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HOW TO GET SPONSORSHIP
Looking for Sponsorship?
A lot of racers starting out will plough their own spare cash into machines, kit and race fees.
Many younger riders depend on their families to fund them so they can try racing. But as well as your own personal money, there are firms and businesses who are so enthusiastic about bike racing that they are prepared to help.
Whether they buy you a bike, pay your entry fees, supply tyres or safety kit at cost price or cover fuel costs, every little helps when you are getting started.
The best place to start is with your local motorcycle dealer. If he is interested in racing, he might try to help out with cut price products and kit in exchange for stickers on the bike.
Generally, companies will put money into bike racing as part of their marketing campaign. That means they expect their product or service to get exposure to a wider audience and hopefully they will sell more. In a nutshell that’s why most companies get involved in racing.
As a rider, any firm that manufacturers a product that might appeal to an audience interested in bike racing is fair game. You can approach the firm and ask them for sponsorship, but be prepared to answer a lot of difficult questions. Big companies have big budgets that are carefully controlled. You’ll have to approach them professionally and have strong arguments and statistics to back up why they should get involved. Should you be competing in a series that has TV or magazine coverage contact the series organizers to find out more details of the number involved. This sort of information is crucial when presenting to a sponsor.
One change of tack is to enter a series for a newly launched model. Over the years many manufacturers have done high profile one make series. Not only does this level playing field make the best riders stand out, but the efforts of the manufacturer will potentially gain you a lot of recognition. The most high profile of these at the moment is the R6 cup. Sponsored by Virgin, this one fee then all costs covered form of racing attracts a lot of attention.
Magazines are worth considering for sponsorship as well. When Neil Hodgson was running in World Superbike he had backing from Motor Cycle News and wore their logo on his leathers. MCN backed Hodgson for the same reasons as above – by being seen on his leathers and associated with him it hoped to sell more issues. Be aware that big money sponsors don’t back slow horses! You’ll be under a lot of pressure to perform if you are lucky enough to get such high profile help. You might like to try being ‘a big fish in a small pond’ when you first start out. Being the fastest racer in your village gives you something positive to shout about in the local paper. Trying too much, too soon will score you on own goal.
Do your homework, create a presentation document and when you meet the sponsors dress smartly and take time to prepare yourself. At the end of the day it’s a business transaction, so you need to conduct yourself like a businessmen.
The ACU’s Dave Luscombe also advises about “the importance of keeping in touch with sponsors throughout the season. Keeping them up to date with progress as well as offer some hospitality at race meetings. It all makes a difference when you ask for help next year”
Summary
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Be prepared to spend your own money to fund racing at the start. |
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A good place to start looking for sponsorship is your local motorcycle dealers. |
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Ask your club if any local suppliers offer club members assistance. |
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Distributors sometimes offer special package deals to racers. |
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Sponsors will only get involved if they think there will be a benefit to business. |
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The bigger the sponsor, generally the higher the profile and better results required from the rider. |
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Treat the sponsor well and provide plenty of feedback. |
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Be realistic when asking for sponsorship
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