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If you’ve been chasing motorsports sponsorships for any amount of time, you’ve probably heard plenty of advice that sounds right… but is it actually successful? Does it produce results in today’s world, or are they generic tactics that lacks real-world experience?
The problem is, many racers are building their sponsorship strategy around outdated ideas that no longer reflect how companies invest their marketing dollars.
And lately, there’s another issue I’m seeing: racers are relying on AI to teach them how to get sponsorships (or worse, do it for them).
Here’s my issue with that….
AI isn’t an expert, it’s just a tool. It learns from information that’s already available online, and unfortunately, much of the sponsorship advice floating around the internet is recycled, outdated, or written by people who’ve never actually sold motorsports sponsorships.
AI can be an incredible resource for brainstorming ideas, summarizing long documents, organizing your to-do list, and planning your next grocery shopping trip. Yes it can write your outreach emails, but it can’t replace YOU and your real-world experience, relationships, and proven strategies. If you’re only asking search engines or AI how to get sponsors, you’re likely getting the same old generic advice that’s on Google.
That’s exactly why Amanda and I recently recorded Episode 21 of the Racer on Demand Show. We wanted to challenge the outdated beliefs that continue to hold racers back and share what we’re actually seeing work with teams, brands, and racers today. In the podcast, we dive even deeper into several other unnecessary beliefs; from why winning races isn’t enough anymore to why follower count is becoming less important.
And I want to share more, so in this blog, I’m covering my top four sponsorship myths that I believe are costing racers the most opportunities. Scroll down to keep reading, or tune into the podcast!
🎧 Listen to Episode 21: Myth Busting
Myth #1: Sponsorship Is A Donation
One of the biggest mistakes racers make is treating sponsorship like they’re asking for a donation. They’ll say things like:
- “Can you help me out this season?”
- “I’m trying to raise money to go racing.”
- “Any amount helps.”
While there are certainly family friends and local supporters who simply want to help you chase your dream because they love you, those partnerships are typically smaller contributions less than $1,000. And there’s absolutely nothing wrong with that.
The problem is assuming every sponsor is motivated by generosity.
Most companies aren’t writing checks because they want to fund your racing career – they’re investing in a marketing opportunity that helps them accomplish a business objective.
However, not every company has the same objective.
Some companies want brand awareness. Others want hospitality opportunities to entertain customers and employees. Some are looking for business-to-business introductions. And of course, some want more sales.
The key is understanding why they’re sponsoring you before you promise deliverables they never asked for.
When you approach sponsorship as “please help me race,” you’re asking for a donation.
When you approach sponsorship as “let’s solve a business problem together,” you’re offering a partnership.
That mindset shift changes everything.
The racers who consistently attract larger, long-term sponsors aren’t the ones asking for handouts and collecting donations, they’re the ones who understand they’re selling a marketing solution.
Myth #2: Every Sponsor Wants Their Logo on Your Race Car
One of the most common things I see in sponsorship pitch decks that I review is a page filled with “YOUR LOGO HERE” renderings.
There’s a picture of the race car covered in placeholder logos, arrows pointing to every available panel, and different sponsorship levels based entirely on sticker size. (I know you know what I’m talking about!)
While those renderings can help visualize branding opportunities (they shouldn’t be in your deck anyways, save that for a proposal), too many racers make them the centerpiece of their pitch.
The message they’re unintentionally sending is: “The best thing I have to offer your brand is space on my race car.”
Ironically, that may be one of the least important assets you can offer.
A logo on a race car doesn’t automatically create value.
The best sponsorships are built around business objectives not sticker size.
For family and smaller local supporters, they probably don’t even want/need a logo. If someone is contributing a few hundred dollars or helping with parts because they genuinely want to support your racing, that’s perfectly okay and it’s not going to do anything for them in return if you put their logo on your car.
But once sponsorships become larger investments, companies are buying much more than vinyl.
Myth #3: You Need a Sponsorship Deck Before Contacting Companies
This one surprises a lot of people.
Racers spend weeks, or months, perfecting a sponsorship pitch deck before they’ve had a single conversation with a potential partner.
Here’s why that’s the problem: You’re creating a solution before you know the company’s problem.
A sponsorship pitch deck should support a conversation you’ve already had with them, not replace one.
Your first line of communication isn’t to send a PDF.
Your first goal is to start a relationship.
Learn about the business. Ask them lots of questions. Understand what they’re trying to accomplish.
Only then should you create a pitch that addresses their specific goals.
The pitch deck isn’t dead… but generic ones are.
Besides, 99% of the time I never need a pitch deck or a presentation. If they are genuinely curious about our race team, I’ll send them to our website and social media pages. That’s where they can 100% see our brand and values. If they do want to work together, the only document I’ll create is a proposal with a laid out business plan.
Myth #4: Every Sponsorship Proposal Should Look the Same
If you’re sending the exact same proposal, or pitch deck, to every company with only the logo swapped out, sure you’re making your life easier, but you’re making it much harder to land sponsorships!!
If you haven’t learned by now, every business has different objectives.
A manufacturing company isn’t looking for the same things as a local HVAC contractor.
A car dealership doesn’t care about the same metrics as an insurance agency.
When every proposal looks identical, it tells companies two things; you aren’t professional and you aren’t willing to build something custom for them.
The strongest proposals feel personal because they are.
They speak directly to the company’s goals, explain how you’ll help achieve them, and clearly outline why the partnership makes business sense.
Customization doesn’t mean rebuilding everything from scratch.
It means making the company feel like they’re the only one receiving it, because they should be.
The Bottom Line
The motorsports sponsorship world has changed.
Companies are looking for partners who legit understand marketing and business; not just racers with fast cars who can have a traveling billboard.
The good news? That creates more opportunity than ever for racers who are willing to think differently!
If you stop chasing outdated sponsorship advice and start focusing on relationships, value, and solving business problems, you’ll immediately separate yourself from the majority of racers.
Also, don’t let AI replace your personal experience.
Ironically, racers who know sponsorship well can use AI as a force multiplier, while racers who don’t know sponsorship often use AI to reinforce the very myths that are holding them back.
Want to hear us dive deeper into these myths (along with a few more)? Listen to Episode 21 of the Racer on Demand Show, where Amanda and I break down the biggest misconceptions holding racers back and share practical strategies you can start using today.
