2023 Off Road Sponsorship Summit Fall 1

Sponsors look for partners who provide chemistry with their teams, have a can-do attitude, offer creative suggestions and solutions, and most importantly contribute to the workload rather than add to it. According to Optima Battery's Cam Douglas, the unwritten qualities that make great partners include being genuine contributors, never saying no to activation requests, and understanding the product deeply enough to discuss it knowledgeably. Companies want athletes who become extensions of their business and truly understand what the company sells, who their customers are, and how their products work.

Different company types require completely different approaches. Retailers want foot traffic to stores or websites. Service companies want lead generation and top-of-mind awareness. Manufacturers want to prove product functionality and be on the podium. Beverage and food companies focus on sampling opportunities. Endemic brands (industry-related) need to prove their products help you win races, while non-endemic brands must buy visibility and pay for exposure. Understanding the company's distribution channel is also critical - whether they sell direct to consumers, through retailers, or through distributors to mechanics.