5 Important Tips For Creating A Sponsorship Deck

5 Important Tips For Creating A Sponsorship Deck

May, 21st, 2019 at 1:33 pm

Although the most exciting aspect of the racing world takes place in the great outdoors, some very significant steps must be taken care of in the office setting. While not as exciting, perhaps, creating a sponsorship deck for the team is as important as driving the trophy truck in the race itself. The purpose of creating a sponsorship deck is to present your team to potential sponsors in an attractive way that will ultimately convince the sponsors to provide funds to support your team. If you’re reading this article, then you know that money is often the make-or-break for a team, especially in a sport that is so financially demanding. In the course of creating a sponsorship deck, we have learned quite a lot. To make your experience easier, we have compiled a list of tips for sponsorship deck writers.

1. Select an Associate Who Knows What They’re Doing

Although this advice can be applied to pretty much any field, it always helps to find someone who knows what they’re doing. Luckily, the racing world is so tight-knit that you can find a mentor pretty much anywhere. A good choice in mentor will have experience in making decks and a passion for the off-road racing world, if not actual history as a driver. The details necessary to write a deck require fluency in the jargon of the field. If you do not possess this knowledge yourself, it is useful to work with someone who does. Then your deck will be read as more authentic.

2. Make Your Deck Inclusive

Although it’s tempting to submit your deck to huge brands like Red Bull, a good chunk of your funding will probably come from smaller, local businesses like banks or large restaurants. Chances are, the sponsorship coordinators of those businesses are not going to have a lot of experience in the racing world. So, make sure that your deck explains what racing is and how the money will be used in a way that makes sense to anyone that may read it.

But wait, you just said I could use jargon!

Yes, you can and you should. However, if the term would be obscure to non-racers, consider defining it with context or removing it altogether. It is important to strike a balance between respecting the group mentality of the racing world while also warmly inviting others into it.

3. Know Your Sponsor

Whether the company you are approaching about a sponsorship is familiar with the racing world or not, it is important to know who they are and how they work. One aspect that varies greatly from company to company is when they accept applications. You will save yourself time and energy if you submit the application when they are looking for them, rather than submitting it out-of-season.  It would not do your team any good to get buried in a pile of papers on a desk.

You will also save time if you do some pre-research to discover who is the best person to talk to about sponsorships. If the company is big enough, they will have a person whose entire job is to handle sponsorships. Speaking to them will be more efficient, and show that you did your research. People want to be known, and prior knowledge will indicate dedication and intelligence.

4. Ask for Help from The Big Dogs

An important aspect of creating a sponsorship deck consists of fan statistics. These work to show the potential sponsor the scope of the impact of having their brand represented by your team. Obviously, the more people that see your team, the higher impact that the brand will have. The best way to get these statistics is to ask for them.

We asked the Lucas Oil Off Road Racing Series and The Best in the Desert Series.  They both were quick in responding, and sent us statistics in a PDF. The PDF took the form of a deck; that is, it was structured similar to how we are creating a sponsorship deck, though it addressed a different topic. It saves you a lot of work, and it helps spread their brand. It’s a win-win!

5. Sell Your Value

Sell what you can do for them, not what they can do for you.

It is tempting to hyper-focus on money, but remember that you are selling to them.  We advise against putting them in a position where they feel like they need to be selling themselves to you.

It doesn’t hurt that this approach puts them in the position of recipient of services, which builds the idea that it would be a privilege for them to be featured by your team. Approaching it from the opposite direction- asking for money without focusing on what they may get in return- is a good way to ensure that they do not see the value in your team.

Along with this idea, as sponsorship deck writer, you must create an offer that is attractive. Often, offers take the form of exposure on media and/or at the race. The best teams at the best races are viewed by hundreds of millions of people across all mediums of media. Being the primary sponsor for one of these teams can be very beneficial to a brand.

That’s all for today, folks! Creating a sponsorship deck is a long process, but it is important. Otherwise, how will the team afford those tires that they need? Or the new five-point seatbelt? The key is to present yourself as capable and trustworthy. Sponsors will put their money behind you if they think that you are a good bet.

As I was creating a sponsorship deck, I referred to the book Motorsports Marketing and Sponsorships: How to Raise Money to Race and Give Sponsors What They Really Want by Alex Striler, which contains a lot of wisdom for such a small volume. Just in case this post didn’t answer all of your questions, check this book out.

Good luck and happy hunting!


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