We’ve been karting for years. Local stuff, regional series, and endurance races. We’ve put the time in. And like a lot of you reading this, we’re at the point where the next step — the next class, the better equipment, the fuller schedule — costs more than we can afford out of pocket.
And yeah, we’ve tried some of the usual shit. Hit up a few businesses. Sent some emails. Talked to people at the track. And we’ve learned something important: sponsorship isn’t magic.
It’s not about who you know. It’s not about luck. It’s about value — what you bring to the table and how you present it.
So this post isn’t gonna be fluffy inspiration. It’s gonna be practical advice from someone who’s in the same damn position you are — trying to make it work without going broke.
So, How Do You Actually Get a Sponsor?
Here’s the honest answer: You stop asking for money and start offering value.
That’s the shift. That’s the whole damn game.
Because the second you approach a business like they owe you something — or like you’re just hoping they’ll be nice — you’ve already lost. No one cares how fast you are or how many trophies you’ve got in the garage. They care if working with you helps their business.
It took me way too long to understand that. Sponsorship isn’t charity. It’s not about you. It’s about what you bring to the table — and how clearly you show it.
So let’s walk through what actually matters if you want to land a sponsor — not just this season, but in a way that makes them want to come back.
Understand What Sponsors Want
This is where most drivers screw it up.
They treat sponsorship like a handout. Like they’re asking for help covering tires or entry fees or fuel money. But a real sponsor — someone who’s going to write a check or give you product or back your season — doesn’t give a shit what you need.
They care about what they get.
“Successful racing sponsorship is about understanding what you have, not what you need.”
– Mark Boudreau, LL.B.
That line should be tattooed on the inside of your helmet. Because it’s the truth.
A sponsor wants to know:
- Who’s going to see their logo?
- What kind of following do you have?
- Are you the kind of person who represents them well on and off the track?
- Can you give them content, photos, social reach, and community connection?
They want to buy into a brand, not a pity story. You’re not asking for help — you’re offering them a marketing opportunity with real ROI.
And the good news is: you don’t have to be racing in the big leagues to offer that. Even grassroots racers can deliver value. But only if you understand what that value looks like.
Dial In Your Presentation
Once you understand what sponsors actually want, the next step is making sure you don’t look like a complete amateur when you show up.
I’m not saying you need some fancy pitch deck or a marketing agency behind you. But you need to look like someone who takes this seriously — someone a sponsor can trust to represent their brand.
Here’s what that means:
- A one-pager with who you are, what you race, where you’ll be, and what kind of exposure you offer.
- A couple of clean photos of the car and you in your gear — not blurry garage shots.
- A basic media kit or resume, especially if you’ve got race wins, a following, or community involvement.
- Social media that isn’t a mess. Post regularly. Tag brands. Show behind-the-scenes. Be a driver people can root for — and sponsors can repost.
And yeah, I’m going to say it — a decent website helps. Even a one-page site. Something that makes you look like you give a damn. It shows professionalism, organization, and it gives sponsors somewhere to learn more without you having to explain everything in a DM.
Today, over 90% of brands use influencer or ambassador partnerships in their marketing strategy.
That includes local businesses. If you look like someone they’d trust to rep their brand online — you’re already ahead of 90% of other racers asking for money.
– Source: Influencer Marketing Hub, 2024 Influencer Marketing Benchmark Report
You don’t need to be perfect. But you need to look like someone who didn’t just throw this together the night before.
Go Local First
Here’s the part no one wants to hear, but it’s true: you’re probably not landing a national brand deal.
At least not right now.
And that’s fine — because your best shot at real sponsorship is right in your backyard.
I’m talking about:
- The shop that mounts your tires
- The HVAC company your buddy’s dad owns
- The restaurant that always has race nights on the TV
- The small business that knows your name and wants to be part of something real
Most amateur race cars you see at the track? The names on them aren’t big brands — they’re friends, family, and local companies who believe in the driver or just want to support the scene.
You don’t need some massive deal. You need a few $250–$1,000 contributions that help cover the big costs. Tires. Travel. Registration. Those things add up.
And these local businesses? They’re way more likely to say yes if:
- You already shop there
- You give them a clear reason to support you
- You make it easy to say yes
Think sponsor tiers:
- $250 = sticker on the car
- $500 = logo + mention in social posts
- $1,000+ = logo, social, website, and maybe even a video shoutout or newsletter
You’re not selling a logo. You’re offering connection — with a real audience, in a community that gives a damn.
Follow Up Like a Pro
This is where a lot of drivers blow it. They make the ask… and then they disappear. Or worse, they hound someone three days later like it’s a Craigslist deal.
Sponsorship is a process. Not a one-time pitch. You’re not begging for scraps — you’re building a relationship. And that means acting like a professional even if this is your first time doing it.
Here’s how you follow up without being annoying:
- Send a thank-you after the first conversation. Even if they say no. Especially if they say maybe.
- Check back in a couple weeks with an update: new results, schedule news, content you’ve posted — anything that shows momentum.
- If they say yes, follow through hard. Overdeliver. Tag them. Send photos. Make them feel like they made the right call.
- If they ghost you? Move on. Don’t burn bridges. People talk in racing — you don’t want to be “that guy.”
One young driver raised over £10,000 (about $13,500) in less than three weeks through micro-sponsorship — by building relationships, treating every supporter like a partner, and making the value clear from day one.
This shit takes time. But if you do it right, you don’t just get a sponsor — you get a supporter for next season too.
Deliver When You Get One
You got the yes. Hell yeah. Now the real work starts. Because the difference between a one-time check and a sponsor who comes back next season?
You doing what you said you would — and then some.
That means:
- Actually running the sticker — not “oops I forgot”
- Tagging them in posts
- Sending photos and updates
- Mentioning them in your race writeups or recaps
- Showing up in person when they invite you to something
Drivers like Ashley Williams are doing it right — tagging sponsors, delivering real value on and off the track, and making sure every backer feels like they’re part of the team. Check out her Facebook page if you want to see how it’s done.
In 2019 alone, SCCA racers earned over $750,000 in cash, parts, oil, and rewards from contingency sponsors — most of that tied to following simple rules and actually showing the brand some love.
Contingency programs are a form of sponsorship too — and they prove the point: you get value when you give value.
If you treat your sponsors like partners, not piggy banks, you’ll stand out immediately. Most drivers don’t even follow up. So when you do? You look like a damn pro.
This is how long-term relationships are built. This is how you start turning small checks into bigger ones.
Final Thoughts
Getting sponsors isn’t easy. It takes work. It takes consistency. And yeah, sometimes it takes a little luck.
But if you’re treating it like a business relationship — if you’re showing up like a pro, even at the grassroots level — you can absolutely find people who want to be part of what you’re building.
You’re not asking for a handout. You’re offering something real. Something valuable. Something people can get behind.
And the fact that you’re reading this? That means you’re already a step ahead of most.
PS: Want to Work With Us?
We’re in the same position you are — racing hard, trying to move up, and doing what it takes to make it work. That’s why we started our P1 Sponsorship Program — to support other racers like us.
If that sounds like a fit, you can check it out here. No pressure. Just an opportunity.
Kelly Pfleiger
I'm the owner of P1 Web Development — a design studio built for racers, teams, and motorsports businesses that are sick of outdated websites and generic templates. I build fast, aggressive, mobile-first WordPress sites with a sharp focus on usability, sponsor value, and search visibility. If you’re in the racing industry and need a site that actually works for your program, this is what I do.
