“Sponsorship 101: What Brands Are Really Looking For”

March 5, 2025

Let’s be honest — racing is expensive, and securing sponsorship is a key part of a driver’s growth. But with so many young drivers competing for attention, how do you stand out?

The answer is simple: understand what sponsors really want.

At Race Face Brand Development, we’ve worked with brands across the industry, and we know that a sponsorship isn’t just a donation — it’s a business partnership. When you start seeing things from the sponsor’s perspective, you put yourself in a much better position to earn their support.

It’s Not About You — It’s About Them

Most drivers focus on what they need. But a sponsor wants to know what they’re getting in return.

Ask yourself:

  • How does your brand align with theirs?

  • Can you help them reach a new audience?

  • What will your social media and race program do to promote them?

Sponsors are looking for value, visibility, and professionalism — not just lap times.

Key Things Sponsors Are Looking For

✅ Professional Appearance
From your logo to your website to your race suit — do you look like a driver they’d be proud to partner with?

✅ Social Media Engagement
Not just followers — real engagement. Do you tag them, thank them, and post consistently?

✅ Community Involvement
Are you involved in causes or events? Sponsors love being tied to something with purpose.

✅ On-Track Performance & Growth
You don’t have to win every race — but showing progress, effort, and drive matters.

✅ Clear Communication
Sponsors want to hear from you. Updates, thank-yous, and end-of-season recaps go a long way.

Think Like a Brand

Treat sponsorship like a business deal, not a handout. That means:

  • Creating a clean, concise proposal

  • Outlining exposure opportunities (logo placement, social shoutouts, media mentions)

  • Following up professionally

Brands want drivers who get it — not just racers, but ambassadors.

How Race Face Can Help

At Race Face, we help drivers:

  • Build sponsorship decks that stand out

  • Create a media presence sponsors trust

  • Learn how to speak, post, and perform like a pro

We don’t just help you race — we help you become marketable.

🏁 Final Thoughts

Sponsors are out there — but they’re choosing carefully. If you can show that you're serious, professional, and ready to provide real value, you’re already ahead of the pack.

If you’re ready to level up your sponsorship game, let’s talk.

📩 Contact Us
Rod Wortham
📧 E: Rod@racefacebd.com
📞 O: 727-999-2628
📱 C: 727-247-5597