Most small teams can't afford a sponsor.
Suggestions on where to learn up so I can write up some proposals and shot gun them out and not look like a total idiot (I know I need to Taylor tailor them to specific companies because their needs are each different, but that's all I know!!!)
If you shot-gun them out without spell checking them, you
will look like a - well - I don't think you are, but kidding aside, you need to focus.
Shotgun is the wrong tool - you'll spend a lot of time and money at Kinkos that will simply end up in the land fill.
You need to build a brand along with a team and a car, know the sponsor's business, show how your brand integrates with a possible sponsor, and deliver results.
What can you provide for a sponsor?
It needs to be a good fit.
It goes from a racing endeavor to a partnership. You'll need to be prepared to take care of your sponsor(s), make time (this is what kills a lot of low level folks) to drag the car to events - even if it's a company picnic - and the driver will need to be available to do the glad-handing.
Most of the visibility of racing sponsorship does not happen on the track - it happens with tie-ins, print ads, displays at shopping centers and festivals, shows, etc.
To enforce this point, other than Indy, the Knoxville Nationals or NASCAR events, there are seldom enough spectators at any event to warrant putting a car on the track to raise brand awareness. Road racing generally sees more people on any given weekend, but few events are telecast, and you're sharing a track with 25-40 other distractions. Take a look at any drag racing event on You-tube - there's nobody in the audience, so your team needs to reach the public in other ways than simply racing.
You need to commit to providing value to your sponsor. Ask yourself, "What are we willing to commit to help our sponsor?"
It's nice to have the parts - be grateful for them - but it's a fools errand to try to get cash out of a competition related business. It's not unusual at a lot of events to have more competitors and team members than fans in the seats. All of your competitors already shop at Summit or are using ARP studs, so why would they pay you to put a sticker on your car that came free with the last order you placed?
Press releases are your friend - provided you've got an interesting story. I lucked out with an NPR affiliate in Milwaukee and a magazine cover in Great Britain - but I'm running an unusual car that has it's own historic and romantic appeal.
Honestly, it's all most can do to get the car ready for the race.
You're committing to at least a part-time job to maintain sponsorship at the level you propose.
Also, keep in mind - the more sponsors you have, the less impact you can provide for any given sponsor, and the less amount of time you can provide for them. If the car is plastered with stickers, nobody knows who to thank.
To start, figure out why this team is unique. Critically evaluate what separates you from the competition. Make a mission statement, and go from there.
A lot of small PR firms will give you a free meeting. Take your mission statement in, along with the team competition goals, explain the fund raising you need to do, trade dog-and-pony shows, and ask for specific examples that they've done in sports marketing and sponsorship.
It will be an uphill battle, but first determine if you can afford a sponsor.
