[Jeff Chambers]

It takes a ton of work to secure good sponsorship, especially if you're running in a national series like Fun Ford, NMRA, IHRA, etc. For your local bracket racing, you're likely to only find someone local who is willing to sponsor you since your exposure is going to be limited to the local crowd.

Most companies set their sponsorship budgets 6 or 8 months in front of the season. M/T, Summit, MSD and most other national companies have selected their sponsored rides by November or December of last year for this coming race season. So you need to start real early to get in the game.

You also need to do something to set yourself apart. Competition is as fierce off the track as it is on the track. Two years ago, I was trying to get in with a national head manufacturer. I courted the relationship for months leading up to the PRI show in Indy (Dec) thinking that I was out front in the competition. I showed up at their booth with my sponsorship package in hand, made a good impression, made my presentation, etc. They took my portfolio, opened one of their display cabinets and placed the portfolio on top of a stack of similar portfolios that was literally more than two feet tall. I was but one of maybe 300 or 400 others who had showed up at their booth to make a case for sponsorship. I eventually had the opportunity to work with them, but passed on the offer in lieu of a more lucrative one. I literally spent hundreds of dollars and many hours courting this one and in the end turned it down. I still talk with them on occasion though so that the bridge hasn't been burnt.

Nowadays, people are getting fancy. Its not uncommon to pay a professional $1000 or more to create an interactive CD with graphics, movies, etc. Or to have a professional create a brochure-type portfolio. In the past I've always created my own (I've got one available on my website), but anymore it just doesn't shine with the professionalism that most do. Our new portfolio will be a professionally made one.

Be prepared to spend a small fortune on your phone bill while seeking sponsorship. You've got to court the sponsors just like you would your girlfried. When actively seeking sponsorship, its not uncommon for my monthly long distance bill to be $200 or $300, for six months running. You've got to talk to the people often, find out where and when they're going to be on the road, arrange meetings, etc. You've got to spend money to make money.

Lastly, don't underestimate the value of creating a good old fashioned friendship. I have a long-standing, unwritten sponsorship with Lentech Automatics. Its a friendship that has developed over a long period of time and one that I truly respect and enjoy. Even though Len is in Canada and I don't get to see him in person as often as I'd like, we keep in close contact and talk about more than racing. We have a lot in common and have a mutual respect for each other. Of course Len likes it when I can increase his sales, but he also enjoys seeing us improve at a personal level and enjoys sharing life's other events with us. This type of sponsorship is a rarity; if you can find it, keep it near and dear.

There are some real good articles on securing sponsorship out there on the web. George Klass has written a few for the Fun Ford website and Competitionplus website. There is a good thread over on Hardcore50 on presentation materials. There are also good books available through different publishing houses. Read everything you can.

Remember, a company will only sponsor you if they think you can improve their bottom line. They're really not interested in helping you improve as a racer or subsidizing your program just to make it cheaper for you personally. You've got to be able to prove to them that you can work to their benefit. If you can find that hook, you're on your way.