How to get a sponsor

Motorcycle Racing Sponsorship in South Africa
written by Andre Strauss, MD Race Nation Pty Ltd

Overview
Getting someone to sponsor you in South Africa is a difficult business. This is mainly due to the exposure that companies recieve in return and the lack of knowledge. There are two types of companies you can approach, industry or non-industry related businesses.

Industry Related Sponsors
It is generally easier to identify, contact and close industry sponsors. They are normally more willing to invest in a rider because they get immediate benefit trhough product sales. These companies would include tyre, kit, oil - manufacturers an so on. The downside of these guys are that they get bombarded with sponsorship requests and in order for you to stand out, you have to be pretty special. Most of them also have existing relationships with riders. The second downside is that no-one in the motorcycle or related industry REALLY makes money. They therefore generally offer only product sponsorships and in small quantities.

Non-Industry Related Sponsors
Non-industry sponsors are much harder to identify, but can yield much better sponsorships than industry sponsors. These companies include any business including cellular companies, mining groups, or pretty much anything you can think of.

TIPS ON HOW TO GET A SPONSOR

1. Make sure you understand sponsorship. Sponsorship must provide the sponsor with tangible benefits. Don't fool yourself and believe that by you coming third in a regional race, Honda Europe will sell more bikes as an example. Rather understand that the best value you can offer a sponsor is good PR and visibility. Word of mouth and a good ambassador is worth more to a sponsor than results only.
2. Find several sponsors. Don't put all your hopes on one sponsor. It will pay you to have 5 or more industry sponsors supplying you with products. Tyres, Grips, Kit, Oils etc. Then go find a couple companies to pay small financial support.
3. Approach 20+ non industry sponsors months in advance and be patient.
4. Write a short racing CV with a summary of you as person, short racing history and what you plan for the season. Provide more pictures than text.
5. Never give up

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