How do tire and wheel companies prefer to be approached for sponsorship?
Answered in: 2023 Motorsports Sponsorship Summit at Mechanix WearThe Answer
First, do basic research: make sure they actually make a tire for your application, that it's legal in your series, and that it's competitive for your class. Companies like Atturo say it's an immediate disqualifier when someone asks for a tire they don't even make. Try buying and using their product before asking for sponsorship - brands want people who already have affinity for their products, not just those seeking free stuff. Reach out through social media or their website, but make your pitch direct, personalized, and short. A 20-page deck won't get read. Finally, understand their business model: some tire companies primarily sell to racers (endemic sales), while wheel companies like Wheel Pros are focused on growing consumer demand - only 3% of cars have custom wheels. Tailor your pitch to help them achieve their specific goals.
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2023 Motorsports Sponsorship Summit at Mechanix Wear
Recorded live January 7, 2023 — six sessions in three hours: 1. Why Brands Sponsor & How They Calculate ROI — Alex Striler with Ben Dolan (VP of Marketing, VP Racing Fuels), David Cardey (Sales Manager, Eibach Springs), Jackie Donahue (Group Marketing Manager, NGK Spark Plugs), and Jesse Spungin (President, Mechanix Wear). 2. Promoting Yourself & Sponsors Thru the Media — Tony Yorkman (Marketing Director, Team RTR), Megan Meyer (NHRA champion and founder of Driven By Social Academy), Dan Schechner (Editor, PRI Magazine), Don O'Neal (Racers in Rental Cars podcast), and champion drifter Vaughn Gittin Jr. 3. Activating at Events to Increase Brand Value — Alex Striler with Kevin Miller (CEO, USAC), Matt Martelli (CEO, Mad Media and the Mint 400), and Dan Dennehy-Rodriguez (SCCA). 4. Creating Decks That Attract & Writing Proposals That Sell — Alex Striler, Tony Yorkman, and Megan Meyer. 5. Finding Tire and Wheel Sponsors — Tony Yorkman with Chris Meyer (Senior Marketing Specialist, Maxxis), Brian Henderson (Wheel Pros), and Michael Mathis (CEO, Atturo Tires). 6. Networking and Meeting New Sponsors — Alex Striler with Kathryn Reinhardt (SEMA board member), Travis Clarke (SVP, Wasserman), and David Morton (Fifth Third Bank).
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