A beginners
guide to obtaining motocross sponsorship.
Riders looking for motocross sponsorship
will ask all sorts of questions about how good they need to
be, how many races they need to be winning and what services
or products they could expect to receive from a sponsor.
The fact is you don't have to be winning every race (though
it certainly helps!) to obtain motocross sponsorship. One of
my sponsors at a motorbike dealership I used to ride for told
me he placed just as much importance on how I presented myself
and my bike as well as what my race results were.
Motocross sponsorship is in effect a business
deal, the sponsor offers you a product, service or sometimes
cash in return for you promoting their business. Have a think
about what you can offer a potential sponsor. Will you only
be competing locally? Statewide? Do you participate in different
disciplines of dirt bike racing? Enduro as well as motocross?
Think about what types of businesses you
would approach for sponsorship. Obviously there are industry
related sponsors but you can also approach non industry businesses
who may be open to using motocross sponsorship as an alternative
way of promoting their business. This is happening more and
more these days as car manufacturers and big telecommunications
companies for example, look for different ways of reaching new
markets.
There are varying levels of sponsorship and
support, these start from something as simple as a bike shop
giving a rider a discount on parts and bikes, up to the level
of a full factory ride where riders are paid a salary, have
everything supplied and make money on contingency
deals to promote various products. Be realistic about what you
could expect to receive compared to what you have to offer.
Once you've been able to get sponsorship
understand that you then have an obligation to represent your
sponsor in the best possible light. Make sure that their business
name or product is displayed prominently on your gear, bike
and trailer or van. Respect your sponsors, do the right thing
by them and they'll do the right thing by you.
Preparing a race resume
Before you approach a potential motocross sponsor you need to
have a resume. This should include all your past racing achievements
and a page about you and your personal details etc. Outline
what events you'll be racing in for the season, include information
about the events.
Put some good colour photos of yourself in,
not only riding but also showing yourself in the pits with your
trailer, preferably with all your gear sparkling! Include references
from past and current sponsors if you can, this will give you
extra credibility. Also if you have received any media coverage
in the past include this as well. Make sure all you contact
details are current, phone numbers etc.
Contacting a potential motocross sponsor
Decide who you would like to approach, if
you've been racing for a while you will have probably picked
up a few contacts in the industry, it's a lot easier when you
know someone personally to contact them. This is also true if
you are seeking a motocross sponsor outside the industry. Is
there a local business you have patronised for a long time?
Contact the business and ask to speak to
the person who is in charge of sponsorship. Set up a meeting
if they're willing to speak to you. Try to be confident, in
the meeting outline exactly what you think you have to offer.
They may take some time to consider your proposal, if the answer
is no ask what it was that influenced their decision. It may
be something that you can improve on.
Looking after your sponsor
Once you have gained some sponsorship make
sure that you do exactly what you said you would do. Always
try to present yourself in a professional manner regardless
of the event. Whether you're racing a local club day or a national
title meeting conduct yourself in a way that looks after your
sponsors' and your own reputation. The motocross fraternity
can be a small world and word gets around quickly.
Always have something positive to say
about your motocross sponsor or their product. If you've got
a problem then approach them directly about it, no-one else.
Practise your public speaking, it can be quite daunting to stand
on a podium after a meeting in front of a crowd of people but
with some practise you can appear confident and fluent. Too
many times a rider grunts out a thank you to their sponsors
and that's it. Thank the club that ran the event as well as
your motocross sponsor, a lot of the time it's volunteers who
run these race meetings and they appreciate riders recognising
their work and efforts.
