The road to Sponsorship.

**Racey Rider** · 29th May 2005, 16:19

Bottom line!

The more sponsors we get involved with our sport, the more other potential sponsors will see it as a place worth getting involved with.

To me, it seems Sponsorship, (by those that have it), is one of those not talked about subjects.
"How'd you get it?" "How much did you get?" are the first questions that everyone is interested to know. Maybe I'm wrong, but the sharing of such info seems to be a No Go area for most racers.

I don't know much, but I'm happy to share some thoughts about how I went about finding my First sponsorship deal. It is my hope that others will also put something in the pot as to how they approached the subject. Together we can all benefit for each others experiences.
I think there are plenty of NZ businesses that could benefit from a Motorcycle sport sponsorship promotion. And the more we get involved, the easier it will be to get others on board.

So a few ideas from me,

#1. Don't expect money for nothing!
Any business sponsoring you needs to get a return on the $$ put in.
So you can put their stickers on your bike. Big Deal! Is that going to make them profit? How?! You need to think like a business owner. You need to tell them why you think it will benefit their business. Personally I think you need to do more that just put their stickers on your bike. What else can you do for them? Extra promotion? Surveys? What else?

#2. What businesses would benefit from your promotion?
I for example, live in New Plymouth. But most of my racing is done at Manfeild, Feilding. So it's not much use me expecting a NP only business to run promotion on my bike when their name is being shown to people who live 200+ Km away. What I needed was a National business, that has potential customers all over the areas I ride at.

#3. Act professionally.
Don't just ring up some business with some vague ideas, and the hope of a pot of gold. Get something written down, showing you've thought it through. A nice pic of you and your bike so they know who they're dealing with. If you can, a computer created pic of your bike with their signage on it. And put together a 'Contract Proposal', a discussion document at this stage. The contract may be changed in it's final form, but the Proposal should show that you are thinking about their interests in the deal. Think ahead. How will you fulfill your part of the deal? How will you be accountable? What happens if you have a crash and the signage needs re-doing? If you are unable to continue the race series for whatever reason, what will be the contract/repayment situation?

#4. Don't ask for too much.
Better to start with a little and prove your worth, then to ask for too much.
The word NO is easy to say. They probably don't know you, and it may be their first time thinking about the benefits of sponsorship. Once you have secured a small amount for a series, treat your sponsors well with regular contact, (ie race reports, pic's, offers of extra value), and maybe the next time round you will be in a postion to be offered more. Even if they don't, you should be able to get a good Sponsorship reference off them to help you with approaching another company.
But beware - treat them badly, and word gets around!

#5. Give them Time.
Businesses normally need time to adminster things like this. Don't expect it to be sorted the week before race day. I suggest a minimum of 6 weeks between your first introductory letter, and the start of a race series. 2-3 months would be better. For bigger sponsorship packages, 12 months out from a event would be the minimum some companies would consider. But most of us are not quite in that league yet.
But give yourself, and them plenty of time to sort things out. If they are put under time pressure, remember point #4, NO is very easy to say.

How I put this together to secure my First sponsorship deal.

The fact that I wouldn't be racing this year unless I could come up with a sponsor was a big driving force in my success. It's easy to sit back (when you've got a little bit of money) and wish something would happen. but when you've got NO money,, and you Know it won't happen,, it does kick you into action.

Thinking about what companies might benefit from sponsoring me, I came up with a top 5 list. I had met someone from one of the companies (Web Farm/Free parking) 4 years earlier, so that was the first one approached.
Using the ideas above I sent in a proposal 4 weeks before the start of the VIC club winter series. As I said, things take time, and it was two days after the first round was over that Webfarm accepted my sponsorship proposal. So with a bit of rewording to cover the remainer of the winter series, the deal was signed.

Contract attached if you're interested.

Hopefully this will be helpful to some, and I hope others will share their experiences.

Cheers.
Racey

**Hitcher** · 29th May 2005, 17:02

Sponsorship is a mutually-beneficial relationship. It is not a donation. You need to be able to provide measurable value to those whose assistance you seek. And to be able to clearly answer the question: "What's in it for me?"

It also helps when you're a winner...

**justsomeguy** · 29th May 2005, 17:13

Very, very good post RR.

**FROSTY:Me** · 29th May 2005, 17:24

One main reason we keep deals close to our chests is simple -It is a BUSINESS deal and we sure as heck don't want anyone else getting in and offering a better deal to our sponsor.
Don't get me wrong for example I like KK and TS but I sure as heck aint about to tell em about a deal I've got brewwing to get money from the really small sponsor pot we hava available. Its simple comercial reality really
Just one point too RR--You don't need to get Money and as such it can be more attractive to a sponsor.
EG -one of my sponsors pays my fuel bill.One supplies my tyres.
I believe we live in a particularly selfish age so If you can prove whats in it for them AND have it not costing them a lot you are onto a wiinner.

**Sensei** · 29th May 2005, 18:24

I'm sure if you talked to some of the Bike shops here RR you could get some help , thats if you haven't already done this

**Racey Rider** · 29th May 2005, 18:52

Originally Posted by FROSTY

-It is a BUSINESS deal and we sure as heck don't want anyone else getting in and offering a better deal to our sponsor.
Don't get me wrong for example I like KK and TS but I sure as heck aint about to tell em about a deal I've got brewwing to get money from the really small sponsor pot we hava available. ....

I don't really expect to have big sponsorship deals revealed here. What I am trying to do is give people some idea of where to start.
The motorbike related sponsorship pot may be small,, but think outside the obvious to other companies, that givin the right approach, could benifit from a different way of marketing to potencal customers.

Whats your relationship like with your sponsors? I run the risk of someone saying to Webfarm, "I'm faster than that Racey guy. and I'll do it for $50 less!"
But I'm confidant that in these few weeks since I met and signed the contract with him, I have formed a good relationship with the General Manager there, proving already to be a good sponsee, who thinks about Their interests.

Just trying to encourage people to give it a go.
You don't have to be winning races to get sponsored.
(But it helps, yes yes.)

Originally Posted by Sensei

I'm sure if you talked to some of the Bike shops here RR you could get some help , thats if you haven't already done this

I 'm sure the bike shops get people asking for sponsorship all the time.
and if I was them,, I be wanting a race winner to promote my shop through.
So I want to be a better rider & prove myself as a good sponsee before I ask a bike shop. New Plymouth Motorcycles is the only one I deal with anyway.
Tho TSS Wellington is giving us cost price tyres at the moment

**Two Smoker** · 29th May 2005, 18:59

I wish i had sponsers

ah well, when i get some good placings...

**justsomeguy** · 29th May 2005, 19:10

Originally Posted by Two Smoker

I wish i had sponsers

ah well, when i get some good placings...

With the way you ride you know it's only a matter of time......

**Kickaha** · 29th May 2005, 19:35

Originally Posted by Two Smoker

I wish i had sponsers

ah well, when i get some good placings...

You don't need good placing to get sponsors, in the first season of sidecar racing we had approx $5000 of good,services and all we'd done was a lot of practice

We did however repay them by being top SI crew (unbeaten in club points) and a podium finish in the NZGP

I think it's more to do with the way you market yourself and what you can offer than you results

**FROSTY:Me** · 29th May 2005, 20:32

RR --sorry matey I was quoteing an example not a specific. You asked a question so I answered.
I think Kick has it pretty well nailed.
How have I aproached potential sponsors.
First of all I present myself as something they would like to support.It is a commercial decision certainly but they must like me and what I am offering.
Second I present a proposal to them. I must say that lately that the proposals have been verbal rather than in wrighting but in wrighting is always better.
Third I furfill the promises I've made to them.
the third part is important for future sponsers.
A point to note when seeking sponsors-EXPECT rejection.
Its kinda like door to door selling--every rejection is one person closer to a yes.

**Coyote** · 29th May 2005, 20:58

Cripes. I probebly won't be dealing in this for a while yet. Sounds way too complicated for me

Hopefully if I keep upright I might win a few races, then I can go around asking for sponsership. Hungry Kiwis Pizza put up an ad in our paper about sponsership. Might ask them

**gav** · 29th May 2005, 21:50

#2. What businesses would benefit from your promotion?
I for example, live in New Plymouth. But most of my racing is done at Manfeild, Feilding. So it's not much use me expecting a NP only business to run promotion on my bike when their name is being shown to people who live 200+ Km away. What I needed was a National business, that has potential customers all over the areas I ride at.
Think outside the square, matey. I lived in Nelson, and raced in Christchurch, I offered my bike to be available in a window display, also pointed out I was also riding my bike on the road and bike was often seen parked up at various places or at the lights etc, mobile road sign etc. i got sponsership from a company selling waterbeds!! Paid for race fairing and bike to be painted up in company colours. VFR400, spare tank ended up getting painted as well. Hell, the exposure he got just around town was enough for him

as the racing was outside the area it was a bonus but the local stuff was the winner!

**diesel pig** · 29th May 2005, 22:07

I think the "What they get out of it " angle is very important. I remmber talking to a ex speedway modfied driver about sponsorship and he said one year he got sponsorship from a company that was sponsoring another modfied.he only got one third the support the other modfied got because they had built a super hot motor that they redconed would win all the races. At the end of the year the company showed him a chart showing where the two cars had placed in each race now the hot car almost won all the races it had been in and his car had placed mid-pack but the thing the company was interested in was that his had done all the races that season and the hot car a handful because the hot motor was always blowing up. The way they saw it they were getting a better deal from him because the signage on his car was seen at all the meetings. so they gave the hot car guys the ass and gave him some more money for next year.

**Motoracer** · 30th May 2005, 12:17

Originally Posted by Two Smoker

I wish i had sponsers

ah well, when i get some good placings...

You never know mate, I think something big is just around the corner for ya.

Great post by the way Racey!! I certainly have a lot to gain from this. Cheers!