Again, my apologies for the delay. I was going to just talk about the sponsors role in the sport but, come on, we all know how important they are to the success of any track, team or series. Therefore, this entry will be a little bit different than the others because rather than just talking about sponsors and their roles in the sport, I expanded it to also give a few more tips that tracks or teams can consider to increase their sponsor value.
The one group in this sport that really doesn't deserve anything but thanks and praise are the sponsors. All of the rest of us have a little something we can change. But if we use that term "change", sponsors are changing as well but not all sponsors should be lumped together as though they are the same because their motivations, returns and expections are very different depending on the category in which they are classified.
Benefactors
Let's make things easy and start with the benefactors. That's right, I don't call them sponsors because it really isn't a mutually beneficial, two-way street like the more traditional sponsorships and businesses. The benefactors are those in the sport who give just to help teams, watch drivers grow and mature and enjoy the sport. The old-timers... the JW Hunt's that are still involved in dirt late model racing. Some of the active benefactors I think we all will not dispute - CJ Rayburn (he's more than just a chassis builder - believe me, his contributions to this sport far exceed that title), Bob Miller, Johnny Johnson, Raye Vest and Ed Petroff. (Please don't even try to spin this as though I'm based with the latter!)
These men have helped build and sustain some of the most potent teams in recent dirt track history. I believe all have been involved in the sport for 30+ years just as they are all self-employed business owners. It seems as though their success in business and that business saavy translates to an uncanny ability to select future stars when you look at the teams who have carried their name over the years. But, that same hard-nosed business saavy that has made them very sucessful is curiously absent when writing checks. This isn't a dig... thankfully it is that way! But if these men were like Corporate America, every dollar out has to be justified with a gain.
Tell me how J&J Steel benefits from all of the support of dirt late model racing? Honestly! Yeah, how many times have we heard "well your name is on my car". Oh great! How many people first off know what J&J Steel does and secondly how many business deals were put together because of those team sponsorships? EXACTLY! Sounds great in theory but really, other than with the except of Rayburn who is in a racing-related business where exposure can directly help his business, it doesn't. We also have the cynics "It's a tax writeoff". Really? Tell our bookkeeper that because he doesn't see the correlation since it's not like NASCAR or something with quantitative market share. They don't write checks for those reasons so people miss the point if they don't get that they do it just to help.
Johnny Johnson gets stacks and stacks of FedEx and UPS envelopes each year from teams wanting sponsorship. I know at our office, come the end of September, you can bank on e-mails and portfolios regularly filing in. This is a topic that I really haven't discussed but it seems as though you have a sign on your back "ask me for money". Sure you never know unless you ask but the way you do it or the approach sometimes is all wrong. Let's just spend a bit more time on the benefactor topic because I know it's a bit elusive and everyone wonders "how can I get a J&J Steel or Petroff Towing?" sponsor so I will keep it real.
There is no formula. Your stats, track championships, all of those numbers that people rattle off on 4 pages of glossy white paper - great. They are something you should be proud of but "next". The cover letters or proposals with things like "I will represent your business well and endorse your product" etc. etc. - sounds good, again, in theory and the form is right but the approach is off. If it was a corporate sponsor, fine, but for us, that doesn't fit. Not that we don't want someone who is a positive reflection on our business but what product will you endorse? It's scary to talk to some teams who approach us for sponsorship without even understanding what our business is. There is nothing to endorse or sell! I believe some of these guys would sincerely do their very best but you can tell they are just trying too hard and are stretching.
With no formula, it comes down to one thing. Desire. These businesses have to want to help you so all of the reasons in the world will not matter. Speaking from experience, often drivers just come onto our radar that you watch for awhile (sometimes years) and just keep tabs on them - how their performance is, how your contributions (financial, resource or information-wise) can benefit their team, how they treat their equipment, how they interact with others at the track, their reputation, etc. You just sit and observe and often paths cross and you talk and at some point, they may ask if there's any possibility for putting something together and the answer is sometimes yes, sometimes no. For those who have seen me speak on this matter, I mention time and time again that Dennis Erb tried and tried unsuccessfully before finally everything fit together to put together a little something. Mutual sponsors or friends are also a key ingredient as they will often mention names of people to watch or who they have had luck or success dealing with. So, just mind your p's and q's if you are serious about ever making it big in this sport because more people are watching you than you will ever realize and those actions can pay off big or cost you.
And there is a clear absence of a new generation of benefactors to take over so that is going to have a huge impact on our sport - not only for teams but for series, tracks, special events, etc. aided by these guys. The void in their wake I find scary to even think about because it will have more of an impact than many people realize. My dad has always said that he helps because (1) he has always loved cars and been a gearhead so he comes from that era (2) he used to race and has long been a part of the dirt racing community so when he was able to help others, he did and (3) he finds it personally rewarding to help people and watch them grow into amazing racers. But he has also been very vocal that Brian is the hurrah. Or the quote was actually, "the last one I'm going to ruin" (aka spoil til he becomes jaded). So, here it is for all to read - we are not looking to add any new teams. So as I reply to those who send inquiries or proposals, we are maintaining some of our current roster and not going to expand beyond our group of teams that we have various dealings with.
Corporate America
Many teams think that they want a big corporate sponsor. Having worked in an industry driven by the corporate dollar, I don't think the dirt late model industry has the infrastructure or tools in place to sustain large-scale corporate support at this time and many teams definitely are not prepared for the demands and expectations of big business. It's a lot of work and that's why we see a few people join us for short periods of time and then leave.
For a corporate sponsor, you have to be prepared to spend 40-60 cents on every dollar back to sponsorship activation, marketing and advertising. If a team had a shot at a large business, they would have to have an established record, several resources already at their disposal and run the televised tours. I know people like to do the pitch with "If I had the money, I will run Lucas/WoO". If I was rail thin and 8" taller, I will be willing to walk the runway too. A word to the wise, don't use that "angle" - it does more harm than good. Focus on what you are committed to now and what future plans are.
Local Businesses
These are your friends!!! Local businesses - whether franchises, mom & pop shops, service industries or restaurants - are the ones that really help the majority of dirt late model teams. You can successfully work with a local business owner to formulate a plan that is mutually beneficial for your team and their business. Perhaps it will be some appearances or special events, offering coupons at the tracks or on your team website, endorsing their product or service (here it fits) and just helping advertise their business. Often businesses sponsor teams that compete at tracks that their customers visit so they can see a bit of an advertising incentive.
A few of the tips below will hopefully give you a few ideas for scouting potential sponsors and working with them.
Autosports Related
I often pull out the businesses that have a natural fit in sponsorships - car dealers, manufacturers, chassis builders, speed shops and product manufacturers. One thing is the most important return you can give to a manufacturer or someone who has a direct correlation to the sport - WIN RACES. These sponsors help teams so they can help them endorse and move product and nothing does that like running up front.
Because of the competition level and the number of teams vying for support, product sponsorships are extremely tough to come by. I talked to several manufacturers that we have worked with for years at PRI and the same topics kept coming up over and over again. Drivers from guys who race one track to the big names hit them up wanting something "free". We are almost to the bygone days of FREE. A business cannot give all the profits away as their costs - raw materials, manufacturing, operating and transportation costs keep increasing. Actually, most of the product manufacturers I have spoken with recently stated that they are cutting back a lot of support to teams because it is most cost-effective and beneficial in terms of exposure to just work a deal with a series or racetrack.
The key to building a good relationship with a manufacturer is (1) tell them what you can do for them since, sadly, many feel they only hear "gimme", (2) encourage others to use their product and give referrals and (3) don't expect something for nothing - try to find a mutually agreeable arrangement.
With that said, a few simple thoughts that may increase your potential sponsor value:
* Race smart. I would say "win" but I said these are simple ways... if it was only that easy. You do not have to win to have a strong fan base and build strong partnerships. Sounds odd, but it is true. By racing smart I mean all give it your best shot, respect fellow competitors, race cleanly and focus on things such as progress or improvement.
* Use numbers to your advantage. Maybe it's only your 3rd year in dirt late models and you went from average finishes of 12th to 5th - let that be known. Similarly, if you had a rough start to the evening and had to transfer from the B-Main note starting position and finish. In pavement racing, this is the PR person's best friend. Required info that's as important as "finishing position" is start, finish, positions advanced and percentage of laps completed.
* Focus on the positive. See above. A novice mistake that both volunteers and even some hired hands make is placing blame. That makes me cringe!!! So maybe the 82 car did completely run across your nose or stuff you in the wall. Guess what? I'm sure you've been on the other end of that situation before too. Those who were there, involved or matter (aka sponsors) know what happened, no need to write a press release or official statement about it. If the shoe was on the other foot, imagine how that would elavate your blood pressure. It's racing, not ballet - schtuff happens. It's better to "spin" the situation stating that you were running in the X spot and word it like you were really on a tear "until a racing incident/contact with/unfortunate bobble with another competitor resulted in damage to the # SPONSOR NAMES HERE ride." Then go on and summarize if you were still able to continue on to a X place finish or it forced early retirement for the night. We all have bad spells but make it like "we were making up ground and will be back for more".
* Do not talk about money. This is another irksome thing. "We were able to outrun teams with bigger budgets." What is that about?! Not only does it sound like you are making excuses when you should have enough good things to talk about if you finished 5th or so in a big show but it's more of a slam of your own team than those who you claim have bigger budgets. 1) For some of your sponsors, it can give the attitude that "oh, I guess we're not doing enough" so think backlash 2) it could be worse - so maybe you don't have all of the bells and whistles - be blessed that probably your stuff is paid for and you don't have to worry about taking a Wells Fargo truck to the bank to make payments 3) how do you know what their budgets are? Don't assume... you know what they say about that - "When you assume it makes an @$$ out of U and ME." Don't worry about other people's business - focus on something you can change.
* Keeping up appearances. Clean and nice equipment makes such an impact. As I have mentioned before, I am in awe with Darrell Lanigan. That guy's dirt hauler is cleaner than my house. You may not know one thing about him but if you see his stuff you instantly can deduce one thing "this guy is a perfectionist". If he is meticulous with that, imagine how he is with the detail and attention to his race cars. Sponsor names should be clearly marked, free of surrounding clutter. Pit equipment, tools, trailers should be well-maintained and orderly. This stuff is for work not display but that doesn't mean you have to have it look like a scrap yard. Why would someone want to help you if you don't even respect what you have?
* Crew appearance. 3 piece suit required? Not quite. For a larger team, it is ideal that you at least have buttondowns for Victory Lane and some sort of polo or tees for work. T-shirts or polos are a great solution and black jeans are another. But more than anything - not looking like you just got done with a knock-down, drag-out with Exxon and the oil won. If you have to roll around in the dirt or get extra dirty, please put on a clean shirt once things calm down. If this is too much, at least try to mind your p's and q's during big shows or if media or sponsors are around
* Drivers are the most important team representative. Remember that. Appearance, attitude, sportsmanship all count. Besides things already covered, always know if you have an opportunity for an interview or media work to thank your sponsors by name. You shouldn't have to read them off of the car to do so! Prioritize from primary to secondary and then products. That way if you only have time to squeeze in 4, you get the big ones. Also, address sponsors personally if there is a chance. For example, yes J&J Steel and Peterson Fluid Systems have really helped our program but more than anything it's the support both on and off of the track from Johnny Johnson, Rod Thomson and Cathy Morten that matter. And if you have sponsors at the track, be sure to take the time to talk and thank them. Or even if there are people you have previously contacted about sponsorship present, be gracious - you never know but things may work out because of your hospitality and attitude.
* Expect the unknown. Everyone involved with a team should remember one thing --- you never know who you are talking to or who may be around to hear/see something. The stories I could tell with this one! Treat everyone kindly and be approachable - save the other stuff for behind closed doors. In the same tone, watch your language! Sheesh!!!
* This is not a frat house. If you are there racing for fun, more power to you. If you are trying to make this a business or if it is supposed to be one, remember that. Now I will take my lawn chair and plop myself on the side of the trailer out of the way but I have seen situations with groups of 8-10 people hanging out. Kind of makes me wonder but I know that I have had conversations with some of product sponsors and industry reps and they have mentioned this sorority/fraternity party situation. If you have friends or family, downtime chat is fine but they should know that this is work so we'll catch up later at Steak n' Shake.
* Treat others as you'd like to be treated. That speaks for itself.
* Fluff & hurl. If you do have a team website or press releases that go out. PLEASE, use spell checker! PLEASE!!! Also, if you are going to use a media list, please ask permission before you spam someone with it. Keep things suitable for a broad audience. I'm not saying be dull but just use common sense.
* Don't be a follower. Do not only target potential sponsors because you see them on a competitors car. In fact, I discourage you from contacting a business who already sponsors one of your fellow competitors unless it is autosports related. For local business, it's smarter to approach their competitor! Not only to do have an angle to talk about - "I would like to have an opportunity to talk with you about sponsorship opportunities with XXXX since I noticed that XXXXX is already involved in the sport." Hm... at least something is thinking about my business, who my competitors are and ways to possibly get involved.
Up Next:
Saving the Sport: Sanctions
A kaleidoscope of racing - weekly racing, regional mini-series, touring stars and even a bit of a 3-ring circus!
Previous Installments:
Saving the Sport: Drivers - Run It Like a Business!
Saving the Sport: Promoters - It's All About the Bottomline - RACING!
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