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SPONSORSHIP

CSC Racing Products Inc. does not offer contingency awards and we do not sponsor individual racers. We believe that all of our customers deserve a quality product at a reasonable price and by doing this we are able to sponsor all of our customers.
Having said that, this article appeared in Inside Track Motorsport News in the fall of 2001 and it is an excellent guide to obtaining and keeping sponsors. We reprint it here, in its entirety, for anyone interested. All of the contact information for Ernie Saxton and his business appear at the end of the article as a courtesy.

Every once in awhile I have the opportunity to just sit in my favorite easy chair with a pad and pencil. Lights are down low, a little Merle Haggard, a little Coleman Hawkins playing in the background.

It often amazes me what runs through my mind during these quiet times. Let me share some thoughts with you. A racer called the other day and wanted to know what I could do to help his sponsorship efforts. "Send me a copy of your promotional packet, your brochure, or whatever material you are using," I asked.

He didn't have anything to send. He never had anything created. He would just ask around. That was his sponsorship marketing efforts. That probably had something to do with his lack of success.

If you are seeking sponsorship, create a brochure or have someone create a brochure that offers the basics of your sponsorship program. Have some with you at all times. Give them to people who express interest. And follow up with a telephone call. Don't wait for them to call you.

As a member of the working media it aggravates the hell out of me when someone sends me an e-mail news release as an attachment.
Attachments offer us the opportunity to pick up a virus. It takes extra steps to get the information as an attachment. It takes more time.
When you send out that news release and you should be keeping the media informed on your racing efforts, your sponsorship successes. Send it as straight text (ASCII).

With the economy a little sluggish, the complexion of the future changed dramatically as a result of the tragedies in New York, Washington, D.C., and Western Pennsylvania, those seeking sponsorship support better be putting their best foot forward. That means a very professional approach to your racing efforts if you are going to seek serious sponsorship support. Be prepared to give 150% to a sponsor.
Put your racing program and sponsorship proposal on the internet. It makes things roll along much more quickly when you can tell a potential sponsor that they can learn some basics about the team and the sponsorship offering by going to your website.
But that is not the end of it. Follow up. Offer to answer any questions.

Show up at the race looking as if auto racing is a serious business to you. Often times potential sponsors, people you have been talking with about sponsoring your team, will show up unannounced to see how your team operates at an event. If you don't look good, they don't consider you.

Banquets. It is deplorable how some racers dress for awards banquets. It is as if they are not proud of the sport they are representing. Keep in mind, if you are an award winner, there will be photographs. Perhaps some will appear in the media. You should dress like a professional so when the sponsor, potential sponsor, gets a look at those photos, he or she is impressed.

The end of racing season is the time to be offering to do personal appearances with the race car. Offer them at no charge for civic organizations, charities, and your current sponsors. Good exposure to potential sponsors and keeps a good relationship with current sponsors.
For those profit making groups, even if they are considering you for sponsorship, that want you to do a personal appearance, charge them.
Should the company that has been considering you for sponsorship decide to go ahead with the deal, then you can credit the personal appearance to the cost of the sponsorship package.

From Bottom Line/Business, a publication I read on a regular basis. Many of us are using e-mail on a regular basis but many of us do not use it correctly.
1. No "shouting" - all capital letters. That is not acceptable.
2. Do not forget conventional grammar, spelling and punctuation.
3. Do not omit greetings and classiness that are part of polite and effective business messaging.
4. Always use a subject line that tells recipients what message is about. No subject line often gets a message deleted before it is read.
5. Do not send large attachments that may tie up the connection of a recipient with a dial-up modem. Call and ask before sending.

When the season is over or just about, put together the season recap for your sponsors.
Include a photo, a thank-you letter, a rundown of race events, copies of media clippings about the team that appeared in program books and newspapers.
Of course you only have to do that if you want the sponsor back.

By fall you should have updated your sponsorship marketing proposal, brochure and packet. Include new photos. Make sure you have a photo that shows what the car, the hauler and the driver looks like without a lot of other people in the photo.
Actually you should be well underway with sponsorship efforts for next season.

I've noticed race teams now selling sponsorship, different sponsors on each side of the race car. That is not a good business. Even worse business is selling two of the same type businesses space on your race car.

Take some time, spend some money, learn about sports marketing and sponsorship. Buy some stationery and business cards.

Let me get back to more Merle Haggard and Coleman Hawkins. More thoughts coming.

Next time we will write about event marketers and more. Of course there will be a number of ideas that you can use.

Feel free to telephone me at 215-752-7797 or 215-752-2392.
or visit our website at ERNIE SAXTON COMMUNICATIONS, INC.

I will be happy to answer questions to the best of my ability and send you a brochure of sponsorship materials and services we offer along with samples of our monthly Motorsports Sponsorship Marketing News.

From team sponsorship programs to event marketing to corporate promotions Wide Open Motorsport Solutions can develop the program that is right for you.

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