[UPDATED AUGUST 2024]

Finding new sponsors is likely the hardest part of the path to sponsorship. Building relationships is always a long game, but your patience will only pay off if you can connect with the right people first. Sponsor networking might seem intimidating at first, but remember that before you’re talking to them brand-to-brand, you’re just talking to them person-to-person.

If you’re stuck in a rut of finding and landing new sponsors, here are 5 ideas to refresh your networking mojo:

Sponsor Networking at Trade Shows

The best place to make new sponsorship connections, hands-down, is at a trade show or conference. Your goal in those places is to meet new people and get your foot in the door – NOT to ask them to sponsor you. Grab tickets to the conferences and trade shows that you know that they will be out. Even the ones that are outside of our regular racing industry, like PRI and SEMA shows. Are they in the food and beverage industry? Then look at getting a ticket to the SIAL show. Determine where these companies would be spending their time…and then go there.

Make an In-Person Visit

If you’re local to a sponsor you’d love to have on your roster, making an in-house visit could be a powerful move for you. Ask for a tour to learn how the product is made. They would love to show off their process and talk about their culture and how they are the best in the industry. The effort of going into their space will be well-received and will help you stand out as you move through the sponsorship acquisition process.

Online Sponsor Networking with LinkedIn

Making meaningful, offline connections has never been easier thanks to LinkedIn. If you want to find the right person to connect with at a company to land a sponsorship, head to LinkedIn. Search for the company, and then select “Employees”. You now have a full list of people who work at the company, their job roles, and immediate access to message them! Reach out with a simple hello and short (short!) pitch on taking the next step to having a conversation over the phone, on Zoom, or in person. 

Relationship Networking on Social Media

You know how I’m always talking about nurturing your fans and followers? The same is true for potential sponsors. Make sure you’re following and engaging with your ideal sponsors’ content on social media. Leave thoughtful comments and likes, and reply to a Story as often as you can. Make it clear you’re interested in a relationship with them by making the first move.

Apply if You Can

Finally, always check out a sponsor’s website to see if they have a form to fill out to become a brand ambassador! Make it more personal by following up with a custom email saying that you’ve completed the form, and use that space as a way to pitch your enthusiasm and brand success.

Want to hear it straight from the source? Listen to Alex Striler and the marketing managers that were guest speakers of the Motorsport Sponsorship Summits. They explain the things you can do (and shouldn’t do) when approaching sponsors to get their attention. 

Take some time to watch 3 of the Motorsports Sponsorship Summit events packaged into a bundle just for racers like you to learn from top industry professionals (like the ones pictured below) who have sponsored hundreds of teams in racing. They will explain how those racing teams got their attention, and why they decided to sponsor them. Dive deep into every aspect of racing sponsorships and learn from the best in the business + receive our top-selling Sponsorship Proposal Template (valued at $75) for free.

If you want to learn how to meet and sign new sponsors, don’t miss this limited time offer! With this bundle, you get a comprehensive collection of all our past Motorsports Sponsorship Summit events, offering 15 hours of invaluable expert knowledge. This bundle is normally sold for $297, but you can get in today for 20% off using my secret code, MEGAN20. And that also gives you a FREE sponsorship proposal template! My most popular template that has been used by over 100 different racers to secure 4-5-6 figures in sponsorships. Approved and endorsed by Alex Striler!