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Old 12-10-2008, 09:08 PM   #1
SideWay
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Default Anyone advertise for someone on your race car ?

As the title says I'm curious what you guys charge to advertise on a race car. Does anyone do this for someone ? How do sponsorships and things like this work ? How is an average joe ever to get some sponsorship help?

Do you simply send proposals to different companies and request it ?

Any info on this subject is appreciated. I'm looking to improve my race budget by getting help, I just don't know where to turn.
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Old 12-10-2008, 09:14 PM   #2
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1) Win
2) Win again
3) Get known
4) Win some more in more high-profile events
5) Have a resume showcasing your wins and what you can do for the company.
6) Win some more with their products.

--kC
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Old 12-10-2008, 09:28 PM   #3
Whiteghost 2.5
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+1 ^

Josh
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Old 12-10-2008, 09:52 PM   #4
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Actually, I wasn't known, never competed until 2008, and still secured sponsorships.

Really, you have to understand the wants/needs of your potential sponsor and propose a means to deliver against them.

Well, worked for me anyway...and here are my sponsors - AWDTuning, TS Performance, Apex Driving Academy, 5Zigen USA, Whiteline Automotive/Global Performance Parts, AST-USA/Vorshlag, and Grimmspeed.

Good luck!

-Rich
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Old 12-10-2008, 10:23 PM   #5
Jack
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SCCA used to have a publication to help secure sponsors

(KC is scratching his head saying "I thought jack didn't scca") Long time ago.....
I had put together a complete pamphlet with my racing history, some results, pictures of the car in action, where the car was seen, who the viewers might be etc. This was mainly a prop to point to the pictures while talking to potential sponsors.

then my first son was born and my priorities changed.

It's your job to convince a potential sponsor that what he gives you will get him something back. Everything is negotiable.

jack
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Old 12-10-2008, 11:19 PM   #6
GarySheehan
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Quote:
Originally Posted by SideWay
How is an average joe ever to get some sponsorship help?
They don't.

Quote:
Originally Posted by SideWay
Do you simply send proposals to different companies and request it ?
No.

Quote:
Originally Posted by SideWay
I'm looking to improve my race budget by getting help
Good luck!

No one wants to help you and no one is going to "give" you money. Once you have come to terms with this fact, you have the chance of actually securing sponsorship.

Companies are looking to do one thing, sell product at a profit. It is your job to target specific companies and find ways to help THEM sell product. You are for hire and trying to sell yourself as their new marketing agency. You need to create an interesting and believable strategy that will use motorsports as a marketing platform and help the targeted company sell more product and make more profit than the cost of the services you are offering.

You have the set cost of sponsorship dollars (A). You have a predicted return, quantified by increased sales, positive impressions, changing brand perception, entering new markets, etc. (B). If B>A, you have a chance. If A>B, you have no chance. It's just business.

Gary Sheehan
Sheehan Motor Racing
www.garysheehan.com
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Old 12-10-2008, 11:19 PM   #7
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I would say, start small... don't go in expecting lots of free high-zoot stuff. It's a lot easier to get a good discount than it is to get stuff for free.
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Old 12-10-2008, 11:37 PM   #8
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garysheehan has it right.

Sponsorships are work. You aren't being paid to put stickers on your car, you're being paid to sell product.

For a while, i played with a paintball team which was heavily sponsored, and even though i wasn't even an official member, i had to be careful what i said, what i wore, and how i felt about the products being endorsed. I was accidentally caught on camera in a team jersey with another brand of pants on, and we got a letter from a sponsor telling us that it can't happen again. Nothing we accomplished was ever because we were good at paintball, it was because we had sweet guns, thanks eclipse!


We had those sponsorships because we appeared in magazines on a monthly basis, generally along with the words "wins" and nice, full page photos.




So, until you can sell product, you won't get any sponsors.
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Old 12-11-2008, 07:58 AM   #9
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I put together a packet, made a short video, had a decent resume, and emphasized that I was wanting to get to the "next level" and that it was going to take more than just my hard earned money and time to do it, that I needed help.

Props to TurboXS and Nukabe Automotive Parts for helping me out for 2 seasons.
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Old 12-11-2008, 08:46 AM   #10
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Yea, most of the "sponsors" you will find on an amature level will help you cover the costs of parts. Some more than others, but if you've got good people skills a lot of times comany's may be willing to sell you parts at their costs as long as you run stickers, send pictures of parts and installs, have good things to say about them and their parts, and of course keep them updated. Every situation is different though, and you really just have to play your cards right.

Of course... if you do race well, I'm sure that would attract a little more attention as well.
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Old 12-11-2008, 08:51 AM   #11
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Be professional, send a proposal to companies seeking sponsorship and above all, recognize that a sponsorship is NOT a company giving you money. A sponsorship is a company giving you a discount.

For example:
If you want new seats in your car, try approaching the seat manufacturers you're interested in and ask them for a sponsorship. Focus on what you can do for them and they may offer you a discount. It won't be a ton, but considering you were going to buy them anyway, it's as good as money.

It doesn't hurt to ask, but it helps if you can demonstrate experience, be professional, etc.
-N
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Old 12-11-2008, 09:09 AM   #12
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Quote:
A sponsorship is a company giving you a discount.
No, a sponsorship is when you are valuable enough that a company can use you for advertising. YOU are sponsoring THEM. You say "people like me, people want to be like me, people buy the stuff i use. If i use your stuff, people will buy your stuff."

A sponsorship is business.

Unless you can prove that you will cause more sales than the money they lose by giving you something, nobody with any business sense would sponsor you.
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Old 12-11-2008, 09:20 AM   #13
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I wasn't trying to be abstract. The original poster seemed to think a sponsorship would be in the form of money exchanged for stickers on his car. I clarified by saying more typical would be a discount on products from whoever owns the sticker. You're response, beginning with "No" is unnecessarily confrontational. I know what the stickers all over my car yield me in terms of what the original poster was asking and I don't like hearing you tell me I'm wrong.
-N
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Old 12-11-2008, 09:33 AM   #14
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its all about Return Of Interest to the company, as everyone on here has said. Your best chance of sponsorship is the least risk for the company. You best bet is a "partial" sponsorship, aka a discounted part.

In exchange, they'll want to be updated on what you have been doing, how you've been placing, feedback(especially if its a new part), your plans to compete and some media (pics, video, etc...).

I use to heavily help with finding sponsors for my college Formula SAE team and this was always the best way to get "help" in sourcing parts and material.
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Old 12-11-2008, 10:09 AM   #15
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There is a ton of good information so far in this thread.

The main thing is to be able to explain to a potential sponsor why providing you with money/product/discounts is going to be good for them. Whether that is because you are a winning driver (therefore, getting their name in publications, getting pictures of your car with their logo/name in publications, etc.), and/or because you're a "winning personality" (and so you "talk it up" and people trust your judgement), it doesn't matter so much, as long as you can convey that information to the prospective sponsor.

I was very fortunate this past year in that IAG Performance was interested in putting their name on my car. They helped me out a ton (plus, they are great guys to work with -- customer service is a big thing for them)!

But, you also have to think about your actions when you are displaying the sponsoring logo too. Your actions can reflect badly on the company. Do you ever daily drive the car? Do you drive aggressively and street race? Imagine a phone call to the sponsoring company from a person that you just cut off in traffic....

Good luck with your search. It is definitely easier said than done.

Karen

Last edited by CamaroFS34; 02-14-2009 at 07:04 PM.
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Old 12-11-2008, 11:05 AM   #16
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I'm "sponsored" by a couple places. We don't have any official contract, but I run their parts, they give me discounts and sometimes free stuff. In return, I put their stickers on my car for events, I do well, and I make sure I let others know I support their products and win with their products. I also make my presence known (check out the official autox pics thread) and vocally support/suggest using their products on several forums.

Instead of taking the "what can this company do for me" approach I took the "What can I do for that company" approach. I figured, I'm going to autocross anyways, I'm going to do my best to win, I like their products, so I might as well show my support for them as a company. By making our relationship about how we can support each other, it's worked out fairly well for me. Too many people simply want a free ride.

Being good is a big part, but also being charismatic. I win a lot (Pax and class) in several local regions, but that means jack if I'm a stuck up kid. By being friendly and being well liked in the community, my good performance along with a good rapport make me useful to companies in promoting products.

Pic of my car:

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Old 12-11-2008, 11:20 AM   #17
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^^^ looks like you could benefit from some front brake ducts!
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Old 12-11-2008, 11:24 AM   #18
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Quote:
Originally Posted by digitalseance View Post
^^^ looks like you could benefit from some front brake ducts!
Sunny day and red wheels makes that car look quite mean... ;-)
-N
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Old 12-11-2008, 11:39 AM   #19
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It's a cone reflection. I mean, yes, my brakes get hot and glow! (My hp+ pads did catch on fire once though. whoops!)
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Old 12-11-2008, 12:00 PM   #20
SideWay
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Thanks for all the great info guys. I appreciate your help!
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Old 12-11-2008, 01:46 PM   #21
Don Nguyen
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Dunno if it was mentioned or not, but it also partially means what kind of sponsorship you are talking about. Full sponsorship versus 5%, 10%, 20%, 50%+ discounts, etc.
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Old 12-11-2008, 02:50 PM   #22
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Quote:
Originally Posted by KC View Post
1) Win
2) Win again
3) Get known
4) Win some more in more high-profile events
5) Have a resume showcasing your wins and what you can do for the company.
6) Win some more with their products.

--kC

what he said

(<--- sponsored by HKS)
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Old 12-11-2008, 03:18 PM   #23
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I send out resumes to companies who's products would benefit me and I could help advertise. I don't ask for anything and just wait their response.

<--- sc-power.com, Deatschwerks, space for rent =)
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Old 12-11-2008, 03:58 PM   #24
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Anyone here actually have a race car besides Gary?
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Old 12-11-2008, 04:03 PM   #25
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Quote:
Originally Posted by Craigs View Post
Anyone here actually have a race car besides Gary?
I think Ken Block has one....
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