Why I Can't Help Race Teams with Sponsorships
As someone who has worked extensively in business development and sponsorship for racing teams, I've noticed a concerning pattern: Teams hire sales professionals to boost revenue, then inadvertently sabotage their efforts. If you're wondering why your sponsorship deals aren't growing despite having talented sales people on board, you might be making these critical mistakes.
The Fatal Flaws in Your Sponsorship Strategy
1. Hoarding Relationships
Many team owners maintain tight control over sponsor relationships, believing they're protecting something valuable. The truth? You're preventing growth. Your sales professionals can't upgrade these deals if you won't let them near them. If your relationship with sponsors is as strong as you claim, they won't be offended when you introduce a dedicated professional to enhance the partnership.
2. Withholding Business Connections
Your existing business network is a goldmine of potential sponsorships. Your bank, insurance provider, parts supplier, and even your favorite restaurant represent B2B opportunities. These connections—the people closest to you—are the most likely future partners. Don't keep this network hidden from your sales team.
3. Misusing Communication Channels
Is your social media focused on engaging fans who will never become sponsors? Are your creative teams producing compelling content that fails to showcase a single sponsor logo? Every communication should either:
If this isn't central to your strategy, you're missing opportunities.
Don't Leave Your Sales Professional on an Island
Your sales specialist isn't a magical revenue generator you can drop in and expect miracles from without support. Just as you would equip a crew member or driver with the necessary tools, you must provide your sales team with resources to succeed.
EXCLUSIVE SPONSORSHIP OPPORTUNITY: HELMET BRANDING
Santino Ferrucci and I identified a new branding opportunity!
Santino's in-car camera during IndyCar Series broadcasts offers premium visibility for your brand. As you can see from our recent images, there's prime real estate available directly on the crown of his helmet.
This unique positioning puts your logo front and center during those intense cockpit camera shots that racing fans enjoy.
Why this matters:
Interested in learning more about securing this exclusive placement? Simply comment to this newsletter or send me a direct message on LinkedIn for complete details and availability.
Don't miss your chance to ride along with Santino all season long.
And, let's remember Fox Broadcast of Streets of St. Petersburg race garnered a 45% increase!
Featured on "The Pits are Open"
Well, I never made many of the mainstream association media programs. But, I have to say the motorsports media is pretty accommodating to sales and business development content about racing sponsorship.
Make a Fan. Get a Sponsor or Client.
Give a prospect the experience of a lifetime....every time. Do this and your likelihood of doing business together always improves.
Saying "No" to Projects that Don't Fit
Throughout my career, I've operated with a "Yes" bias - always eager to take on new challenges and opportunities. However, my recent experiences have taught me a valuable lesson about the power of "strategic refusal."
Experienced executives reach a point where we no longer have something to prove. The more comfortable we become in our professional skin, the more clearly we can recognize which actions truly bring value to our clients and revenue to our companies.
Learning to say "no" to projects with little leverage isn't about becoming negative - it's about creating space for meaningful work that aligns with our expertise and goals.
In my latest podcast episode, I share examples and strategies for identifying which opportunities truly deserve your "yes."
What projects have you decided to turn down recently, and how has that decision benefited your business? I'd love to hear your experiences in the comments.