How should international or regional companies approach expanding through motorsports sponsorships?

Epic Racewear from Canada provides a model: start by looking for racers, influencers, tracks, series, or sanctioning bodies that can introduce you to new markets. They seek partners who can bring clients they wouldn't otherwise reach. Sponsorships typically start as product discounts that function like cash, beginning small and growing based on performance. Partners who make valuable introductions - like one driver whose phone call to a NASCAR Cup driver led to relationships with 11 teams - can earn significantly more including free product. The key is the two-way street: you must have something to offer them while they have something to offer you.