2024 MSSS Part 2: Holley, K1 RaceGear, & BFG

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.

Sponsors value racers who can become proficient with their products and provide technical support to other racers at tracks, essentially becoming an extension of the company's tech support team. Other valuable contributions include leveraging B2B relationships by introducing sponsors to distributors, retail chains, or other business partners. Racers should think about what they can bring to help the sponsor sell products rather than just asking what they can receive.