These are some important things to add to your proposal:
- Talk about what you have accomplished (i.e. awards) in the past few years and you're past history. Companies want to sponsor someone who has been in the industry for some time and has a good understanding of what it takes to be a sponsoree. They also want someone who knows what they are talking about when it comes to questions at shows or races.
- Explain what your current goals are for your car and your plans in the near future.
- Let them know how many races or car shows you are planning to attend this year and possibly the next season.
- What are some of the benefits for the company you are targeting? Keep in mind companies are using you as exposure for their products. Emphasize that you will be doing all the labor and networking in trade for products or financial support.
- List your other sponsors if any and make sure you don't put any rival competitors on that list or you'll be assed out.
Include photos from various shows and events, editorial, and event images. This makes the sponsor think, "Dang this guy's been to 25 shows this season!" It shows you have a sense of dedication towards the sport.
Both Garcia and Tran agree that sending in a resume with a partially completed car is a big mistake. "Never send a proposal when it's halfway done. As a manufacturer, you will never know if the car will be done and it serves no purpose when the products you had previously sponsored on the car are old news. Sponsors will not give you another set of parts just to replace the old ones if your car has been sitting in the garage the whole time. It's always good to finish the car before you do your proposal". Hernandez said to " include any vendor names that are currently affiliated with the car and any editorial the car might be featured in."
The long awaited callYou've finally received a call stating they would like you to come into the office to further discuss your potential sponsorship. Use judgement and prepare, as if this was an interview for a job. Slippers and tanktops will kick you out faster than you can say "Oh shit!" Follow up on your conversation with your previous contact if you have not heard from them within the past two weeks. Understand that large companies receive substantial amounts of requests to be sponsored and you are just one of many prospects that have to be considered. Companies appreciate an applicant who is bright and enthusiastic, but frown upon someone who is constantly calling on a daily basis to see if they have landed a possible sponsorship. "Don't become a pest about your sponsorship," said Hernandez. Think of it as some stalker guy/girl who won't stop calling you every five minutes. Would you consider that person as a potential significant other? We didn't think so, so why would a sponsor do the same?
Written contractsSo you've settled on an agreement. Congratulations! Now comes the beaurocracy. Don't settle for an old-fashioned handshake or word of mouth agreement. Tell them you want it in etched with paper and ink. 2NR cannot stress enough to completely read your contract from opening statement to end. It's okay to ask questions if you don't understand a certain stipulation in the agreement. The most important thing is for you, the sponsoree, to have complete knowledge and agreement of what is expected from you and the sponsor and what you expect from them. Too often we hear of horror stories in the industry that the sponsor and their supporting cast end up on bad terms, often leading to a bad breakup because of certain terms and agreements that were not discussed or disclosed at the time of the signing agreement.
Keep those sponsors smiling!The most important thing is to make your sponsors believe that they have made the right decision in selecting you to represent their company. Make sure and log in a report of what you see or have seen at various shows, take pictures, and give them a quick phone call to let them know if you've won. Even if you didn't win, keeping in close contact with your sponsors and show you are promoting their products; making a concerted effort to please your sponsors. "Commitment is such an important aspect in the game. You have to acknowledge that you're here to stay for the long haul and not some short term joy ride," said Tran. Garcia has similar thoughts but goes into the importance of keeping a good reputation: "Building the relationship is so important. Never burn bridges because you will need it later on and those burnt bridges can really bite you in the ass."
And what do the sponsors think about having a positive mental attitude you ask? Hernandez summed it up by saying, "Attitude can make a difference. We want people and cars that reflect Yokohama in the best possible way, not only do they promote our product but reflect our company's image."
Special thanks to.LJ GarciaKenny TranKim Hernandez of Yokohama Tires