Intro to sponsorship
01-30-2013, 07:26 PM
#1
Voids warranties
Thread Starter
Intro to sponsorship
So I've read a lot about how to obtain sponsors. There's a wealth of info about what to do or not to do to schmooze potential sponsors.
What I don't know is what happens next? Basically what does a race team do with sponsorship? How does it work?
How does ad space get sold on the car?
Where does the sponsorship money go? Into a special account?
Who determines how much the ad space is worth?
Do the sponsors have a say in what you do specifically with the money?
I'm looking to have my car sponsored for an event I will be running in the summer. Its only a one time thing. But it lasts a week long and gets lots of publicity.
Would potential sponsors be interested in a one time thing or do they like more to have a yearly contract based on multiple events?
Anyone who has their car sponsored please chime in as I'm a noob. Thanks
What I don't know is what happens next? Basically what does a race team do with sponsorship? How does it work?
How does ad space get sold on the car?
Where does the sponsorship money go? Into a special account?
Who determines how much the ad space is worth?
Do the sponsors have a say in what you do specifically with the money?
I'm looking to have my car sponsored for an event I will be running in the summer. Its only a one time thing. But it lasts a week long and gets lots of publicity.
Would potential sponsors be interested in a one time thing or do they like more to have a yearly contract based on multiple events?
Anyone who has their car sponsored please chime in as I'm a noob. Thanks
01-30-2013, 08:27 PM
#3
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Thread Starter
I don't have a specific sponsor in mind yet. Still trying to to come up with a game plan and a pitch.
Ive been accepted to enter the Bullrun 2013.
Basically, the publicity is potentially endless. Aside form the fans that watch the TV coverage, It takes place on real roads with everyday normal drivers that can fit into any demographic. And over the course of 3000 miles, That's a lot of eyes checking out these highly decorated cars.
Not to mention there's tons of local media coverage at every city that the rally stops at each day.
Then there's social media. People taking pictures of these cars and posting to facebook or twitter or what have you.
Its so much larger than a sponsor trying to cater to the demographic that watches racing.
Im also thinking that I may have to limit my sponsor hunt efforts to those that may not mind a little controversy. The name of the show is after all "Cops, Cars, And Superstars"
Ive been accepted to enter the Bullrun 2013.
Basically, the publicity is potentially endless. Aside form the fans that watch the TV coverage, It takes place on real roads with everyday normal drivers that can fit into any demographic. And over the course of 3000 miles, That's a lot of eyes checking out these highly decorated cars.
Not to mention there's tons of local media coverage at every city that the rally stops at each day.
Then there's social media. People taking pictures of these cars and posting to facebook or twitter or what have you.
Its so much larger than a sponsor trying to cater to the demographic that watches racing.
Im also thinking that I may have to limit my sponsor hunt efforts to those that may not mind a little controversy. The name of the show is after all "Cops, Cars, And Superstars"
Last edited by godesshunter; 01-30-2013 at 08:30 PM.
01-30-2013, 09:01 PM
#4
Bullrun I used to watch that show, very cool!
Need a navigator? :P
Since it's a televised event your going to need someone who either has an online business, or a national company. Local shops/companies won't profit much from something like this. Which means it will take more to get a sponsor because the bigger companies already have their marketing campaign running.
I'd talk to Mazda USA, or even one of the Mazda dealers and see what they say.
Need a navigator? :P
Since it's a televised event your going to need someone who either has an online business, or a national company. Local shops/companies won't profit much from something like this. Which means it will take more to get a sponsor because the bigger companies already have their marketing campaign running.
I'd talk to Mazda USA, or even one of the Mazda dealers and see what they say.
01-30-2013, 09:10 PM
#5
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Thread Starter
I had considered trying to get a hold of Mazda, but didn't think they would have much interest since they are no longer selling RX8s.
I was thinking about trying to approach a tire manufacturer. Since I work at a tire shop, I can get at least one step above the joe shmoe by talking to our wholesaler.
Do you have a race team that handles your sponsorship? Or do you do it personally?
I was thinking about trying to approach a tire manufacturer. Since I work at a tire shop, I can get at least one step above the joe shmoe by talking to our wholesaler.
Do you have a race team that handles your sponsorship? Or do you do it personally?
01-31-2013, 11:55 AM
#10
for instance, your tire shop might give you a set of tires in exchange for having some stickers on the car, that kind of thing.
01-31-2013, 10:39 PM
#11
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Thread Starter
Unfortunately my powers been out all day from a storm that came through last night so I haven't been able to work on my sponsor package aside from making notes by candlelight. Another precious day lost.
02-01-2013, 11:54 AM
#12
Yeah thats pretty much what Ive been learning. I was hoping to move higher up in the sponsor chain to the manufacturer directly. Big hopes and dreams from what I hear but it cant hurt to try.
Unfortunately my powers been out all day from a storm that came through last night so I haven't been able to work on my sponsor package aside from making notes by candlelight. Another precious day lost.
Unfortunately my powers been out all day from a storm that came through last night so I haven't been able to work on my sponsor package aside from making notes by candlelight. Another precious day lost.
we've been at the sponsorship thing for years, and we've got some nice ones like ACT, Rota, synchrotech (its a honda), and Performance Friction, but they are all sponsors where they give us parts, which is great, the car just becomes cheaper to run.
we do have dreams of being Rodger Penske II, but really to go from NASA/USTCC to something the next level up is like a cubic dollar increase, so its kind of unrealistic
02-01-2013, 09:38 PM
#13
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It's pretty easy to put on a sticker, so people will only pay you a little. If you are truly advertising their product, I'd think you'd get a lot more. Good luck!
02-01-2013, 10:14 PM
#14
Full disclosure, I have zero sponsorship experience, but I would slightly reframe your pitch. Instead of saying "there's tons of local media coverage" try to get some interviews or something lined up along the way and share the names of the publications/stations with potential sponsors. Instead of saying "people will put pictures on facebook and twitter" have a social media plan in place, maybe a twitter account featured prominently on your car--people follow you, then you can plug sponsors.
It's pretty easy to put on a sticker, so people will only pay you a little. If you are truly advertising their product, I'd think you'd get a lot more. Good luck!
It's pretty easy to put on a sticker, so people will only pay you a little. If you are truly advertising their product, I'd think you'd get a lot more. Good luck!
call magazines/online magazines/etc etc and arrange interviews, car walk-arounds, etc etc.
Send a PM to NYC DriftKing, i think he is sponsored by Exedy and GT Spec.
btw SmallsRHIT, we would love to see pics of your 40th anniversary in the "calling all metropolitan gray mica" thread in the multimedia section, were always looking for more people to post pictures
Last edited by EricB; 02-01-2013 at 10:18 PM.
02-02-2013, 12:16 AM
#15
Voids warranties
Thread Starter
Full disclosure, I have zero sponsorship experience, but I would slightly reframe your pitch. Instead of saying "there's tons of local media coverage" try to get some interviews or something lined up along the way and share the names of the publications/stations with potential sponsors. Instead of saying "people will put pictures on facebook and twitter" have a social media plan in place, maybe a twitter account featured prominently on your car--people follow you, then you can plug sponsors.
It's pretty easy to put on a sticker, so people will only pay you a little. If you are truly advertising their product, I'd think you'd get a lot more. Good luck!
It's pretty easy to put on a sticker, so people will only pay you a little. If you are truly advertising their product, I'd think you'd get a lot more. Good luck!
We plan to launch a website in the next day or so to feature our sponsors with a blurb about them and links to their websites. A dedicated Facebook page and possibly a Twitter too.
We did a bunch of large corporate site searching too. Turns out most of them actually have a dedicated section just to handle sponsorship requests. Makes me feel like Im at the bottom of a stack of would-be potential sponsor recipients.
Then we also brainstormed about keeping sponsorship local and try to focus more efforts on bringing Connecticut's attention to my car in the Bullrun. Trying to get radio air time or even a local news story.
Lots of planning to do still. Whoever said looking for sponsorship is like having a second job wasn't lying.
02-02-2013, 01:03 PM
#18
02-07-2013, 10:50 AM
#19
Registered
i know a little bit about this subject. The following link below is a program that Mazda has been running for its North America market for many, many years. You can bank of this program being here for many more years as it is the foundation of how Mazda supports their racing customers.
https://www.mazdamotorsports.com/wcs...ontingency.pdf
https://www.mazdamotorsports.com/wcs...ontingency.pdf
02-07-2013, 11:32 AM
#21
I don't have a specific sponsor in mind yet. Still trying to to come up with a game plan and a pitch.
Ive been accepted to enter the Bullrun 2013.
Basically, the publicity is potentially endless. Aside form the fans that watch the TV coverage, It takes place on real roads with everyday normal drivers that can fit into any demographic. And over the course of 3000 miles, That's a lot of eyes checking out these highly decorated cars.
Not to mention there's tons of local media coverage at every city that the rally stops at each day.
Then there's social media. People taking pictures of these cars and posting to facebook or twitter or what have you.
Its so much larger than a sponsor trying to cater to the demographic that watches racing.
Im also thinking that I may have to limit my sponsor hunt efforts to those that may not mind a little controversy. The name of the show is after all "Cops, Cars, And Superstars"
Ive been accepted to enter the Bullrun 2013.
Basically, the publicity is potentially endless. Aside form the fans that watch the TV coverage, It takes place on real roads with everyday normal drivers that can fit into any demographic. And over the course of 3000 miles, That's a lot of eyes checking out these highly decorated cars.
Not to mention there's tons of local media coverage at every city that the rally stops at each day.
Then there's social media. People taking pictures of these cars and posting to facebook or twitter or what have you.
Its so much larger than a sponsor trying to cater to the demographic that watches racing.
Im also thinking that I may have to limit my sponsor hunt efforts to those that may not mind a little controversy. The name of the show is after all "Cops, Cars, And Superstars"
02-07-2013, 11:34 AM
#22
Registered
EXACTLY. The dealerships have coop dollars that can get matched by Mazda however many promotional mgrs at dealerships know that racing does not increase traffic. A few of the bigger dealerships in Cleveland and Orlando know how to use this to their advantage and do it well.
Your best bet is to find a willing person who owns a company and wants to see their name on the side of your car. They may pony up a few dollars for a set of tires in exchange for a large vinyl graphic on your car. Keep in mind that wrapping your entire car will cost them North of $1,500 and that does not include any $ ending up in your pocket!!!
The best bet for your type of event is to have a graphic design buddy make up a few mockup drawings of your car with a few diff designs of Freds Wings and Suds and present them this idea visually. You'll also want to share demographic info of how many people will see this and most importantly you'll want to have a schload of high res, high qual pictures taken and spead all over the web.
A local pub or restaurant may benefit by having their name on your car and having a discounted event the night of your event. This could involve pretty girls in tight t-shirts handing out flyers). Freds Wings and Suds is looking to have a really great night and generate some buzz for their business. This is whats in it for THEM. If you can create a neat little promo for them they are likely to throw some $ your way.
Racers need to eat and many like beer. Perhaps a local watering hole close to your event exists and I'll suggest this is your best shot.
Give me a shout if you need help with this. Easy stuff.
E
Your best bet is to find a willing person who owns a company and wants to see their name on the side of your car. They may pony up a few dollars for a set of tires in exchange for a large vinyl graphic on your car. Keep in mind that wrapping your entire car will cost them North of $1,500 and that does not include any $ ending up in your pocket!!!
The best bet for your type of event is to have a graphic design buddy make up a few mockup drawings of your car with a few diff designs of Freds Wings and Suds and present them this idea visually. You'll also want to share demographic info of how many people will see this and most importantly you'll want to have a schload of high res, high qual pictures taken and spead all over the web.
A local pub or restaurant may benefit by having their name on your car and having a discounted event the night of your event. This could involve pretty girls in tight t-shirts handing out flyers). Freds Wings and Suds is looking to have a really great night and generate some buzz for their business. This is whats in it for THEM. If you can create a neat little promo for them they are likely to throw some $ your way.
Racers need to eat and many like beer. Perhaps a local watering hole close to your event exists and I'll suggest this is your best shot.
Give me a shout if you need help with this. Easy stuff.
E
02-07-2013, 11:37 AM
#23
Registered
This is PWC's doc: http://www.world-challenge.com/files...dChallenge.pdf
02-07-2013, 07:12 PM
#25
Voids warranties
Thread Starter
Before you go off sponsor hunting you need to check the contract with the show... If they have agreements in place for show sponsors and there is a conflict with one of yours you will be covering/removing your stickers. It is not uncommon for a production of this type to have say in what/who is on your car.