Car Sponsorships, Why isn't there more big sponsors?
 

Look, I know TS and KK have connections through Nascar. Lucas is no stranger to racing and honestly, I like thier owners apreciate what they give to the sport and support them when I can.

I've seen teams get big sponsorships for short terms, Im just wondering why some owners and drivers aren't able to tap into some of these mulit million dollar marketing companies and keep em.

Do they have to be a race fan to do so or do they feel their return on investment won't be realized?

It just amazes me the amount of money some companies will spend on airwaves and WWW's but not on something solid, In your face as Sprint cars are.

To this day I still see the FRIDGEDAIR (SP) Car vividly in my mind. The Q car. Even the old ALAN KNOTT Honda cars and Valvoline cars of the past. That sticks more in my mind than from some 30 second TV add.

This is not a slam on anyone. I as much as anyone apreciate anyone GIVING TO THIS SPORT.

Chuck, Just Wonderin why the GE, FORD, BOSCH ect names aren't all over this sport?

Re: Car Sponsorships, Why isn't there more big sponsors?
 

i think the most logical answer to that question is the fact that there really isnt any return on their investment. there is no television to get the name out there......there really isnt any fan interest other than that which already exists and face it....if some fortune 500 company sponsored a sprint car to run usac or any other non-wing series.......would you be more likely to buy that product? the reason that the woo guys get big money sponsors is because there is WAY more exposure for their product............sad but true.....

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Chuck, many teams don't have sponsorship because they either don't know the proper way to pursue sponsorship or are unwilling to spend the amount of time needed to properly pursue it. In order to obtain a meaningful sponsorship you must convince the potential sponsor that they need to be involved in your series or at your track and that yours is the team to do it with. You must research what market group the potential sponsor is reaching out to and show them how that group will be reached through your activities. You need to offer them a proper presentation that shows them your professional approach to serving their needs. Show them how you will work to give them what they are paying you for. Timing is of the essence also. Most companies set their advertising budget months in advance. I would say that almost all companies have already set their 2008 budgets. I would advise anyone serious about seeking meaningful sponsorship to attend an Ernie Saxton Seminar. He has been educating racers on seeking sponsorship for over 30 years and has had great success.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Where do the big money sponsors get their money back in media?? Maybe a picture in NSSN or one of the magazines. No local TV coverage, no National coverage just internet and word of mouth coverage.
IF somebody had a TV package then something could happen. Look at the WoO. They have some big money deals and are growing each year since getting back together. Cart & IRL have to buy their time on TV for the most part.

Sure we have a few big money deals as Chuck pointed out but their connections are from someplace else.

Look at Stanbrough and the Fox boys, they win 30 races and get some press here and there but is Sports Ill. following them or Sportscenter?

Why doesn't a big sponsor from NASCAR step up and buy into USAC with sponsorship and a real network TV package?? It would be cheap compared to a NASCAR budget and would get them TV coverage. You would think Toyota, Mopar or Chevy would do something like that.

This subject has been kicked around before and it all comes to a TV package that racefans can see.
Long ago where we did the Thunder Series it looked like it might take off until ESPN quit paying a rights fee and started charging for the package. Why do you think Lawn mowers are on TV?? MONEY!!!!!

But wouldn't it be great to tune in on a Sunday night and see LIVE from Kokomo races or any where else???? Hell Ya it would!!!

Look at what TV did for drag racing! Look at what Thunder almost did.

Sponsors what to see their name on TV and in the newspaper and other media. Look at the Hoffman Team with their big money sponsors, but Rob will be the first to tell you the money isn't that large and Kroger expects something back in the media. Clayton wins for them at Gas City, a big story to us in racing but what media coverage did you see from that?

A few years ago Brad Sweet made national TV, how did that happen??? A local TV station happen to catch the crash and put it on the uplink and the nation went WOW! Then GMA put Sweet on National TV. Al of this only because a local TV shooter catch it and thought it was big, and it was. How many crashes like that does Dean, Jeffk, and myselk have? Lots of them but no network station to uplink it. News stations don't care who wins the race just a crash. I use to take video from 3 nights of racing to the local Indy stations personally for them to use. Once and a while a crash would get played if it was a big named driver, other than that nothing.

Racing needs to be media friendly. By this I mean their results need to be sent to the newpapers, TV stations and put up on their websites asap for fans and media. How quick does your favorite tracks update their websites after a race?

Maybe someday it will come around and money will come in the sport for more teams. How much sense does it make to run a $40,000 car for $800 to $1400 to win 3 times a week?? Thankfully we have a lot of good owners who keep coming back.

Another point is what if a potential sponsor would read the message boards???? It would make threm wonder why they would want to spend their money in a sport that a lot of people rip on a lot.

So Chuck sorry for being long winded but the sport needs national media coverage in the trades and TV.


:dologob:

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Did any one keep track of how many non wing sprint car races were shown on TV this year, whether it be USAC, MSCS, or any other? If so were they live or tape delayed? I've never seen a count.

Lynn

Re: Car Sponsorships, Why isn't there more big sponsors?
 

lynn.......i havent seen any....but i think that you could count on one hand the number...

Re: Car Sponsorships, Why isn't there more big sponsors?
 

First off ask yourself this very simple question. Would a person who controls a marketing budget of millions or hundreds of dollars look at you and your team and say "yes I want that person to be the face of my company"? If you and your team are not at prepared to be professionals at your trade then why would a company want you. Many times we think that only the person who wins all the time can get sponsors. Sure winning helps but there is a lot more to it than that. First off as one of the other post said take a look at who you are going after. Bass Pro Shop, Parker Store, Big Game Tree Stand, Big Q, Penthouse, Casey General Store just to name a few of the WoO car sponsors. Most of the fans would use these products or services. So the sponsor get TV time and sells even more products. Now it you are a local guy you have three types of sponsorships, cash, in kind trade / discount, and contingency. Cash where you get cash for you efforts. Trade / discount where goods and services are provided free or at a discounted rate. Contingency where you get cash or trade based on certain performance standards. Try to think outside the box not just car stuff. One thing you can do is try to sponsors for special races. AKA The Little 500, The Rumble, In. Sprint Week thing that will have huge fan and racing media. Sorry this got long but I could go on and on. Just make your self and your team the best package you can. If all else falls find a very, very rich woman who loves racing and make her your wife.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

one thing you have to be able to provide a company is cost per person in exposure. if you're a weekly racer at Lawrenceburg (for example) you could say that there are 30 shows that average 2000 attendence per week (just pulling #'s out of the air). that's 60,000 people over a season. however, 80% (at least) of those people are the same faces in the same seats every week so your actual exposure in a season is @12,000 people. so, that's what local racers face. the numbers just don't work out to justify sponsoring a local race car. for most sponsorships you see on local race cars there was already a pre-exisitng relationship between the car owner, or driver, and the sponsor. the business owner doesn't really expect a return on his investment. he just enjoys the sport and wants to help out. I had a sponsor like this back in the 80's. he was a family friend who owned a frame shop in newport, ky. he enjoyed coming down and watching us and gave us $1500 a year to put his name on the car. he didn't get a dime back but, he liked being part of it. it's almost impossible to go into a business cold and walk out the door with a sponsorship. if your running USAC? well, that's a similar situation, just on a larger scale. you can project bigger numbers to the potential sponsor but, you also need to ask for a lot more $$$$$$$$ to run a traveling circuit. basically, you have to know someone and, that business owner has to be interested in racing to begin with. that's my experience on this subject.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Sitting in the stands, it's hard to read all the small sponsors on most cars. This is especially true at fairgrounds tracks where the grandstand and racetrack are separated by an old half-mile horsetrack. You're simply too far away to see what's written on the hood or rear quarter pannel of the cars. Sponsors obviously are not going to get much of a return on their investment in that scenario.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Thanks Guys and Gals for all the answers, None of them are wrong.

However Dwight brought up what I was thinking. Do teams even have the time or take the time to seek out what they are looking for?

I also feel in some ways that the sponsor has to be connected to racing to be interested in INVESTING. I know some of these car owners that foot most of the bills themselves year after year. LOVE THE SPORT enough to do so! Thank you!
Chuck

Re: Car Sponsorships, Why isn't there more big sponsors?
 

It's 'cuz them boys have them big 'ol billboards on top, makes it easy to see the sponsors and numbers so ya can tell who's who... :rolling:

Re: Car Sponsorships, Why isn't there more big sponsors?
 

You have some very good points, D.O. It's sad that our media think it's more important to show an abandoned puppy named after a quarterback or high school football games than a sport that has its roots here. So much for being the racing capital of the world. I'll bet California stations report more USAC events than Indianapolis. Does anyone know about this?

I had a client that paid $1 million every year to have a tiny logo placed on the side panel of a middle standing Winston cup driver. They did this because they also got a deal on tv time. If someone would start a television station that offered package deals like that, we may get somewhere.

Another factor in getting sponsorship is the cost of racing. It costs so much to run each week that it makes it a strain to find enough $$$ to compete that drivers expect or want $5000 for something that is only worth $500 or even $50. I can't wait to find out what the court rules on the tire lawsuit. I'm sure it will some how get settled out of court.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

CART does not exist.

ChampCar does buy TV time.

IndyCar does not buy TV time. They are paid.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Dirt track does not have major sponcers because short track racers are not profesional enough

Re: Car Sponsorships, Why isn't there more big sponsors?
 

This oughta get good...

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Here are just a few tips I use in my line of work every single day....

1. Qualified Prospects: Make sure the corporation you are calling on is a proper fit for you and or your racing team.

2. Don't just show up at the local Ford Dealership and ask if they'd like to be a sponsor. Get a set in stone appointment with the proper person. Usually big corporations you will need to find out the contact information for the district or regional manager, the local managers usually don't have the authority to do anything, and if they say they'll pass it along....they usually don't.

3. Research your prospect. Knowing their business is a huge compliment and can only help you in the long run.

4. Don't take in a "canned" sports marketing campaign. Meet with your prosepct and find out their needs, opinions, concerns, and qualifications of becoming part of your racing team. Then, set up another appointment to present a CUSTOMIZED sports marketing campaign.

Remember, you are selling a business a product, not asking for a donation. Put yourself in their place....after all, when was the last time you purchased a product that you did not understand, need, or want?

Most big corporations operate on a fiscal year. This is very important because most fiscal budgets are set in stone by end of August. If you get in about July, you can get lucky and get "left over" money that they have to spend before the end of the year, or their budget gets cut for the following year.

When presenting your racing team as a marketing opprotunity, it helps to present with Benefits, Not Features: For example:

Feature: I've been the local track champion for the past 5 years....

Benefit: Your business will be participating in an exceptional community maintaince program, as I have been the local track champion for the past five years and are a key feature at local charity events, grand openings, etc....etc....

Which brings me to my next point: Media coverage and press releases are just the icing on the cake. Big corporations want to see PROMOTION! Participate in local grand openings, drive your car in parades and hand out information about that business, offer to unload the car whenever and wherever you can.....there is much more brand exposure and a higher percentage of loyalty and recognition than just a glimpse on T.V. or in a magazine.

For example, I had a friend car dealer in town who was having a race themed sale, he asked if I knew any local drivers who might want to bring their car just for show....well....I put flyers at the payout window and asked every driver there, who had no interest at all....better things to do....how much does it pay to unload the car......I even presented it as an opprotunity for your sponsors....anyway, I have to say Go BECKS! They were the only team who took advantage of the opprotunty, and from what I understand, they might have even got a new sponsor!

Most importantly, don't write off the No's: keep trying. If you have a corporation who said No for whatever reason, keep in touch. Send them a Christmas card, or a picture of your racing team with a note saying "Hope we can work something out next year...."

Didn't mean to write a book....but if anyone ever has any questions PM me, I'd love to help!

Re: Car Sponsorships, Why isn't there more big sponsors?
 

You are exactly right about not being able to read alot of the writing on the cars. The only place you can read them is when you are in the pits after the race. Unfortunately, a large amount of the cars are packed up and on the way out when the pit gates are opened. :thumbsdown:

Re: Car Sponsorships, Why isn't there more big sponsors?
 

There are other ways. The company logo on the hood, Bowtie, Big M. I think Hoffman does a real good job for non wing. Also whats wrong with putting a skirt on the side nerf bars (No Ground effects please) You could even mount them inside the bar, thus reducing sheet metal risk.

A sticker? They don't even show up on wings when the stands are 50ft from the track but are visible looking at it.

Gas City lets you go to the sprint pit imediately after the sprints park, The Mod Pit after they are done and the stock pit when they are finished. NOT AFTER THE WHOLE SHOW. Of course they have the areas separated for the most part.

Why don't more tracks do this and get the kids into the pits to meet the drivers, Sit in the car ect.

Chuck, who remembers Lauren's story of her kid having to drive the MOPAR car.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

The best sprint car years on TV was winter heat years and Thursday Night Thunder. Look what it did. Racing Champions came out with the sprint car die-cast from 1/64 to 1/24 size. Though it mostly was the outlaw cars that got the exposure. Most fast food companies were on the race cars that raced. Car polish companies, oil companies, and for Fishburger Hooters! :applaud:

Re: Car Sponsorships, Why isn't there more big sponsors?
 

I agree, What goes on, on thursday nights? I know it was kinda rough for the teams but them were some damn good shows, People watched and all the teams went to get on TV!

Also the winter Manzanita series held some years back was a whooper IMHO as far as short track racing is concerned! Racing in Jan-Feb, Just what the dr. ordered

Chuck

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Great post for the average racer... And I didn't even read it all. I didn't have too! :wink1::thumb:

Re: Car Sponsorships, Why isn't there more big sponsors?
 

It is a catch 22...

I know a ton of work goes into getting these cars ready to race each and every time... Or at least it should be alot of work to maintain a quality maintenance program on all the cars. With that said... To run the amount of nights the teams run... something has to give. I think that is the catch... Stay over and wait on fans?.?. or get home, get some rest, whatever that means... :emote20: and get the car ready to compete for next night.

Does this have much to do with sponsors... probably not as much some people might think. More to do with the relationship fans have with race teams and drivers.

There are so many issues about obtaining quality sponsorship that you could go on and on.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Lots of good info in this thread.

I'm not an expert on sponsorship, but my current employer receives a fair number of sponsorship proposals each year and I get a chance to see or hear about most of them. I wanted to add a few comments.

I can tell you that right off the bat, the ones that simply offer decals on the car are pretty much disregarded, regardless of the driver or dollars involved (unless there is already some personal connection). Ditto for anything that doesn't appear to be professionally produced and tailored to our business (generic stats about the loyalty of race fans doesn't cut it).

As others have said, teams need to make an effort to understand a potential sponsor's business and needs, and offer creative ways to deliver value to that sponsor (and that doesn't always mean simply selling more products).

For example, in our business, many of our products are very expensive and purchased primarily by other businesses. The people that use these products on a day-to-day basis may have a decent percentage of race fans among them, but the people running the businesses (and making the purchasing decisions) seem to enjoy other things like golf, NFL football, other major league sports, etc. The ones that do enjoy racing prefer higher-profile events like the Indy 500, NASCAR Cup and Busch races, etc. One of the reasons they enjoy these higher-profile events is because they often provide better (nicer) entertainment opportunities (suites, hospitality, etc.). And we do spend a lot of money to entertain customers.

However, we just spent a decent amount to sponsor a front-running top fuel team at the NHRA US Nationals. We didn't entertain any customers, didn't get a suite, and having our logo shown on national TV wasn't really even a factor (since our territory is Indiana only). This team figured out that we have a big need for diesel and heavy equipment technicians, and they put together a proposal to use the sponsorship of their team to help us with our recruiting efforts. They arranged for booth space in the midway, our employees manned the booth and the area by the team hauler, and the team helped us collect and compile the names and contact info of several hundred potential future employees. They identified a need and put together a creative solution. I wouldn't say that writing the check was a total no-brainer, but having a specific, measurable outcome was a huge plus.

It's often said that in order to maximize the benefit of a sponsorship, a company has to be willing to spend 2-3 times the original sponsorship dollars to promote it. So unless they have a sophisticated marketing organization with experience in this, don't leave it up to them to figure out ways to promote it. Make it easy for them, and understand that actually racing the car is only part of it. There's a lot more work you're going to need to do.

Obviously, every business is going to be different, and what works for one might not work for another. But that's the point. Making a race car go fast is hard work, but finding good sponsorship is probably going to take as much if not more effort.

Again, this is just my perspective from where I happen to sit, but maybe some of this info will help someone. If I had to sum it up in one sentence I'd say "think outside the box".

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Instead of coming up with ways to attrack BIG sponsors, the question should be why doesn't the purses keep up with the rising cost of racing. The purses need to be ALOT more than they are now. JMO

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Wow, I wish I would have thought of that!. I'll have that fixed right away.:doh::rolleyes:

Uh... I think most around here have kind of known that for awhile now. Tell me how you propose doing that, taking all things into consideration. It's an easy question, with a very difficult answer.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Who attacked anyone?


The whole purpose of the thread was for sponsors to see potential benifits in this sport and the ways teams can go about it.

The poster a few post back made a good point, That the actual sponsorship of the car is the small investement in some cases. Suite rental and wooing their buisness interest adds to this.

There are tons of companies that rent suites for the year at Great American Ballpark, RCA field, Paul Brown Stadium and for the most part. Most of that isn't even for the Buisness that is renting but to TREAT others.

Chuck

Re: Car Sponsorships, Why isn't there more big sponsors?
 

With no TV Coverage to help out. If we could get more LIVE races on the Internet like what race/network has planned for the Western World
https://www.indianaopenwheel.com/showthread.php?t=1365

Maybe that could help out race teams in the way of trying to get sponsorship ?? I know that race tracks even need sponsorship and when they can get sponsorship it leads to higher purses, bigger car counts , more fans. So I hope more tracks go to this new world of LIVE Internet video broadcasts. I believe it will help out both drivers, car owners and tracks.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

It is all about who you know................
Here is a press release about a new big $$ sponsorship:

Armor All Goes All In With Tony Stewart

Car Care Pioneer Aligns with Racing Champion in Season-Opening

NASCAR Nationwide Series Race at Daytona and World of Outlaws Sprint Series in 2008



CONCORD, N.C. (Oct. 12, 2007) – Armor All will sponsor two-time NASCAR NEXTEL Cup Series champion Tony Stewart in the 2008 season-opening NASCAR Nationwide Series race at Daytona (Fla.) International Speedway and Tony Stewart Racing (TSR) driver Donny Schatz in the 2008 World of Outlaws Sprint Series.


Armor All has aligned with Stewart to promote its innovative line of interior and exterior car care appearance products, with its NASCAR race at Daytona and World of Outlaws sponsorships augmenting an ad campaign that will launch in spring 2008.


The advertising campaign will feature Stewart in both television and print ads. It marks the first time Armor All has used a race car driver in its advertising. Stewart is also being featured on the package of Armor All’s Holiday Gift Pack, which will be in stores nationwide beginning in November.


“We are thrilled to be working with a racing icon like Tony Stewart,” said Augie DeLuca, marketing director for the Armor All/STP Products Company. “Tony is a great fit for our brand. He’s a car guy who knows what it takes to keep his car looking great inside and out. And he knows a few things about winning, too. It’s a coup for Armor All to be on Tony’s legendary No. 20 car.”


Stewart will race his signature No. 20 at Daytona for Joe Gibbs Racing. Stewart won the kickoff event to what is currently known as the NASCAR Busch Series in back-to-back seasons in 2005 and 2006 while driving for Kevin Harvick Inc.


With that Feb. 16 race serving as Stewart’s debut as an Armor All spokesman, his open-wheel racing team will carry the familiar orange, black and yellow colors of Armor All for the entire 2008 World of Outlaws season.


TSR, winners of the 2001 World of Outlaws title, will have the reigning World of Outlaws champion and two-time Knoxville (Iowa) Nationals winner Schatz behind the wheel of the No. 15 Armor All winged sprint car. Schatz will compete alongside the No. 20 Bass Pro Shops/Chevrolet machine currently fielded by TSR.


“It’s an honor to represent Armor All,” said Stewart, who before coming to NASCAR was the 1997 IRL IndyCar Series champion and a four-time USAC champion. “People who know cars know Armor All. I’ve been using their products on my street cars for years, but I’ve been using them on my race cars even longer.


“We use Armor All products all over the bodies of our sprint cars because it helps keep the dirt off the cars. The less dirt gets on the car, the less it weighs and the faster you go. We use Armor All for competitive reasons in racing, and I guess you could say I use Armor All for competitive reasons on my street cars too, because I want to make sure my car is the best looking car on the block.”


Also included in Armor All’s agreement with Stewart is a $50,000 donation to the Tony Stewart Foundation. The Foundation supports groups that care for chronically ill children, drivers injured in motorsports activities and charitable outfits specializing in the protection of various animal species. Charities actively supported by the Foundation include, but are not limited to, the Ronald McDonald House, the Make-A-Wish Foundation, the Indiana Special Olympics, Greyrescue (Greyhound Rescue Organization) and the Victory Junction Gang Camp.


About Armor All The Armor All/STP Products Company is a subsidiary of The Clorox Company, headquartered in Oakland, Calif. Clorox is a leading manufacturer and marketer of consumer products with fiscal year 2007 revenues of $4.8 billion. With 7,600 employees worldwide, the company manufactures products in two dozen countries and markets them in more than 100 countries. For more information about Clorox, visit www.TheCloroxCompany.com. For more information on Armor All, go to www.armorall.com or aa-ownercenter.com.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Chuck... I don't think that was meant as an attack... A word spelled wrong maybe... but we're all guilty of that from time to time.

Attract... OR attack. :emote20::wink1:

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Attract - Where we go to see the races. Attack - What we hang up notes with.:rolling::kookoo2:

Re: Car Sponsorships, Why isn't there more big sponsors?
 

1-have someone do a drawing how the car would look with the co. logo2- most have enclosed trailers do the same lord knows how many cars pass you on way to track. 3- when going to meet sponser dress up it will not kill you. 4- t-shirts the guys at williams grove speedway sell more t-shirts than the whole state of in. that it for now!!!Randy Smith

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Tony is a natural spokesperson. If he ever gets tired of racing, he could have a full time career in commercials.

[QUOTE=Pat O'Connor Fan;14206]It is all about who you know................
Here is a press release about a new big $$ sponsorship:

Armor All Goes All In With Tony Stewart

Car Care Pioneer Aligns with Racing Champion in Season-Opening

NASCAR Nationwide Series Race at Daytona and World of Outlaws Sprint Series in 2008



CONCORD, N.C. (Oct. 12, 2007)

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Chuck, Here's your answer.

It just doesn't work.

I get racers of all walks of life in my shop asking for help. I have helped a few, and more times than not, I never see or hear from them again. No picture, no t-shirt, no e-mails. Nothing. I don't even know if they put my name on their car. The ones that do appreciate the help, and keep me in the loop are great guys, but I have yet to have a customer come to me and say "Hey I saw your name on a race car and it reminded me to come in." I do have folks come in and tell me that they heard my ad on the radio, or saw it in the newspaper. The race car "ads" at the dirt track level just do not work. I suspect the large corporations have figured this out.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

You just opened up a much larger issue. I do put some of this on the driver, some on the team, and some on the racetrack you're racing at. Do we want driver interviews to sound like NASCAR, no, absolutely not, but would it really hurt to have interviews at the track during downtimes, and a driver say "thank you to Billy Bob's Welding service for putting this car back together last week". Are you going to get a return investment, no, not right off the bat. Just because you put a decal on the side of the car doesn't mean anything for exposure. It's all about what you do with it. Look at Josh Spencer, when he ran 600's (and I'm sure he does it still), they would actually GO to the sponsors place of business, and have a fan day, or a day where the employees can come out and get some pictures taken, or maybe even sit in a car.

I don't buy it for a minute that a driver can't stay around after the races for a little while and sign some autographs. Why do you really think that the WoO does this so well? All those little autograph cards the drivers have that they hand out with sponsor logos all over them, so the fans can see them in their suits with sponsor logos all over them, looking at the cars with sponsor logos all over them, buying all those damned t-shirts with logos all over them. You have to make a complete package in order to get a big time sponsor like that, just having a decal on the car isn't enough. You have to become a salesman for that company. A long time ago in a SC&M magazine, they interviewed Travis Rilat, and he talked about Haulmark sponsoring him, he became a "salesman" for them, and would literally bring people to Haulmark dealers and show them the quality of their trailers.

Nobody is going to give you money if you give them nothing back in return. The very few amounts of sponsors I've had through go-karts and micros have all enjoyed being associated with me becasue we would go to their place of business, and have an open house, and you know what, that stuff works. It's not all about getting to the track, or staying on the track, it's more of what you're going to do for them OFF the track.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Well said Bus.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Josh still takes the car to the sponsors at the beginning of the year, he also calls each and everyone of them on Monday regardless of how we do. Once a month a news letter is sent with updates, we do as many car shows, fund raisers and public displays as possible. Josh visits the schools to talk to the kids about staying out of trouble and staying in school. (Sprints and Midgets Stay in School Program) We have got the Joe Roush award (last to leave the pit) most every weekend due to the fact Josh remembers getting to the pits as a kid only to find everybody had pulled out. It is still hard to find sponsors in the land of baseball/basketball.

Jerry #66j
www.joshspencer.com

Re: Car Sponsorships, Why isn't there more big sponsors?
 

I don't think it's always a matter of if the racers will stick around. But when you got four and five classes running tracks and won't let fans in the pits after the sprint feature. WHO WANTS TO STAY A EXTRA HOUR just till they can? Also late shows well, Look how many just leave after the headliner feature?.

Tony Stewart also promotes his sponsors, Weather he's obligated too or not is beside the point, That taking out a car (You"ll need a blah blah power sander for that one Joey) Scrape the wall (Some blah blah paint for that wall there steve)
He'll even sniff his stinky arm pit for Old Spice.

I think it all comes down to the EXPOSURE (Media) is the key, Once you've tapped it, The limits are unknown.

It also don't help much and I apreciate VS network for showing them, But they lable the sprints and LM races they show as MOTORSPORTS HOUR, Not USAC/CRA SPrint cars.

Thursday night Thunder? WHERE ARE YOU?
Chuck, who thinks NW sprints could be every bit as EXPOSED as the lidded cousins.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

I've been to a track before and I can't remember where it was, that had a pen area between the pits and the stands that was separated off where the mostly younger kids would wait and the drivers would stop in and sign autographs and shake hands throughout the night. A lot of the interaction was before the race. Some racers had assistants that kept up with their boxes of hero cards or programs so the drivers could autograph them.

I'm surprised more tracks don't have setups like Lawrenceburg where vendors can set up tents. More drivers should do this. The best way to gain exposure is to meet as many people as you can, sort of like door-to-door sales people. It's a matter of numbers and exhaustive work. It's not easy.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

I think it would go a long way if drivers would take the time and effort to take a picture from the winner's circle or other shot, print an 8 x 10 at the local store, sign it, date it and write or text in using a photo editor, the name of the track. I knew a former IRL car owner that had a house and office full of photos that drivers had sent him. He would go through and tell a story about each one.

Re: Car Sponsorships, Why isn't there more big sponsors?
 

Like I said Chuck, it is partially the racetracks fault, among other things. The SOD (Sprints on Dirt) in Michigan, is ALWAYS the first class to race wherever they go, and you know what, people wait around, and when I went to Hartford this year, we were there till at least 12:00am before all the races were over. Why does everybody wait till 1:00am to get into a WoO pit? I have some validity on this one I do believe.

Want to know why NW racing isn't as exposed as Winged racing? It's rather simple. Ted Johnson. Non-wing racing hasn't had someone that has taken non-wing racing under his arm and said these are the baddest assed guys on the planet, you better come to pay and watch them race. Marketing marketing marketing. THAT is why NW racing hasn't "grown" like it should have. Is the racing better, sure it is, but why doesn't it get the national exposure? Other than Ted Johnson, nobody has really put winged sprint car racing on the map.

And as far as Tony Stewart, yes, he understands, he's not stupid, don't bite the hand that feeds you. If he was sponsored by Tampax, you bet your butt there'd be a tampon stuck up there. That's what part of his job is. Most drivers forget that in order to stay racing there is more to racing and working on the car. Hustling sponsors is what really has to be done, and is what seriously bothers me. I've held meetings with people about sponsorship, and am told the same thing on certain cases, which royally pisses me off. "We've sponsored racecars in the past and wasn't presented really well". Well now what in the world do I say other than sending them monthly results, photographs, and for one I even made a DVD once a month, and you know what, the next meeting went just as well as the first.