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Want to find sponsors (and keep the ones you already have as happy as a proverbial clam)? 

Helping Marketing Partners Achieve Goals Starts with Knowing What They Are.

When you’re pitching a sponsor or creating a proposal for a potential marketing partner, you can exponentially increase the odds of moving forward in the process if you know what that company’s goals are and how you can help achieve them. But how do you get that information? All businesses want to increase their bottom […]

How to Be Sponsor-Able

Most of the questions that I get about sponsorship center around the outbound portion of forging a relationship: How do I find a potential sponsor? Who do I talk in the company about sponsorship? What should I put in my proposal? How many times should I reach out? Should I mock-up my car with their […]

Race Track Marketing: Think Mindset, Not Demographics

When I worked in the advertising agency business, one of the first things we would do when starting a marketing, advertising or social media campaign was try to determine our ‘ideal customer’. In fact, if you and I have ever worked together – on race track marketing or otherwise – I’ve probably walked you through an […]

Why ‘Only Winners Get Sponsored’ is a Myth

Having worked at a speed shop for a few years, I can’t tell you how many conversations I had about sponsorship. They generally went one of two ways: either the person was asking for sponsorship or a discount, or the person was lamenting that it was impossible to get sponsorship because they didn’t win. I hear […]

The 10 Most Common Reasons Companies Buy Sponsorship

It’s the first quarter of the year, and the last few weeks for me have had a lot of focus on working on sponsorship deals for various properties. One common mistake that I see teams, tracks and event promoters make when pitching potential marketing partners is focusing on only one aspect of sponsorship: exposure to […]

Want to learn about how mindset can drive your racing business? 

Helping Marketing Partners Achieve Goals Starts with Knowing What They Are.

When you’re pitching a sponsor or creating a proposal for a potential marketing partner, you can exponentially increase the odds of moving forward in the process if you know what that company’s goals are and how you can help achieve them. But how do you get that information? All businesses want to increase their bottom […]

Race Track Marketing: Think Mindset, Not Demographics

When I worked in the advertising agency business, one of the first things we would do when starting a marketing, advertising or social media campaign was try to determine our ‘ideal customer’. In fact, if you and I have ever worked together – on race track marketing or otherwise – I’ve probably walked you through an […]

How to Find Time for Sponsorship

When working with clients, answering questions in our free sponsorship success group, fielding emails or talking to racers at events, one of the biggest barriers teams feel in finding sponsorship is: “I don’t have enough time.” It’s a legit concern, but it’s a claim that we make probably every day. Think about the conversations you’re having over […]

The Truth About All of Those Stickers

Ever see a truck driving down the highway with a back windshield full of decals? From K&N to Monster Energy, he’s got all his adrenaline-related needs covered. Like this:  Now, how many times have you thought to yourself: how did that guy get so many sponsors??! NO? So why do we do the same with […]

The Power of Small Wins

Big wins. They are what we all live for, right? Being crowned King Kristin (hmm, Roger, can we chat?) at Eldora Speedway’s Kings Royal or the Knoxville Nationals Champion might top your list. Or maybe you’re aiming higher, for a points championship in Formula One or NASCAR. But most of us aren’t just one step […]


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