Why K&N Filters sponsors racing

Treat your sponsor relationship like a marriage - you need to continuously 'date' them every year, not just during the honeymoon phase. Many sponsorships go dark in the middle years (years 3-5) because athletes focus only on winning and forget about nurturing the relationship. The key is consistent communication and visibility. Make sure your sponsors feel appreciated whether you're winning, losing, or delivering results. Don't let the relationship go stale just because things are going well.

Study the company and their business goals thoroughly before presenting. The good news is that companies are often willing to share their goals if you simply ask. Look at where they're shifting their marketing focus (TV, print, social media), what new products they're launching, and what new markets they're entering. Understanding their business objectives allows you to position yourself as someone who can help achieve those goals, rather than just asking for money.