Sponsorship Reality

By Anthony Martin
Photos by Adam Campbell and Rockstarr & Co.

Purchase a bike, approach a list of sponsors, get cash and free parts and start racing. It seems that a lot of today’s riders believe that this is how you go about building a racing career. We’re here to tell you that this is a misconception, it just doesn’t work this way. If you read ahead you’ll discover the correct way to go about building a racing program. Do it like we suggest and you’ll get much farther than you would by going about it like many of today’s riders.

Then and now…
First off, there’s no getting around it, ATV racing is an expensive sport, especially now days. A racer must be ready to spend a lot of  their own money, from parts to transportation. A great racing plan would start with anticipation of paying for everything in a race program out of pocket. This would include paying for a bike, paying for motor and suspension modification and sometimes even a mechanic. With competitive set ups, a professional appearance, and a uniform look, sponsors will eventually come to you or at least know who you are when you approach them.

Five years ago, when times were better, sponsors and manufacturers had much bigger budgets and offered much more than they do now days. Companies in our industry are closing up left and right and struggling on a day-to-day basis, but don’t give up, aftermarket sponsors need your help now more than you know. You just need to know how to go about building a relationship with each of your sponsors. Paraphrasing great president Kennedy, “Ask not what your sponsor can do for you, but what can you do for your sponsor”. The more you do for a sponsor the more they will be able to do for you.

Why don’t you deserve a “free ride”?
Don’t keep asking for more, and more. Earn what you get first. You wouldn’t start a new job and instantly start asking for raises on a monthly basis. Today’s pro level is not a hobby anymore, it’s a job. Pros give up a lot and sacrifice everything for the opportunity to try to win a championship. From strict diets, to daily practice and training, to staying home while friends are out partying — pros take their racing careers serious and earn their sponsorship freebies. So what will you give up? Why do you feel you deserve the same rewards when you enter a local race? Don’t get down if you don’t receive a “full ride”, or free stuff. You just need to work that much harder. With every great victory comes great sacrifice!

Why don’t you deserve more than a minor discount?
Look at the race series you are a part of. Don’t expect the world for racing a “local” series. If the series you are running doesn’t receive coverage from either websites, television, magazines etc. then ask yourself what would be at the best interest for a sponsor to do for you? This is what constitutes, at best, a minor discount. How many spectators “flock” to watch an amateur race? Pros bring the attention that’s why they get the big sponsorship programs. There is nothing more frustrating as a sponsor than to hear a rider keep asking for deeper discounts or more stuff for free. Just because you spend money to go racing somewhere doesn’t entitle you to get a bigger discount each year. Do you ask Wal-Mart for a cheaper price since you shop there often? Racing requires a lot of hard work, sacrifice and money to be competitive. If you don’t have any of those traits you should be racing strictly for fun. If this is the situation then don’t expect too much in the way of sponsorship programs.

Become involved with the company you are wanting to be sponsored by.
If you have the opportunity visit their location and help when you can. Companies will always appreciate this and award you for it later. Don’t take sponsors for granted. If you live far away from your sponsor you must work that much harder. For one thing if you send people from your area to a sponsor make sure they mention your name — not for a cheaper discount for your buddy, but to remind your sponsor that you are out there spreading the word about their company.

Be vocal. If you see an opportunity for a sponsor, or there is something you feel your sponsor should be a part of then let them know. If you see something out at the track or riding area that can help your sponsor’s business by all means tell them. Sponsored riders can be used as the eyes and ears for companies. It seems the outspoken racers get more help. Companies would rather give more to a novice rider that brings in more business than a quiet “withdrawn” professional rider that doesn’t do much at all to lure business to his sponsor. And always bring positive attention to a sponsor, never negative, that will surely be the end of your sponsorship program with that company and quite possibly others as well. The main reason companies sponsor riders is to cultivate more business. That means you need to try to bring business from family, friends and people you meet on the street.

Wear sponsor apparel where it matters.
Racers can often get caught up in fashion and style. The fact is you should be supporting the company supporting you. If you are sponsored by “Tap Out”, or “Volcom”, then great, if not, why are you wearing that logo and not your sponsor’s? Sponsors want you to wear their brand to show brand awareness. Do you think the fighters in UFC on TV wear the clothing they wear because it looks cool? No, they wear it because they are getting paid to. You must understand that is in turn their paycheck that helps them continue to fight.

Put your wife, girlfriend, mother, kids and anyone else you take to the track in your sponsor’s gear. Send photos of this with your race report. Show your sponsors that you are out there supporting their brand. It also doesn’t hurt to suit up your female friends in your sponsor’s gear, because girls seem to attract more attention than guys. Read your sponsorship contract I can guarantee that 95% of them ask you for race reports and pictures. DO THIS! Sponsors do want to know how you are doing, but more contact with a sponsor will put you “in front of their face” more. Run stickers, if you’re out, ask for more!

Be loyal, if you have a sponsor stick with them.
Don’t just shop around for the cheapest price. If you desire a lower price rather than good customer service then go that direction don’t waste the time of a sponsor that can direct their attention towards more deserving racers. Don’t be a “sponsor-whore”, sponsors respect loyalty. Always do your best, you wouldn’t expect your sponsor to give you 10%, so make sure you give them a 100% at all times.

Don’t burn sponsors.
Lastly, always end a relationship or contract on a good note. This way you can be welcomed back in the future. Always remember this industry is only so big and things very well could end up coming back around. Your reputation is just as important as getting good results out on the track.

There you have it. We hope you’ve
learned a better way to attract and grow sponsorship programs. Good luck and have a fun, safe and rewarding racing career.

Tags:

Comments

comments