Stroll through the pits at any professionally sanctioned drag race and you'll get an up-close look at the flying circus that drag racing has become. Big, colorful race trailers and tons of excited fans get you in the racing mood long before you even see your first hot rod fly down the track. In the pits you'll stand toe to toe with dozens of huge, brightly painted tractor-trailer trucks adorned with sponsor logos and driver names. The crew members on these race teams also sport the sponsor colors, which elevates the atmosphere further.
For the modern team, product promotion has become the name of the game. A big sponsor usually means big money--which, after all, is the reason for a sponsor in the first place.
But sponsor dollars go to more than just individual racers. Notice how each race has a title sponsor that provides money for single events and yearly funds that can support a complete racing series or two or three. The fact remains that racing is expensive whether you run a local 15-second bracket machine or a competitive Pro Stocker. And if you can get someone to help with the financial commitment, you and your sponsor can benefit.
Sportsman racers often consider racing a hobby; they race in their free time and with money they can afford to burn. Others take racing more seriously and run their racing programs as businesses. The "business" can earn money in many ways, and this article will touch on a few ways that it can be done. And if you think the big dollars are reserved for the likes of John Force and Kenny Bernstein, think again. With some hard work and a little know-how, sponsor dollars could be flowing your way.
Recently, longtime Mustang racer Mark Harwell of Houston broke new ground in the Mustang world when he landed fast-food giant Kentucky Fried Chicken as the primary sponsor for his Speed Innovations racing team. It was a deal that sent a shockwave through the Mustang hobby. Harwell proved that a major-league sponsor can be a reality if you play your cards right, and instantly, other racers began burning up the phone lines trying to duplicate his success. But beware: This was no overnight deal. No sirree--it was many hours of time (and a lot of money) invested over a period of months. And this was just the beginning.
The one overriding question many of you have asked is, "How did he do it?"
Unfortunately, there is no quick answer, nor is there an exact plan for you to follow. Nevertheless, we'll take a look at Harwell's deal and expose the tools he used to obtain KFC as a major sponsor for his Mustang. Then, we hope, you can make his information work for you.
You don't have to look back very far in time to find an era when sponsor dollars didn't make the racing world go around. However, as national competition grew more popular, travel costs quickly equaled or even rose above the cost of maintaining the vehicle itself. This led to sponsors to fund the expensive operations.
Today, drag racers have a variety of choices when it comes to race organizations, and sponsors aren't just for the big boys. No longer are drag racers stuck bracket racing at the local strip; now, virtually every type of late-model car can be raced in a class that gets magazine and even national television coverage. Unfortunately, despite the small scale of these "alternative" race organizations (i.e., NSCA, Fun Ford Weekend, etc.), sportsman-level racers must travel long distances to compete, just like the pros do. In doing this they must also absorb the cost of tolls, food, fuel and, most expensive, hotels. And when you combine these costs, even a single event can get quite expensive. This is one reason Harwell decided to seek out a sponsor.
Finding one, however, takes quite a bit of work, but it's something that is right up a racer's alley. Racers are creative (just look at some of the cars) and it takes that type of personality to get and keep a sponsor. In order to get ahead of the game Harwell suggested a few things to help you get a sponsor.
There is no secret recipe or formula to getting a sponsor deal. However, there are a few basics that are mandatory if you are going to be a successful racer and promoter of someone's product. The key elements are professionalism, learning how to find a contact at a company, having a marketing plan, and the ability to accept no for an answer--while still keeping a positive attitude.
According to Harwell, "The first thing you need is a contact. And make sure it's the right one. I went through four or five people at just one company before I got to the right guy. There are marketing departments, public relations departments, and sometimes companies use outside market firms.
"So after you find the right guy, get him to talk to you--even if it's for five minutes--that's a battle in itself. Once you talk to him or her, give them the rundown on who you are, what you're about and what you are looking for. Don't give him a bunch of boring details because he doesn't have time."
Once you actually get a person on the phone, you'll want them to listen to what you have to say. It's likely that you will be speaking to a well-educated person, so it's important to speak well. If you use improper language or track-side slang, you won't be taken seriously.
Harwell recommends this: "Plan out what you're going to say, but don't read it off a card. You have to be a professional. What we're talking about is that somebody is going to pay you to drive a race car, so you have to be professional."
"If you've reached the right person and the phone conversation goes well, you will probably be asked to put something on paper. This will be your big chance to let them see what you're all about. What you'll submit will be your marketing plan, which is similar to but not exactly like a proposal. You need a marketing plan, and there are a few ways to get this done.
"You can either put a plan together yourself or you can buy a plan, explained Harwell. "There are several companies that will sell you a sponsorship plan. The plan will tell you what to do and what not to do. It will tell you how to make a budget. The marketing plan is designed to sell the company on why they should do this. You have to keep that in mind. A plan will cost you anywhere from $50 to $600.
"One of the key things not to do is ask for money! You don't tell them that it's going to take you $100,000 to go racing. What you do is write down a racing budget of what it costs you per race. Travel expenses, lodging, crew, shirts, fuel, oil, everything that you can think of. They know racing is expensive and they will decide how much to give you."
It's a good idea to have your marketing plan laid out before you make the contact. This way you will be ready should the opportunity arise. Spend the time to get your information on professional-looking letterhead so it is clear and presentable. Remember, your plan has to look attractive and have precise information. Include any newspaper or magazine clips and any other significant press that you've received in the past.
"Be sure you laminate all the articles; this will make for a professional appearance," Harwell added.
Your next step is to send the plan to the contact. Simple rule here: Get your package there quickly! "Send it overnight," Harwell suggested. "These people don't deal with regular mail. Everything is overnight.
"Since you sent the package overnight, odds are that it will be in the proper hands by the next morning. But don't expect them to rush through your material quite so quickly. It might take a few days or weeks before it gets evaluated. Let it be there for a few days and follow up with a phone call. No more than a week, though."
This is very important in today's business world. Besides, you want them to look at your plan while the idea is a fresh.
"This is the part where you can't be too anxious, but you don't want to wait too long," noted Harwell. "I wouldn't call more than once a week," Harwell said. "It's important to stay on top of them, but you don't want to be a pest."
The time it takes to get an actual answer will vary depending on the company you are dealing with. "The trick is to get them on the phone, even if it's for five minutes, because now they know why you're calling," said Harwell. "If they don't want to do the deal, you might never get someone on the phone. And every time you make a move it can take from two to five weeks." This is because the person you're dealing with probably has to go to other people to get a final decision.
Weeks might pass before you finally get in touch with your contact, but be patient. With a little luck the company will like your plan and you can take the next step. If they like your presentation you can bet that they will have some questions for you.
"They might ask you how many people attend each event," said Harwell. "Or if there is there TV coverage? Whatever you do, don't lie. We all know that millions of people don't attend sportsman-type events, but sportsman racing events--especially Mustang events--are often covered by magazines, as well as ESPN2 and some other television stations."
In some cases, you might be required to meet with a representative in person to discuss the plan in detail. Whether you make deal or not, the experience you gain will be invaluable.
Let's assume that you've been successful in obtaining a sponsor and now someone is going to pay you to go racing. Be aware that there are things they will expect that go beyond what you do on the track. By accepting their help, you will become a symbol for their company and a spokesperson for their products. In other words, you will have to be professional and your performance as a racer/public relations person will make or break you.
"You have to be everybody's friend, both on and off the track," said Harwell. He used Don "The Snake" Prudhomme as a prime example of a professional racer who he would like to emulate. "Prudhomme always has something positive to say," remarked Harwell. "Win or lose, he says the right thing and sponsors like that."
Another part of professionalism will come from the look of your racing team. Not only will you have to act professional, you will have to look the part. Sometimes personal appearances will be required.
If the deal entails, the company will assist in finding team colors, uniforms and possibly a paint scheme for the car. (Some deals might require a completely new paint job for the car or trailer, while other deals might only necessitate a new lettering job.)
Harwell has equipped himself with a new shop located in Houston, where he maintains his racing operation. "It's a full-time job," he said. "We keep the trailer and the race car in the shop and that's it." Harwell has dressed the shop in KFC's red and white colors and has included an office where he conducts his racing business. This allows him to concentrate on his car without the normal distractions found in other performance shops.
The Mustang is the same familiar red LX hatchback featured in the Dec. '96 issue ("Mark, Get Set, Go!"); however it's been updated for Fun Ford Weekend competition in the Pro 5.0 class. To promote the KFC name, Harwell has a gorgeous new paint job with the Colonel's face posted on the hood and on the sides. Other features include a Harwood fiberglass cowl hood, Saleen ground effects and an Ed Quay aluminum rear spoiler. The groovy paint scheme was designed by famed racing artist Greg Ozubko and was accepted by the KFC marketing staff before it was applied to the body. In addition to the Mustang, Harwell had the exact KFC colors applied to his helmet, his racing suit, and across his new 24-foot KFC race car hauler.
Along with KFC, Harwell obtained associate sponsors including Bassani, Turbonetics, HPC Coatings, S/X Performance, Isky Cams, Incon Systems and Wagonmaster Storm Trailers. The associates donated parts or provided substantial discounts, which help significantly.
Pro 5.0 is an established class, though he'll compete using a slightly different setup. His Mustang will sport a Keith Kraft-built twin-turbo 302 racing engine capable of low-8- or high-7-second elapsed times. The Stang will weigh a hefty 3,200 lbs., but Harwell feels the weight penalty will be worth the cost of a second turbo. To support the boosted bullet, he added a new Trans King Powerglide transmission, a 4-link rear suspension and Goodyear tires.
A look behind the scene of any full-time racing team will offer a view into the not-so-glamorous side of racing. Long hours in the shop, on the phone and on the road can make the professional side of racing taste a bit sour at times. Still, you wouldn't trade that life for flipping burgers, would you?
Taking on a sponsor of any size means that you will have to spend more time on your racing team and less time on other things. The appearance of your car and crew will matter greatly. Sponsors know that you're not going to win every race you enter, but they will expect you to be competitive and be able to promote their products.
Many of you already work as hard as some professional teams, so why not enjoy some of the benefits of being sponsored. It doesn't take a six-figure budget to spend all night in the shop while preparing your racer for a big race. However, after obtaining a sponsor, you will be obligated to show up and perform well, so your racing will go from being a hobby to being a job.
The difference is that, unlike a professional race team, you probably all ready have a "real" job that will be put on hold, and that is not always a good idea. In other words, don't bite off more than you can chew. You might consider aiming for a smaller sponsor like a local car dealer or someone in your area that could really use the exposure of advertising on your race car.
Other things to consider are a well-organized promotional program with everything from T-shirts to toys in order to promote racing and the product line that adorns the sides of your race car and race hauler.
Big or small, sponsor dollars can really help. We're sure every racer would like to have help to dilute the cost of racing. The point is that with the proper execution, sponsorship is attainable. Although it's not likely you'll walk into a the office at Budweiser and get a million-dollar contract to run your Mustang, with the proper planning and approach, you'll be able to score a big enough deal to get you racing full time--and maybe eating plenty of chicken!
Courtesy of Muscle Mustangs
and Fast Fords Magazine's website.