How to Get Sponsored by BELL Helmets and OMP

The BELL logo may be the most recognized mark in motorsports, and it sits on helmets from Formula 1 to Saturday-night dirt tracks. Its sister brand OMP makes racewear, seats, harnesses, steering wheels and other car parts. Racers who need a helmet will buy one anyway, so why does BELL sponsor anyone? Kyle Kietzmann, president of BELL Racing and OMP, has answered that question at my Sponsorship Summits and at PRI, and his answers give racers a clear picture of who gets a deal and why.

Sponsorship now means R&D and influence

Kietzmann remembers when sponsorship meant "filing cabinets full of decks and sponsorship proposals" and scanning the racing papers for whoever was winning. Today it's different. "Now our sponsorships are more based on series sponsorships, team sponsorships, partnerships, and then also sponsorships with professional drivers. And in many cases, those sponsorships also involve R&D, because we're trying to constantly improve the products and innovate new products for racers." ▶ Watch Kyle Kietzmann explain this

His best example is Brad Keselowski. BELL worked with him closely to develop a new NASCAR helmet that ended up in almost half the field, and when Keselowski became an owner at RFK Racing, the relationship grew into an official racewear partnership with OMP. "That R&D aspect, I think that's something that you can't underestimate when you're approaching potential sponsors," Kietzmann said. ▶ See the full answer

BELL sponsors the racers other racers copy

BELL thinks segment by segment. "On the racing side, our consumers are racers. I mean, that's who we're targeting," Kietzmann said. In winged sprint cars, BELL has backed Donny Schatz for more than 20 years "because we recognize that those athletes influence buying decisions within the winged sprint car market." Those fans aren't watching NASCAR or F1 for gear advice. "Their heroes are the people that are running World of Outlaws, and that's who they have a passionate connection with." ▶ Watch Kietzmann on grassroots racers

At a PRI seminar he described how sprint car driver Carson Macedo got his deal. Two-time World of Outlaws champion Jason Meyers "brought Carson to our booth and said, I'm working with this young man. I think a lot of him... And I think he would be a great representative of your brand. And so we decided to sponsor him based on Jason's recommendation, because ultimately, we want to work with good people who are going to influence other racers to buy our products." ▶ Watch the seminar

The athletes BELL values most help sell. Kietzmann pointed to Matt Crafton, a multi-time NASCAR Truck champion who also races a dirt late model: "He's out there promoting the brand. He's bringing customers to us. He's selling helmets. He's texting us and saying, I've got a guy that's interested in this, can you help me." ▶ Watch the seminar

Respect the distributors

This is the part most racers miss. "The reality is 80% of our products are sold through distributors," Kietzmann said. "So when we do sponsorships, we do have to be careful that we're not also competing with other customers within our industry." That's why many BELL deals are built on long-term relationships with athletes who can be great brand ambassadors. ▶ Watch the clip

Distributors can also be your way in. "We've had several sponsorship relationships that have come through working with one of our distributors," he said. As those racers grow and reach higher levels, that can turn into a direct sponsorship. ▶ See the full answer

What a deal looks like

Structures vary by brand and situation. "Some sponsorships are product-oriented, where we will provide some free product based on exposure for the brand and other certain deliverables," Kietzmann said. Before you pitch, do your homework: company websites, press releases and sponsorship announcements. "Also keep in mind that some of these companies are public companies," he said. SEC filings and investor information are worth reading: "I think that gives you a really good sense of what some of the company objectives are." ▶ Watch Kietzmann on research

For feeder series, BELL often backs the series instead of individual drivers. "If we sponsor the series and we do some product sponsorship and some contingency money, things like that, then that's a good way for us to sponsor the overall ecosystem of racers that are competing there." ▶ Watch the clip

Budgets close in the fall

BELL runs on a calendar year, and "typically budgets are done September, October," Kietzmann said. By PRI the roster is mostly set. There is some leeway: "Especially if you're bringing us a deal that's going to generate revenue and return, we're always open to a conversation." And the brand is always watching for young talent: "We're always looking for who's next, who's up and coming, who's going to be the next champion or the next great representative for our brand." ▶ Watch Kietzmann on timing

Don't pitch at the trade show. "It's not always the best time to approach us with sponsor decks and things like that, because we're there doing business. But it's always a good opportunity to connect with our staff and build a relationship." ▶ See the full answer

He also praised the way Keselowski treats the partnership: "Every time I see him, he's asking me, what can I do for you?" ▶ Watch the clip

How to reach BELL

Racetracks are hectic, so Kietzmann suggested reaching out through social media or email, visiting BELL's pro stores in Mooresville, North Carolina and Indianapolis, or catching a BELL representative at the track when schedules allow. One more tip: "It's always better when the person is wearing your products and comes to you for sponsorship versus they're wearing something else." ▶ Watch Kietzmann on where to meet BELL

And remember that research runs both ways. "We can also learn about you. We can talk to other competitors that you race with, how you conduct yourself, how you manage your brand," he said. ▶ See the full answer At PRI he put it more directly: "The first thing we do when we look at an athlete that we're trying to build a relationship is we look at what you're posting on social media." ▶ Watch the seminar

Your checklist for BELL Helmets and OMP

• Wear BELL or OMP before you ask, and be able to explain why.
• Show how you influence other racers in your segment to buy gear, and bring BELL customers.
• Offer real product feedback. R&D is part of why BELL sponsors.
• Build a relationship with a BELL distributor. It can lead to a direct deal later.
• Start the conversation before budgets close in September and October, not at PRI.
• Clean up your social media. BELL will check it and ask your competitors about you.