Helpful Information on Successfully Obtaining a Sponsorship

For those of you who have read part one and are now reading part two, some of you have probably determined that you have some work to do before you try to obtain a sponsorship.  Others of you are perhaps a bit more stubborn and think that regardless of what has been said before, you deserve a sponsorship regardless of what qualifications you aren’t even close to attaining.  There are, I’m sure, a few of you who do surpass the expectations of most manufacturers and perhaps should be rewarded with a sponsorship and just haven’t been able to do so yet.

I would say it’s all in the presentation, but that’s not true.  The overall image your prospective sponsor has of you needs to be positive.  Let’s talk about how to make a good presentation and leave a positive image in the minds of your sponsor.

In Part One, we discussed attendance at shows.  Some manufacturers find this more or less important than others.  For those of you really gunning for that sponsorship, I stick with the theory that the more shows you attend, the more people see the product; thereby perhaps edging out someone also gunning for the same sponsorship who has attended less shows.

Some manufacturers prefer that you make it a point to attend certain events such as Spring Break Nationals or other large regional events.  If you really want that sponsorship, it can’t hurt to tell your prospective sponsor that you plan to attend this event with or without their assistance, if you do plan to do so.  If you tell them you’re going to the event, and don’t go for whatever reason barring extreme circumstances which does not include financial hardship in most cases, then you may be seen as not as committed as another potential sponsored competitor, and you may be lessening your chances of obtaining or keeping your sponsorship.

You may think it’s hard for a manufacturer/potential sponsor to see your conduct at shows and that your behavior and habits aren’t going to get back to them.  Think again.  Many sponsors have watchful eyes.  Just as you are looking for a sponsor, they are on the lookout for competitors to sponsor.  They keep their eye on the game, whether you notice them doing so or not.  They also may be inclined to ask your fellow competitors if they are making a wise investment in providing you with equipment to showcase.  Word of mouth, either positive or negative can mean a lot. 

Being on good behavior at all shows and partaking in activities that you feel may be questionable at times other than during the course of the shows can increase your sponsorship possibilities.  This does not mean don’t have fun at shows and don’t get into the spirit of things.  Enjoy yourself, but do so without making a complete ass of yourself to fellow competitors, spectators, and the sponsors.

So how do you present yourself to the manufacturers/potential sponsors?  Some companies have sponsorship applications that you can fill out and submit to them.  Others want to see your initiative in doing so.

A portfolio can be of great assistance, whether you are submitting a sponsorship application that has been drafted by the sponsor or submitting it blindly.  You should plan to include personal information about yourself, a list of the shows you have attended over the past several years (some organizations have set up their websites tracking this information for you, so you could print it off and submit it along with your proposal), a list of shows you plan to attend for the proposed sponsorship period, a list of your goals for the sponsorship period, photographs of your vehicle and install, and an itemized list of items their company manufactures that you are hoping they will agree to provide you as well as any other assistance you are requesting.

If it is at all possible, meeting face to face with the potential sponsor can be helpful, but it is not always necessary. Some manufacturers have team leaders or team organizers who are the ones that initially review the sponsorship proposal.  This information can be found on their websites or by calling the company. It is best to at least contact them by telephone prior to sending them a sponsorship proposal or application, and it may give you a good idea what they might be looking for themselves.  

The bottom line is that you need to present yourself and your vehicle well and prove to the sponsor that you are worthy of their sponsorship and will represent their company well.  Some of them will have certain requirements for you if you are rewarded with their sponsorship and they may request that you sign an agreement outlining the terms.  It is best to be sure that the terms you are agreeing to are terms you can live up to – you want them to live up to their end of the bargain, so you need plan to do the same.

Once it’s all said and done, if you don’t get a sponsorship immediately, don’t be let down.  Many competitors have spent a number of years trying to do the same thing with little or no luck.  Talk with the sponsors to find out what they are looking for and try again.  Increase your attendance at shows, the look of your vehicle, your sportsmanship, and your scores.  Eventually, it is likely that someone will take notice and will determine that you are worthy of their sponsorship.

May 16, 2006

~Tara R. Orozco