How to Get Sponsored by THOR

THOR is one of motocross's oldest apparel brands, built in San Diego by racers who needed real protective gear when riders were still borrowing hockey and horse-racing equipment. It backs everyone from Supercross stars like Aaron Plessinger and Hayden Deegan to amateurs just getting started. Josh Shorter, THOR's brand manager, has spoken at my motocross and off-road Sponsorship Summits. His message is consistent: be honest about who you are, ask at the right time, and give THOR something real to work with.

Why THOR sponsors racers

Exposure matters to THOR, and Shorter said riders' own channels now count too, since "everybody's got a microphone and a camera these days." But racing comes first. "Results, results, results. I mean, this company was founded on racing and the need for competition apparel." ▶ Watch Josh Shorter explain why THOR sponsors

Riders also help design the gear. "One of the other really key things that we expect from our athletes is product feedback," Shorter said. He described a product meeting where months of development came down to one question: "Is this better than our current one? Is it going to make a difference? No? Throw it away." Rider feedback drives those decisions: "They're crucial to driving that process." ▶ See the full answer

Don't oversell yourself

The pitch Shorter hears most is the one that hurts riders most. "How often... somebody comes up to you and says, 'I'm the next such-and-such, my kid is the next such-and-such.' If you were at that level, I'd know who you are. So don't misrepresent yourself." Instead, he said, "bring a real story, bring an authentic thing: this is who I am, this is what I can do for you, and this is how I'm going to get there." ▶ Watch Shorter on authenticity

Details count. On proposals, he called out spelling and grammar: "Those little blue lines that pop up on your screen mean something... It may seem shallow, but to me this indicates a lack of care about how the athlete represents themselves." ▶ Watch the session

Know what each level looks like

THOR's support scales with the rider. "If you're an active racer and you reach out to us and you prove that out in an authentic way, discount levels are available, flow product is available," Shorter said. "In the pro ranks, you're talking salaries, bonuses, all that kind of thing." ▶ Watch what a THOR sponsorship looks like

THOR also promotes its riders. Its In Focus video series profiles athletes in more depth, which can help them reach audiences and sponsors beyond motocross. It also builds cross-promotions around a rider's personality, like the cowboy-themed kit it made for Aaron Plessinger.

Shorter called the expectations "scalability": they grow as a rider moves up. His advice to a young rider is to "start with professionalism," and he said authenticity is easiest to find at the grassroots: "Nothing gets more authentic than the am level. Those people are into it." He also wants relationships that stay positive: "There's nothing good about watching the clock waiting for a particular deal to expire." ▶ Watch the session

His reminder to every sponsored rider: "Look at yourself and how you are representing not just yourself, those brands, to the public, the consumer." ▶ Watch the clip

Apply online, then show up at the races

There's a formal starting point. "At the bottom there's a link for rider support. Go on there, digital, fill out your application, and our rider services team will have a look and get back to you. So that's the easiest step right there," Shorter said. ▶ Watch how to get sponsored by THOR

THOR is also easy to find in person. It has staff at every Supercross, motocross and SuperMotocross round, runs consumer activations, and parks a THOR hospitality rig with the Star Racing team. And THOR is active on social media, where Shorter said the brand treats itself as a publisher.

Get in front of THOR in spring and summer

Timing depends on your level. "Q3 into Q4 is that timing of it... that's when contracts are going out, that's when it's official. However, it's an ongoing thing year-round," Shorter said. For amateurs, he moved the deadline up: "When it comes to the amateur side of things, that's more spring and summer. They need to be reaching out to us, getting in front of us, getting their materials in front of us." ▶ Watch Shorter on timing

He knows that sounds early. "The year goes by quick. You get buried into the race scene, you get buried in the travel, and you forget about, 'oh man, I was supposed to hit up Thor,' and now the window's closed." Still, he added, "technically our window doesn't close." A good opportunity can come at any time. ▶ See the full answer

Give the fans something

Shorter's favorite activation shows how little it can cost. THOR made rally towels for Hayden Deegan, and at a big outdoor national the Deegans started throwing them into the crowd. The fans went wild, and Hayden went on to win his first outdoor overall that day. Any rider can copy it, he said: "You guys can do it yourself. Put your name, your number, your face on it, whatever you want to do, but have a fun thing like that, have a fun giveaway, something engaging with the fans." ▶ Watch the rally towel story

Your checklist for THOR

• Fill out the rider support application linked at the bottom of THOR's website.
• Describe your results honestly. THOR already knows the riders at the top.
• Proofread your deck. Typos tell Shorter you don't care how you come across.
• Amateurs: reach out in spring and summer, before contracts go out in Q3 and Q4.
• Offer real product feedback and content, not just exposure numbers.
• Find a cheap, fun way to engage fans at the track, like a giveaway with your name on it.