Race Car Sponsorship - The Presentation (Part 1 of 4)

Frank Galusha sits down with sprint car racer, McKenna Haase, as she gives advice on how to impress potential sponsors with a professional marketing presentation.

According to McKenna, marketing presentations are a surefire way to impress sponsors and convince them that you’ll bring value to their brand. Many racers don’t even consider putting one together. Having one is extremely important, but making it polished will help you stand out even further.

Tools that can help you make an excellent marketing presentation are Canva, InDesign, and PowerPoint. There are many vital parts to include in the presentation. First and foremost, a quality cover page will start the presentation off right. You will also want to include lots of photos. McKenna stresses the importance of showing the face of the driver, instead of just the car. This will help showcase the driver’s personality. Next, include a bio section in the presentation. This should contain background information, racing accomplishments, and goals for the future.

The presentation should also have all social media links listed and what you will offer in your marketing program. Things like appearances, social media coverage, or regular media marketing could be included in the description of marketing packages you will offer. A contact page with information on how to get a hold of you is also a necessity.

Along with what content to put in the marketing presentation, McKenna gives some very helpful tips on how to tailor it to your specific audience. First, make sure you adjust the amount of wording depending on if the presentation will be an in-person meeting or not. If you will be face to face, use concise bullet points. You will be talking through the information, so you won’t need as much text on the screen. If you won’t be there in person and they’ll be reading the presentation themselves, include all of the necessary information in writing.

Another thing to keep in mind is that most companies you’ll be presenting to won’t be overly familiar with the racing industry. Because of this, it’s smart to focus on the value and coverage you can bring to their company instead of your personal racing accomplishments.

In addition to the presentation, McKenna gives advice on supplementary materials you should consider using. Business cards are an easy, effective way to share your contact information. She suggested putting a picture of your face and car on the cards. She also uses personal stationery with her racing brand on it. Sending thank you cards after presentation meetings is a great way to add a personal touch and show gratitude, whether you get the sponsorship or not.

She also suggested that you should keep the presentation tailored to whatever company you’re presenting to. For example, if you have an 80% male following and are presenting to a women’s clothing company, you may not want to put emphasis on that aspect. Focus on how you can help their brand be seen and recognized.

Thanks for watching and be sure to tune into our next video on networking and prospecting!