Clay Baumann, of Highland,...
Clay Baumann, of Highland, Illinois, schedules appearances at stores, shows, and schools with his car. Courtesy of Advantage Motorsports
Her company can work up a one-sheet, basic proposal for between $100 and $300, giving a driver a document that can be used repeatedly to approach different sponsors.
"One of the most important things to realize is there is no reason not to start small with a sponsor," she says. "If you can get a business interested in racing, [then] get their name on the car and get them involved in the team, even if it is for only a couple hundred dollars worth of products or service.
"If you perform for them on and off the track, they'll realize it is a good investment and be back again the next year."
Steve Fisher says there is a second, often-overlooked advantage to putting a local business' name on the side of a race car.
"It gives a team credibility," he says. "It tells fans and other businesses that someone in business has faith and confidence in the driver and considers racing a good investment. In that sense, sponsorship is good advertising for the team, because it can attract other businesses who figure if Days Inn sees a positive return, maybe they should give it a try.
"The most important thing for racers to realize is that just putting a company's name on the car isn't good enough," he says. "You are making a commitment to that sponsor to represent his or her company.
"But if every racer did his job, there would never be a shortage of sponsors.
"Jerry F. Boone can be reached at Jfboone@aol.com.
Tracy Fischer encourages her...
Tracy Fischer encourages her clients to take advantage of every opportunity they have to get their cars before the public. Courtesy of Advantage Motorsports
Know your target: Ask yourself, "why would I sponsor this team?"
If you can't come up with a good reason, maybe you should take up golf.
Know your audience: Talk to track promoters about how many people show up on an average night.
What is their average income? How many are women? Where do they come from?
What can a sponsor do? Sure, money is nice, but there are lots of other ways to cut the cost of racing.
Free tire mounting? Gas for the tow rig? Dinner for the team? Think of all the things you spend money on just to go racing, and then find ways to get someone else to pay the bills.
Have a plan: Before you sit down with a sponsor, determine where and how often you will race.
Will you put the sponsorship on just the car or on the trailer? How about uniforms? When will you be available for car shows or displays at the store?
What's in it for the sponsor? Does the business already draw heavily from the race crowd?
Maybe the owner doesn't need you. Is it a new business just trying to break into the market or an established one that has new competition? What can you offer that an ad in the newspaper won't?
Get it in writing: A handshake is still an honorable way to seal a deal, but it is even better if each party knows what they are shaking on.
Get down on paper exactly what the sponsor expects you to do for his help and exactly what you will get in return. Be realistic about how much time you can commit during the race season so you don't end up in the shop when you are supposed to be at a show.