A big Re-sponsor-bility!
A big Re-sponsor-bility!
Signing your name on a contract, strategically placing your sponsors logos/decals onto your cars, receiving heavily discounted or even free products... ah, the joys of being a sponsored driver. Sounds great doesn’t it?
Sponsorship is a privilege, it’s something to be proud of if you get the honour bestowed upon you, but to define the role in the way I have previously is rather inaccurate, it carries with it great responsibility and becomes a more complex role the higher up the sponsor ladder you become.
In this week’s blog, I’d like to cover the topic of sponsorship in 3 stages. Firstly, I would like to cover some of the myths attached to sponsorship in RC racing or some of the common misconceptions that those hoping to be sponsored, and those that are already, have about it.
Then I will offer you some tips from my own experience on how to display yourself as a potential sponsors target or how to go about selecting a company to approach and how to do it, before finally giving you some information regarding how to become a model sponsoree.
The common misconceptions
1. “If I make the A final I deserve to be sponsored”
This is a pretty poor attitude to have about sponsorship, as I stated previously, getting sponsored is a privilege and certainly not a right, it should not be demanded or expected.
Simply having the results helps you construct an effective racing CV (as will be touched upon in a later section), but it doesn’t automatically make you a good sponsor candidate, there are certain other qualities that sponsors look for in their drivers, and that’s why the following is also a myth...
2. “Sponsorship is just for the most successful drivers”
Now, to be fully sponsored by a huge RC brand will often demand a certain level of talent with the tranny, but there are a range of sponsorship levels and without exception, the main objective for any RC company when sponsoring a driver is to promote their products and make them desirable to customers.
Of course, if their product is seen out on track tearing up lap records and sitting on pole or in the winner’s circle, then their promotional objectives are met most efficiently.
But it is often the case that, particularly fellow racers at said event where the product has performed well, will want to take a closer look at the particular product, gain some more information on it and have an understanding of where they can go for advice if they decide to make a purchase.
It is at this time, when a fellow competitor or beginner may approach the said successful racer and ask to have a look at the products they use. Now this driver may be a star on the sticks, but if their people skills are abysmal, and they have no time for people who wish to approach them, or doesn’t have suitable knowledge to tell those who approach him/her about what technological advantages or special features of the gear they use and are sponsored for, they are failing as a successful promotional tool and acting as an inefficient sponsored driver despite their on track performance.
As stated in the title of this piece, there is a greater responsibility of being a sponsored driver and it doesn’t begin and end on the driver’s rostrum. As a sponsored driver, you are a company representative and you don’t necessarily have to be a champion or regular race winner to be one of these.
Of course the total package is someone that has all of these features: successful, experienced, sound technical knowledge and a pleasant person but I would bet that when a company are looking to broaden their team size, the latter features are given greater priority then race results.
If you conduct yourself well at meetings, have a decent knowledge of RC equipment, are always willing to help others and give or direct them to effective advice then you are still an effective sponsor candidate, whether you’re a regular in the A main or not.
3. “It’s all about who you know...”
Ah that bitterest of statements. Yes ok, there are the odd exceptions around to the sponsored driver format as detailed in the previous point.
In some cases, it may just be that this person invests a lot of money into their racing, have a lot of experience, or their cars are neatly presented but the person might still be a bit of a a*se.
But I often think it is wrong to simply say that getting sponsored is all about who you know and not what you know, if the sponsored company rep knows you or one of their other sponsored drivers knows you, then they also know your faults.
If they still choose to sponsor you, you must be doing something right, afterall, this is an industry and sponsored drivers play a key role in it, we’re not talking some exclusive golf club.
4. “Being sponsored just means you get cheaper stuff”
As said, there are a range of sponsorship structures, from a full factory driver at one extreme, to the young kid who gets 10% knocked off at his local model shop. But as stated previously, sponsorship is more than a financial relationship. You adopt a role as a company representative; you are promoting your supporters as payback to the trust and respect they have shown to you.
It’s about keeping your head when things are going badly, helping your fellow competitors and potential customers. Sponsorship is very much a two way street, and the key thing to always remember is that you are promoting your sponsor, and they are not promoting you, so you must do what is expected of you at all times.
5. “I’ll never get sponsored because I don’t attend the nationals”
This is probably the most common myth associated with sponsorship and it ties in well with point 2 in this section. What you should ask yourself is, who make up the customer base that is the primary target for large racing companies to sell their goods to? The answer is often the club racer.
Club racers form a large percentage of sales of RC equipment, clubs are not often laden with fully sponsored racers granted, but if you can get a sponsored racer at club level it can be a real asset to a company.
Think of it like this. Driver X is a fully sponsored driver for a company, for the sake of the example let’s say Losi. On a Sunday, he goes out and wins a national, brilliant. Who knows he won the national? All those in attendance at the national event, or those that keep up to date with results online.
Are sales enhanced at club level? It is unlikely, particularly in the short term, many club racers may not know of driver X or of the nat series, those that do know of driver X may feel that just because someone of his talent wins with it doesn’t make the car good.
Driver Y used to race for Schumacher and had used to come in the top 5 at the local club on a Thursday night until one week he turns up with a Losi and wipes the floor with everyone. What happens over the next few weeks? It is more likely that more and more people will start turning up with Losi’s at the local club because racer Y has demonstrated the effectiveness of the vehicle first hand.
Hopefully this example has demonstrated that sponsored drivers at a range of competitive levels are equally as vital to the companies concerned when in pursuit of sales. As I said, this ties in with point 2 as someone of a more average racing ability is still a great asset to a racing team as they can demonstrate the effectiveness of their equipment in terms of improving their performance and there is no greater promotion than that!
So how do you go about getting sponsored?
My first and most vital piece of advice is to not be in a hurry to get sponsored. At the end of the day, it is not the be all and end all of RC racing. As said throughout, being sponsored is a huge responsibility, there are lots of things expected of you and getting a lot of good results won’t necessarily open the door for you.
ENJOY YOUR RACING and don’t be in a rush to make a sponsor commitment too soon, as I said previously, the discounts are nice and the “prestige” but in addition the pressure increases, you have to do a good job of being a sponsoree to maintain or enhance your deal.
Build up your racing experience, your knowledge of equipment, be sociable at events and helpful to others and then, when you feel as though you could be a useful asset to a team, begin your approach...
1. I’m ready... how do I know who I should approach?
My advice is to approach a model shop first. Perhaps one you have a lot of experience with or one that is local to you. The reason for this is that sponsorship from a shop is far more flexible than if you target a distributor or manufacturer who will require you to use their specific products.
With a shop, they will likely give you a small discount from their range of stock. BUT the other reason why a shop is a good port of call, is because they will offer just a small sponsor package, not put a lot of pressure on you, just to be a good rep of the shop and its service.
REMEMBER the shop owner is running his/her business, they will not have a high sponsorship budget like a distributor/manufacturer will, so you should be immensely grateful for any deal they can offer you no matter how small it is likely to be.
In addition, if you later decide to move on to targeting a distributor, it is a great idea to be associated with a shop as the distributor in the early stages of your relationship will like to deliver to you via a reputable outlet rather than direct.
2. How do I make contact?
My view is that keeping it formal is the best approach. Often the use of a letter or email is more effective than a phone call or face to face chat. It is also far more respectful and compassionate to the person you are in contact with, rather than putting them in an uncomfortable position on the phone by making such a request.
So, create yourself a racing CV. Sell yourself, make yourself appear a worthy sponsor candidate. You should follow a similar structure to this:
Name
Contact details
A little racing history
Most recent/proud achievements in RC
The equipment you currently use
Your local club/region
Your racing agenda for the following season
Why you think you should be considered
Be gracious, polite and whatever you do, DO NOT MAKE DEMANDS! Remember, you are promoting them, they are not promoting you, you are in no position to demand a discount rate or to make any offers, it is entirely up to the sponsor to decide what they wish to offer you... if anything at all.
3. Ok, I’ve had a reply, what do I do?
If you are told that at this time you are not offered anything, than accept it, don’t let it get you down, it’s no big deal as I said before, continue to love racing, gaining more knowledge and experience and try again the following season or target someone different.
If you are presented with an offer, don’t be in a rush to accept. Think about it, think about how this will enhance your racing life, look at the offer carefully and think about some of the things you’ve been told in this blog, if you are happy and ready to become a sponsored driver, go ahead and good luck, show your gratitude and commit.
I’m a team driver, what now?
Congrats! Put those decals in strategic positions on your new shell, wear your new sponsor T-shirt with pride and remember what you now signify.
Once you are associated with a team, by wearing their clothes or displaying their logo, you are now a representative of them, and your conduct will now reflect the team you belong to. Here are some tips on how to be a good team driver:
1. Be sociable at all times... including on the forums!
Now that you’re sponsored, and you have the logo on your person at race meetings, or the brand name in your signature on oOple, everyone sees you as an ambassador of the company.
The internet has now meant that this position is even more focal than ever, so do online as you do trackside, be helpful, answer questions BUT ONLY WHEN YOU ARE CERTAIN OF THE CORRECT ANSWER, try and stay out of spats that are taking place and most of all, promote the brand that you represent at all times.
2. Keep your feet on the ground
Be proud to be a sponsoree, but don’t shove it in people’s faces. It all comes back to that statement “you are promoting them, they are not promoting you” repeat it! And again!
Sponsorship is not a badge of honour that automatically elevates your status over privateers, you are not necessarily a better driver or person than them, remember that.
3. Remember to treat everyone with respect
Any potential customer of the brand may look to you for advice or a chat, be nice to them, after all they could be, or soon could be making it possible for you to get the discount you get by purchasing products at full price from your sponsor.
4. Don’t be surprised if you become a target
Especially at club level, everyone will likely be out to beat you now that you’re sponsored, lots of people want it, so enjoy the competition and keep your head even if things don’t go to plan!
I hope that this has given you some useful information regarding the myths of sponsorship and how you can go about gaining it. Remember, do not rush to get into that position, I am sure there are many factory guys who some days wish they were in the flexible and happy position of a privateer who can enjoy their racing fully without the added pressure or scrutiny they get from competitors or “employers”.
Continue to enjoy your racing, and even if you’re paying fully for all of your gear, don’t forget to take full advantages of the added value... FUN!
‘til the start tone sounds,
RCVoice
Signing your name on a contract, strategically placing your sponsors logos/decals onto your cars, receiving heavily discounted or even free products... ah, the joys of being a sponsored driver. Sounds great doesn’t it?
Sponsorship is a privilege, it’s something to be proud of if you get the honour bestowed upon you, but to define the role in the way I have previously is rather inaccurate, it carries with it great responsibility and becomes a more complex role the higher up the sponsor ladder you become.
In this week’s blog, I’d like to cover the topic of sponsorship in 3 stages. Firstly, I would like to cover some of the myths attached to sponsorship in RC racing or some of the common misconceptions that those hoping to be sponsored, and those that are already, have about it.
Then I will offer you some tips from my own experience on how to display yourself as a potential sponsors target or how to go about selecting a company to approach and how to do it, before finally giving you some information regarding how to become a model sponsoree.
The common misconceptions
1. “If I make the A final I deserve to be sponsored”
This is a pretty poor attitude to have about sponsorship, as I stated previously, getting sponsored is a privilege and certainly not a right, it should not be demanded or expected.
Simply having the results helps you construct an effective racing CV (as will be touched upon in a later section), but it doesn’t automatically make you a good sponsor candidate, there are certain other qualities that sponsors look for in their drivers, and that’s why the following is also a myth...
2. “Sponsorship is just for the most successful drivers”
Now, to be fully sponsored by a huge RC brand will often demand a certain level of talent with the tranny, but there are a range of sponsorship levels and without exception, the main objective for any RC company when sponsoring a driver is to promote their products and make them desirable to customers.
Of course, if their product is seen out on track tearing up lap records and sitting on pole or in the winner’s circle, then their promotional objectives are met most efficiently.
But it is often the case that, particularly fellow racers at said event where the product has performed well, will want to take a closer look at the particular product, gain some more information on it and have an understanding of where they can go for advice if they decide to make a purchase.
It is at this time, when a fellow competitor or beginner may approach the said successful racer and ask to have a look at the products they use. Now this driver may be a star on the sticks, but if their people skills are abysmal, and they have no time for people who wish to approach them, or doesn’t have suitable knowledge to tell those who approach him/her about what technological advantages or special features of the gear they use and are sponsored for, they are failing as a successful promotional tool and acting as an inefficient sponsored driver despite their on track performance.
As stated in the title of this piece, there is a greater responsibility of being a sponsored driver and it doesn’t begin and end on the driver’s rostrum. As a sponsored driver, you are a company representative and you don’t necessarily have to be a champion or regular race winner to be one of these.
Of course the total package is someone that has all of these features: successful, experienced, sound technical knowledge and a pleasant person but I would bet that when a company are looking to broaden their team size, the latter features are given greater priority then race results.
If you conduct yourself well at meetings, have a decent knowledge of RC equipment, are always willing to help others and give or direct them to effective advice then you are still an effective sponsor candidate, whether you’re a regular in the A main or not.
3. “It’s all about who you know...”
Ah that bitterest of statements. Yes ok, there are the odd exceptions around to the sponsored driver format as detailed in the previous point.
In some cases, it may just be that this person invests a lot of money into their racing, have a lot of experience, or their cars are neatly presented but the person might still be a bit of a a*se.
But I often think it is wrong to simply say that getting sponsored is all about who you know and not what you know, if the sponsored company rep knows you or one of their other sponsored drivers knows you, then they also know your faults.
If they still choose to sponsor you, you must be doing something right, afterall, this is an industry and sponsored drivers play a key role in it, we’re not talking some exclusive golf club.
4. “Being sponsored just means you get cheaper stuff”
As said, there are a range of sponsorship structures, from a full factory driver at one extreme, to the young kid who gets 10% knocked off at his local model shop. But as stated previously, sponsorship is more than a financial relationship. You adopt a role as a company representative; you are promoting your supporters as payback to the trust and respect they have shown to you.
It’s about keeping your head when things are going badly, helping your fellow competitors and potential customers. Sponsorship is very much a two way street, and the key thing to always remember is that you are promoting your sponsor, and they are not promoting you, so you must do what is expected of you at all times.
5. “I’ll never get sponsored because I don’t attend the nationals”
This is probably the most common myth associated with sponsorship and it ties in well with point 2 in this section. What you should ask yourself is, who make up the customer base that is the primary target for large racing companies to sell their goods to? The answer is often the club racer.
Club racers form a large percentage of sales of RC equipment, clubs are not often laden with fully sponsored racers granted, but if you can get a sponsored racer at club level it can be a real asset to a company.
Think of it like this. Driver X is a fully sponsored driver for a company, for the sake of the example let’s say Losi. On a Sunday, he goes out and wins a national, brilliant. Who knows he won the national? All those in attendance at the national event, or those that keep up to date with results online.
Are sales enhanced at club level? It is unlikely, particularly in the short term, many club racers may not know of driver X or of the nat series, those that do know of driver X may feel that just because someone of his talent wins with it doesn’t make the car good.
Driver Y used to race for Schumacher and had used to come in the top 5 at the local club on a Thursday night until one week he turns up with a Losi and wipes the floor with everyone. What happens over the next few weeks? It is more likely that more and more people will start turning up with Losi’s at the local club because racer Y has demonstrated the effectiveness of the vehicle first hand.
Hopefully this example has demonstrated that sponsored drivers at a range of competitive levels are equally as vital to the companies concerned when in pursuit of sales. As I said, this ties in with point 2 as someone of a more average racing ability is still a great asset to a racing team as they can demonstrate the effectiveness of their equipment in terms of improving their performance and there is no greater promotion than that!
So how do you go about getting sponsored?
My first and most vital piece of advice is to not be in a hurry to get sponsored. At the end of the day, it is not the be all and end all of RC racing. As said throughout, being sponsored is a huge responsibility, there are lots of things expected of you and getting a lot of good results won’t necessarily open the door for you.
ENJOY YOUR RACING and don’t be in a rush to make a sponsor commitment too soon, as I said previously, the discounts are nice and the “prestige” but in addition the pressure increases, you have to do a good job of being a sponsoree to maintain or enhance your deal.
Build up your racing experience, your knowledge of equipment, be sociable at events and helpful to others and then, when you feel as though you could be a useful asset to a team, begin your approach...
1. I’m ready... how do I know who I should approach?
My advice is to approach a model shop first. Perhaps one you have a lot of experience with or one that is local to you. The reason for this is that sponsorship from a shop is far more flexible than if you target a distributor or manufacturer who will require you to use their specific products.
With a shop, they will likely give you a small discount from their range of stock. BUT the other reason why a shop is a good port of call, is because they will offer just a small sponsor package, not put a lot of pressure on you, just to be a good rep of the shop and its service.
REMEMBER the shop owner is running his/her business, they will not have a high sponsorship budget like a distributor/manufacturer will, so you should be immensely grateful for any deal they can offer you no matter how small it is likely to be.
In addition, if you later decide to move on to targeting a distributor, it is a great idea to be associated with a shop as the distributor in the early stages of your relationship will like to deliver to you via a reputable outlet rather than direct.
2. How do I make contact?
My view is that keeping it formal is the best approach. Often the use of a letter or email is more effective than a phone call or face to face chat. It is also far more respectful and compassionate to the person you are in contact with, rather than putting them in an uncomfortable position on the phone by making such a request.
So, create yourself a racing CV. Sell yourself, make yourself appear a worthy sponsor candidate. You should follow a similar structure to this:
Name
Contact details
A little racing history
Most recent/proud achievements in RC
The equipment you currently use
Your local club/region
Your racing agenda for the following season
Why you think you should be considered
Be gracious, polite and whatever you do, DO NOT MAKE DEMANDS! Remember, you are promoting them, they are not promoting you, you are in no position to demand a discount rate or to make any offers, it is entirely up to the sponsor to decide what they wish to offer you... if anything at all.
3. Ok, I’ve had a reply, what do I do?
If you are told that at this time you are not offered anything, than accept it, don’t let it get you down, it’s no big deal as I said before, continue to love racing, gaining more knowledge and experience and try again the following season or target someone different.
If you are presented with an offer, don’t be in a rush to accept. Think about it, think about how this will enhance your racing life, look at the offer carefully and think about some of the things you’ve been told in this blog, if you are happy and ready to become a sponsored driver, go ahead and good luck, show your gratitude and commit.
I’m a team driver, what now?
Congrats! Put those decals in strategic positions on your new shell, wear your new sponsor T-shirt with pride and remember what you now signify.
Once you are associated with a team, by wearing their clothes or displaying their logo, you are now a representative of them, and your conduct will now reflect the team you belong to. Here are some tips on how to be a good team driver:
1. Be sociable at all times... including on the forums!
Now that you’re sponsored, and you have the logo on your person at race meetings, or the brand name in your signature on oOple, everyone sees you as an ambassador of the company.
The internet has now meant that this position is even more focal than ever, so do online as you do trackside, be helpful, answer questions BUT ONLY WHEN YOU ARE CERTAIN OF THE CORRECT ANSWER, try and stay out of spats that are taking place and most of all, promote the brand that you represent at all times.
2. Keep your feet on the ground
Be proud to be a sponsoree, but don’t shove it in people’s faces. It all comes back to that statement “you are promoting them, they are not promoting you” repeat it! And again!
Sponsorship is not a badge of honour that automatically elevates your status over privateers, you are not necessarily a better driver or person than them, remember that.
3. Remember to treat everyone with respect
Any potential customer of the brand may look to you for advice or a chat, be nice to them, after all they could be, or soon could be making it possible for you to get the discount you get by purchasing products at full price from your sponsor.
4. Don’t be surprised if you become a target
Especially at club level, everyone will likely be out to beat you now that you’re sponsored, lots of people want it, so enjoy the competition and keep your head even if things don’t go to plan!
I hope that this has given you some useful information regarding the myths of sponsorship and how you can go about gaining it. Remember, do not rush to get into that position, I am sure there are many factory guys who some days wish they were in the flexible and happy position of a privateer who can enjoy their racing fully without the added pressure or scrutiny they get from competitors or “employers”.
Continue to enjoy your racing, and even if you’re paying fully for all of your gear, don’t forget to take full advantages of the added value... FUN!
‘til the start tone sounds,
RCVoice
Total Comments 1
Comments
-
Completely accurate, great article.Posted 06-06-2008 at 02:58 AM by Andy Moore 
