What does sponsorship typically look like from racing product companies?
Answered in: 2024 Motorsports Sponsorship Summit Part 2: Holley, K1 RaceGear, & BFGThe Answer
Most racing product companies offer product sponsorship rather than cash, ranging from discounts to full product support. Cash sponsorships are rare and typically reserved for the best of the best. Companies evaluate sponsorship ROI at a 4-to-5-to-1 ratio, meaning every dollar spent should generate four to five dollars in return. Sponsorships often start small and grow into long-term partnerships based on mutual value and relationship building over time.
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2024 Motorsports Sponsorship Summit Part 2: Holley, K1 RaceGear, & BFG
Sponsor Speed Dating, first half — one-on-one sessions from the 2024 Motorsports Sponsorship Summit (January 13, 2024): 1. Bill Tichenor (Holley) walks through Holley's huge brand family — MSD, Flowmaster, Simpson, Racepak, NOS and more — and what each sponsors. 2. JR Twedt (President, K1 RaceGear) on what K1 looks for from sponsored drivers. 3. Nate Hunt (BFGoodrich / Michelin Motorsports, Jackson Motorsports Group) on how the biggest brand in off-road picks its racers.
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