Every racer dreams of landing the perfect sponsorship, but too many approach it the wrong way—expecting a company to invest in them without offering value in return. Worse yet, many don’t even bother to learn about the company or support their products before asking for help.
At Carpy’s Print Company, we receive countless emails from racers requesting sponsorships. The problem? Most of them have never ordered wraps or racing merchandise from us. It’s hard to invest in someone who hasn’t invested in us first.
If you’re serious about finding sponsors, it’s time to rethink your approach and focus on providing consistent, genuine value.
1. Know the Company and Its Products
Before you even think about reaching out, do your homework. Sponsors want to partner with racers who can represent their brand well. That means:
• Understanding their products or services.
• Being able to speak intelligently about their value.
• Using their products yourself, so you can share firsthand experiences.
For example, if you’re approaching a company that makes racing wraps, you’d better have one of their wraps on your car already. How can you promote something you’ve never tried? Sponsors want authentic ambassadors, not opportunists.
2. Support the Business Before Asking for Support
Sponsorships are partnerships. If you haven’t supported a business by buying their products, sharing their social media posts, or recommending them to others, why should they support you?
At Carpy’s, we’re far more likely to consider sponsoring racers who already order from us. Why? Because they’ve shown they believe in what we do. Start by being a customer and showing genuine support—that’s how you build trust.
3. Stickers on the Car Don’t Get It Done
A logo on your car is great, but let’s face it—it’s not enough. Sponsors need more than passive visibility; they need active engagement. That means creating content and integrating their brand into your racing program in meaningful ways.
Think about how you can showcase the sponsor’s brand in action:
• Videos of you using their product in your pit.
• Social media posts explaining how their service supports your racing.
• Creative content that ties their brand to your wins, challenges, and journey.
4. One Post Won’t Cut It
A single social media shoutout or tag won’t move the needle for your sponsor. To provide real value, you need to develop consistent, engaging content that keeps their brand front and center.
Sponsors are looking for racers who:
• Post about their brand regularly, not just once or twice.
• Get creative—think reels, stories, and behind-the-scenes footage.
• Highlight the sponsor’s involvement in your success, showing how their product or service is a vital part of your race program.
Consistency builds trust, engagement, and a stronger partnership.
5. Be a True Brand Ambassador
The best sponsorship relationships don’t end at the track. A true ambassador actively promotes their sponsor’s product or service outside of race day. This could include:
• Recommending their brand to friends, family, and fans.
• Sharing their promotions or events on your personal platforms.
• Attending sponsor events as a representative of their brand.
When you’re genuinely invested in their success, sponsors will be genuinely invested in yours.
6. Tie Their Brand Into Your Race Program
Make your sponsor’s brand a seamless part of your racing story. For example:
• Include their logos and branding on your team’s merchandise.
• Feature their products in your pit setup for fans to see.
• Create content that explains how their product has helped you achieve better results on the track.
Sponsors want to feel like they’re part of your team, not just a name on your car.
7. Provide Tangible Value
When you’re pitching to a sponsor, focus on the value you’ll bring to their business. This could include:
• Expanding their reach through your social media audience.
• Driving sales by showcasing their products in action.
• Strengthening their connection to the racing community through your involvement.
Remember: sponsorship is a business decision. Show them exactly how their investment in you will pay off.
8. Build Relationships Before You Need Them
Don’t wait until you need money to reach out to potential sponsors. Build relationships throughout the year by:
• Following them on social media and engaging with their posts.
• Attending events they sponsor or host.
• Using their products and sharing your experiences.
When sponsors see you’re already invested in their success, they’ll be more inclined to invest in yours.
9. Represent Yourself Professionally
From your first email to your last race of the season, professionalism matters. A polished sponsorship proposal, consistent communication, and a positive public image will make sponsors want to work with you.
Conclusion: Sponsorships Require Effort, Creativity, and Passion
If you want to secure sponsorships, start by showing sponsors you understand their goals and are committed to helping them succeed. Stickers on the car and one-time shoutouts don’t provide value. Develop creative, consistent content that integrates their brand into your race program and promotes their business both on and off the track.
Sponsorships aren’t just about what a sponsor can do for you—they’re about what you can do for them. Be the partner they can’t wait to work with.
