Got Sponsors?

So you've won numerous awards with your car and now you think your ready to progress to that next level in the automotive industry. Well before you begin making those phone calls to various companies, you might want to consider following these simple 2NR-developed tips for landing a sponsorship in the import show and race industry.

We managed to corral two of the most successful icons in the import industry today, LJ Garcia and Kenny Tran, to ask them what it takes to acquire sponsors. Kim Hernandez of Yokohama Tires was also contacted to give us a better understanding of the sponsorship aspect in the automotive industry; offering the readers insight into what Yokohama expects from their sponsor's. Garcia has been affiliated in the import industry for over 12 years and has worked with various companies in the show car scene. His most famous project car, the yellow "Feels" Civic, has brought Garcia worldwide recognition in the aftermarket car scene and has won numerous awards while on tour. Most recently Garcia has landed a deal with Toyota to use a Scion as a future project car and it's currently in the works. Tran, one of the most feared competitors in the import drag industry, began his racing career back in 1997 with a '94 Integra, sponsored by Clutchmasters. Today Tran is campaigning an 8-second, Pro-modified Civic, which has recently landed a lucrative deal with Quakerstate Oil as a main sponsor for the 2003 race season.

For the unknowing, the word "sponsorship" is no more than a simple definition of "free parts" or what we like to call "hookups." Understand that companies do not give free stuff away in hopes that one day their product will magically sell like hot cakes on the market. Companies sponsor individuals for the main reason of generating sales of their products. Tran said when he landed his sponsors it became a daily grind for him. "Spectators think we just race on a daily basis but many fail to understand that there are many contacts to be made in the media and at the corporate level. There is also the need to build long-term relationships with individuals, and finally comes the wrenching. It's a full time-job for a full-time racer and you need to be fully committed like a 9-5 job, only you spend 12 hours or more a day. Sponsors expect you to be on top of your game at all times." When looking for racers or show cars to sponsor, Hernandez stated, "We look to see if the car will get editorial coverage and if the sponsorship will reflect the image we want."

Making a name for yourselfRegardless if it's the show or race circuit in which you seek a sponsorship, the most important step in obtaining a solid sponsorship is making a name for yourself. 2NR understands that maintaining a car to be competitive in either race or show venues can put a heavy dent in your pockets. Everyone knows the time period before you land some potential sponsors can be a very difficult time. Tran best summed it up when he said, " Look at this time period as an opportunity for yourself and your car to be recognized. When you campaign your car at races, you are not only racing in front of thousands of people but also in front of dozens of prospective sponsors. When someone who isn't known or is a newcomer to the scene out hustles and out races the more popular names such as Steph Pappadakis (AEM-sponsored Civic) or Jojo Callos (Castrol-sponsored Integra), people will recognize the accomplishments of this individual and know they are taking this sport dead serious. Manufactures see you as an individual pulling money out of your own pocket to fund your racing and they like to see those prospective sponsoree's that have race in their blood." Garcia also endured the financial burden of throwing his hard earned cash into his infamous Feels Civic, before finally landing a sponsorship. "The most important thing for a show car enthusiast is to attend as many competitions as possible. If you can't attend out of state events, then keep it local, but always stay consistent. When I first began in the import scene, I attended all kinds of shows and races from Northern California to San Diego. So you can say my car was everywhere and companies recognized that. They want to see an individual who has the drive and passion to attend shows and events, not because they have to but because they love the sport and competitive drive."