So you’re interested in competing in car audio competitions on a national level? Great!  Does this mean you need a sponsorship? Not necessarily.

Many manufacturers provide sponsorships, mostly through free or discounted products, to a select number of competitors each year.  Some stereo shops will offer similar sponsorship to either employees or clientele.  All they typically ask in return is that the equipment is taken care of, showcased, and you promote their gear whether it be through decals or another medium.  Sponsorships definitely help in fueling car audio competition.

With that being said, who should be attempting to get a sponsorship?  Everyone would like to get something for nothing, whether it be in car audio equipment or otherwise.  But who really is going to serve the purpose of the sponsorship?  Some of the answers may surprise you.

Resoundingly, every one who has spent a dime on car audio competition at times feels like they have spent too much and should have sponsors to help them cover the cost of competing.  While this would be nice, the first thing you have to consider is that this is a voluntary hobby you are partaking in, so your expenditures are also voluntary. 

I know that it may seem like nobody can afford to be competitive on their own funds.  Hence the structuring of the classes in most organizations.  I also know that many of you would much rather compete in a Superstreet or Superstock class as opposed to Street or Stock or maybe you want to go all out and build an Extreme class trailer queen. 

I could tell you that everyone should get a sponsorship so they can show the world what they can build.  But, I could also tell you that no one should ever have to pay taxes again either.  Unfortunately, neither of those scenarios is very realistic in terms of being likely to happen within our lifetimes.

Where do you draw the line as far as who should be getting sponsorships?  Should you be getting one?  Who should make that decision?

First and foremost, sponsorships come in many shapes and sizes, and some may not seem like sponsorships at all.  But let’s talk about major equipment sponsorships, since they are what so many of you are gunning for or have attempted to get, whether your attempts have been successful thus far.  (We’ll discuss in Part II some of the things you should do to increase your chance of obtaining a sponsorship)

There are some basic guidelines that apply as far as who should get sponsorships and why.  If you are in your first year of competing, unfortunately, I must tell you, you likely do not need a sponsorship.  Why?  Sponsors need somebody who is familiar with competition and is likely to stick with it for a period of time longer than one season.   They need someone who knows what it takes to get an invitation to finals and go.

If you only attend a few shows per year, you probably don’t need a sponsorship either.  Why?  Sponsors support you and provide you product so other people can see what it does.  It is a means of advertising for them.  If their product is not advertised, instead of making them money, you have now cost them money.  I don’t know many people who are in business to just give away money, but if you find one like that, sign me up.

Who should be getting a sponsorship?  If you are committed to making every possible effort to make it to finals, you can give yourself a point for that.  Keep in mind, this means paying for all of the out-of-pocket costs that your sponsors are not likely to cover.  If you aren’t sure how much it costs out-of-pocket to go to finals alone, check with some seasoned competitors and they’ll tell you it’s not cheap.  Factor in the ever-rising costs of gas to make it there and then add in a cushion because there’s bound to be something that is going to cost more than you thought.

If you are committed to attending a number of shows in a number of places, give yourself another point.  If you are comfortable opening your ride to those that are also attending the events you’re attending, add one more.  These two are important factors to your sponsor because, as I mentioned above, people need to see and experience the product.  The more people that see the product and what it can do, the greater exposure your sponsor has been given, and with any luck, they will make some sales from your demonstrations.

If you conduct yourself professionally at shows, plus one for you.  If you are being sponsored, you are representing the company who is sponsoring you.  If you are belligerent or discourteous at shows, you may be turning away potential customers for your sponsor and giving out the wrong impression.  Bad impressions tend to last longer than good ones.

Do you have a positive track record?  If so, that’s a point.  If you have attended many shows and placed well at most of them, this is a positive sign to your sponsor that you can use their equipment to hopefully do the same thing.  Bigger numbers, better scores, better advertisement for the people who make and sell the equipment you’re running. 

Have some world record titles under your belt?  Add two for that.  Consider this like the NBA draft.  The teams want those who have proven they can go the extra mile and are at the top of their game.  They like to see what you can do with what they provide you and get your input as far as improving their product.  They know you have what it takes to make the grade.

If you’ve scored at least five points so far, you’ve proven you’re committed and may be a good investment for a sponsor.  If you’ve scored four or less points, it would likely be beneficial for you, and your potential sponsors, if you improved on those areas where you’re lacking before you become sponsored. 

Sponsorships are business.  You have to keep that in mind.  It’s not just a matter of, “I don’t make more than $25,000 a year, how am I supposed to afford competing and buying product.”  Again, that’s why there are different types of classes.  Start out small and go bigger as time and money allow.  When you are sure you can be committed to your sponsor and can effectively represent their interests and your own, it may be your turn.  Stay tuned for Part II - How to Get a Sponsorship.

Tara Orozco

April 27, 2006