How can racers leverage their existing sponsors to get new sponsorships?
Answered in: 2024 Motorsports Sponsorship Summit Part 2: Holley, K1 RaceGear, & BFGThe Answer
Racers often underestimate the value of their existing relationships and partnerships. You can introduce potential new sponsors to your current partners, distributors, or retail connections. For example, one racer introduced a sponsor to a retail chain with five stores before ever receiving any sponsorship, which led to a large purchase order and subsequent sponsorship deal. Form alliances between your partners - this network effect can be powerful leverage when approaching new sponsors.
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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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