What do sponsors look for when selecting individual racers versus series sponsorships?
Answered in: 2024 Motorsports Sponsorship Summit Part 2: Holley, K1 RaceGear, & BFGThe Answer
Major brands like Holley focus primarily on sponsoring sanctioning bodies and series rather than individual racers because it allows them to reach many racers at once through contingency programs. They work with individual racers mainly when breaking into a new series with a particular product or when they need to test and prove out new technology. Individual racers who get sponsored typically become early adopters who help test products, provide feedback, and can offer technical support to other racers at tracks.
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2024 Motorsports Sponsorship Summit Part 2: Holley, K1 RaceGear, & BFG
Sponsor Speed Dating, first half — one-on-one sessions from the 2024 Motorsports Sponsorship Summit (January 13, 2024): 1. Bill Tichenor (Holley) walks through Holley's huge brand family — MSD, Flowmaster, Simpson, Racepak, NOS and more — and what each sponsors. 2. JR Twedt (President, K1 RaceGear) on what K1 looks for from sponsored drivers. 3. Nate Hunt (BFGoodrich / Michelin Motorsports, Jackson Motorsports Group) on how the biggest brand in off-road picks its racers.
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