The Proposal (a.k.a The Sponsorship Clincher).

I’m often asked: how do I get (more) sponsors?

The answer is pretty simple: get on your local message board and bash all the other drivers using an anonymous screen name. Their sponsors will come running. Duh.


But seriously, this is obviously one of the most common questions I get.

And the answer is really simple on paper: connect with a like-minded company, craft a win-win opportunity, agree on the terms and, most importantly, execute.

But we all know that there’s a ton of work that goes into the in-between of a marketing partnership. Most of us can identify the right companies, find the decision maker and draw up a marketing plan.

Then comes the sales pitch. And the proposal. And the sweating.

We’ve all been there – you bust your butt to get in the door and have the opportunity to pitch the perfect company for your race team. You’re fist-pumping with excitement and then it hits you – you now have to produce that clinch-worthy proposal.

That irresistible piece of marketing material. The one they can’t put down. It’s the proposal that perfectly reflects you and your racing program, and the success that you’ll have together.

And your confidence begins to falter.

I’ve been there myself. In my career, I’ve submitted, evaluated, reviewed and approved (or denied) hundreds, maybe even thousands, of proposals. I’ve seen it all – from hand-drawn submissions to tricked-out seven-figure deal materials.

And I know the kind of work it takes to produce a piece that’s both beautifully eye-catching and undeniably effective.

If you want a real shot at working with a company you love, you need to help them see why they should love you back. You have to make them feel it.

And if the proposal process is what trips you up – if building race cars is more your forte than building proposals –  I’m here to help. I’ve gotten a ton of requests to review and evaluate proposals, and worked on a case-by-case basis in the past. As the offseason approaches, I’ve decided that it’s only fair to open a more formalized opportunity for everyone on a first-come, first-serve basis.

So if you’re interested in working with me one-to-one on perfecting your existing proposal, all the information you need to stop spinning your wheels and start winning lives here. If you’re starting from scratch, you might want to check out our Crafting Effective Sponsorship Proposals Workshop.

If it’s not in your budget right now, don’t worry. Take a look around on the blog – there are tons of free resources that you can use to tell your story, set your pricing and create a winning opportunity for both you and your marketing partners.

Because isn’t that what it’s all about?


P.S. If you’re looking for coaching or consulting beyond sponsorship proposals, I’ve also put up more information on how to work with me here.

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About the author

Kristin Swartzlander Kristin Swartzlander is passionate about applying business sense to racing 'nonsense' in hopes of growing the sport of dirt track racing. She is a business strategist who works with entrepreneurs and small businesses to help them learn how to use public relations, marketing and social media to achieve their goals. Learn more about social media, marketing and racing sponsorship on the DirtyMouth blog.