How to get sponsored by Hoonigan

Yes, you should approach sponsors at trade shows. According to John Viscardo from Hoonigan, you should 'bother the hell out of the marketing people at trade shows.' While they're not there specifically to talk to every racer, it's part of the sales pitch process. If possible, book an appointment beforehand, but if not, introduce yourself, shake their hand, and make an impression. You don't need to give them a full sponsorship deck since they won't have room for it on the flight home, but use trade shows as a touch point to start relationships that you can follow up on later.

Expect to contact sponsors 7-8 times before getting a response, but most people give up after 3 calls. John Viscardo emphasizes: 'I expect no one to call me back' - even people he's known for 20 years. Marketing managers are extremely busy with dozens of priorities each day. Don't get discouraged if they don't respond. Space out your outreach once every week or two weeks, consistently reminding them of your interest without being pushy. The key is persistence without being daily aggressive.