
- Get a Flickr account to upload and share large images.
- Get a Facebook Page. (Racing Business)
- Get a Twitter Page (Even if you hate it you can push your Facebook onto Twitter and never have to tweet.)
AJ Grasso
Rhys Millen Racing / Formula Cross
Art & Marketing Director
