Motorcycle racing: how to find sponsors and support

Hello everyone!

Today we are going to tackle a slightly different topic, aimed particularly at riders who want to get into racing: finding partners and sponsors.

The idea of lining up on a starting grid and sticking a race number on your bike makes you dream and tempts you more and more. But are you hesitating to take the plunge into the world of competition? I will try to give you some tips today to get started in the best possible conditions, with the right support.

We all know that motorcycling is a hobby/sport that is relatively expensive: bike maintenance, consumables (fuel, tires, brake pads...), rider equipment, the cost of track days, "racing" accessories on your bike... All of this only lightens your wallet (certainly in exchange for the thrill of riding with the visor down ;) ).

Let's not hide it, racing costs even more!

You need to plan for the purchase of an FFM license, race entry fees, test days, very good quality tires, spare parts, travel all over France or Europe to go racing, etc...

So how can you stick to your budget and have a good season?

Get help! And this help can take several forms:

• A helping hand during your race weekends or training days: a mechanic or a handy friend who accompanies you and manages the assistance and/or logistics.
• Equipment loans: a generator, truck, signage, etc... To avoid having to invest in everything at once!
• Discounts on equipment, parts, and consumables: tires, engine oil, spare parts for your bike, it is important to be able to get them at a low price since you will go through much more in competition!
• Discounts on rider equipment: because you need to equip yourself with quality gear: helmet, suit, boots, gloves... And come to a race weekend with a second set of spare equipment. In case you crash during practice or qualifying and damage your gear, you will need to replace it to still be able to participate in the race!
• Financial donations to help pay for the license, race entry fees, travel expenses, etc...

What is a sponsor?

Sponsoring refers to financial or material support provided to an individual (or an event) by an advertising partner in exchange for different forms of advertising visibility related to the individual (or the event).

The advertising sponsor seeks the visibility offered by the individual (or the event), but also:

• Improve their brand awareness and therefore their image through the values conveyed by the project and the sponsored individual,
• Demonstrate the quality of their products by making them available,
• Benefit from the media coverage of the project.

They can also use their sponsorship activity internally to motivate and engage employees. Also, they can arrange for the sponsored individual to participate in various company events (conferences, seminars, store openings, product launches...).

Create a pressbook

Then, whether you want to do competition in motocross, hill climbs, road rallies, or circuit racing, no matter the discipline, you will need to put together a pressbook!

It is an essential press kit to write. You will be able to distribute it to the potential partners you wish to have. Inside, we need to find the following information:

• Explain who you are, where you come from, and your motorcycling background.
• Present your competition project for the year (and possibly your results from previous years): the races and the championship, the dates, the locations, the goal you are aiming for (for your first year of competition, try to aim for achievable goals).
• Calculate the budget you will need and break it down.
• Add some great photos and take care of your presentation (have someone proofread it to avoid spelling mistakes, create a neat layout...).
• Announce the benefits you can offer your sponsors in exchange for their help.
• Keep it short, effective, and stand out!

The outreach

It is the longest and most tedious task. Steel yourself and do not be afraid to face many refusals from people or companies who are not interested.

Avoid casting too wide a net and sending to as many places as possible, which can be tempting. It is a mistake.

Instead, target the partners and sponsors who are likely to work with you and send them your dossier in a personalized way (find out about the company beforehand).

In addition to the classic forms of advertising visibility, if you can offer something to your partners in exchange for their support, offer it to them! Maybe offer your help at an event? Let them benefit from your knowledge in a field if they need it and it is useful?

Be careful not to put them in competition: if you are already committed to a tire supplier, avoid approaching their local competitor... The idea will be to represent your sponsors throughout the season: to be their ambassador, to create visibility for them, so it is not desirable to represent 2 competing brands or stores...

Then, do not hesitate to call them back after a few weeks to follow up on your request. Ask them if they have any questions about your project and make sure they know where to contact you when they have made their decision.

Throughout your season

Thank them regularly and share with them your training, your results, your occasional struggles... If you can and they wish, invite them to a race!

Generously display their logo on your bike, your truck, your gear, etc... And mention them on social media when you do your communication.

If you promised them a service or help in return, keep your commitment. Be faithful to your partners year after year if your collaboration is successful and you continue the competition adventure in the following years!

All that is left is to roll up your sleeves, and it is up to me to wish you good luck in your search!