A Guide to Getting Motorsport Sponsorship
Motorsport is an electrifying world — part technical mastery, part raw nerve — but chasing success behind the wheel doesn’t come cheap. Whether you're climbing the karting ranks or racing endurance prototypes, funding your racing ambitions is one of the toughest obstacles you'll face.
Unlike football or other mainstream sports where raw talent can attract instant backing, motorsport demands both skill and serious money. That’s where sponsorship steps in — not just as a financial lifeline, but as a vital part of the motorsport ecosystem.
Sponsorship helps drivers:
Fund race entry and travel
Maintain and upgrade vehicles
Invest in coaching and development
Build their public profile and media reach
This guide expands on the strategies and mindset required to secure motorsport sponsorship — whether you're a privateer, club racer or emerging pro.
Because sponsorship isn’t just about sticking a logo on your bonnet. It’s about building a partnership that delivers value for everyone involved.
Understanding the Importance of Sponsorship in Motorsport
Before we get into the how, it’s important to understand the why. Motorsport is one of the most expensive sports on the planet. From the cost of a competitive vehicle to consumables like tyres and fuel — not to mention tools, transport, paddock shelters, and hospitality — the expenses add up fast.
Unlike mainstream sports where the barrier to entry might be a pair of boots or a racket, motor racing often demands a significant upfront investment before you can even get on the grid. This applies whether you’re a kid racing karts at your local track or a seasoned pro racing in front of TV cameras.
In simple terms:
If you don’t have the funds, you don’t race.
According to Driver61, a competitive UK club racing season can cost upwards of £75,000 — that includes kit, vehicle maintenance, travel, and race fees. Climbing to BTCC level? You're looking at £250,000+ to run a season with an independent team. The harsh truth? Very few drivers are paid to race.
That’s why motorsport sponsorship is essential. It provides the financial lifeline needed to:
Compete consistently across a season
Maintain and upgrade your equipment
Access coaching and technical support
Promote yourself professionally off-track
And if you’re serious about making it — whether in drifting, karting, circuit racing or bikes — you’ll need to get good at securing sponsorship.
Why You Should Listen to Me
I’m not just writing this as a marketer — I’ve walked the walk.
I was the Business Development and Marketing Manager at Gala Performance for years before moving up to our parent company Gala Tent, and eventually heading up our marketing division GEM. During that time, I led sponsorship deals with the Toyota MR2 Championship and the British Drift Championship, and worked with a wide range of talented drivers including:
Tom Ingram
Christian England
Ian “Bizz” Phillips
Max Coates
Alice Hughes
Nick Holmes
What do they all have in common?
They understood the value of sponsorship — and they did the work I’m about to recommend you do.
Build a Personal Brand
You’ve probably heard the term personal brand thrown around — but in motorsport, it’s not just marketing fluff. Your personal brand is how the world sees you, and more importantly, how potential sponsors see you. It’s your identity, reputation, and marketability wrapped into one.
If you want sponsors to invest in you, they need to see value in associating with you — not just as a driver, but as a figure who can represent their brand well both on and off the track.
What Building a Personal Brand Really Means
It’s about developing visibility, credibility, and consistency in everything you do. That means:
Establishing a strong online presence through social media, a personal website, or even a YouTube channel
Showing up at events — networking, shaking hands, and making genuine connections in the paddock
Presenting yourself professionally, from your race suit and helmet design to how you speak in interviews or engage with fans
Sponsors Want to See Value — So Give Them Something to Buy Into
Think like a content creator as much as a driver. Sponsors want more than results — they want reach, engagement, and personality.
Top Tip: Use social media to engage, not just broadcast.
Don’t just post about your results and hope people notice — interact.
Like and comment on other drivers’ posts
Ask questions, join conversations, and build relationships
When people comment on your posts, reply to them — make them feel seen and valued
The more people engage with you, the more visibility you generate — and the more attractive you become to potential sponsors.
Identifying Potential Sponsors and Building Relationships
As you develop your personal brand, your next move is to identify potential sponsors — and start building real relationships with them. That doesn’t mean cold messaging every brand you follow on Instagram. It means doing the groundwork, understanding their business, and connecting in a way that’s strategic and respectful.
Start by building a database of target sponsors:
Who’s sponsoring drivers in your discipline or region?
What does their marketing look like?
Who are the decision makers?
Do their values align with yours?
Look for companies whose products, audience, and tone match the kind of content you’re already creating — or the kind of image you want to present. Authenticity matters. Don’t chase sponsorship from brands that you wouldn’t genuinely represent well.
Engage First — Ask Later
Once you’ve identified decision makers, connect with them — but don’t come in hot with a pitch. You're not Jason Plato (and even he probably warms them up first).
Instead:
Interact with them on LinkedIn or Instagram without asking for anything
Share or comment on their posts
Let them get familiar with who you are and what you’re about
When the time is right, they’ll already know your name. That familiarity makes your eventual proposal land far more effectively.
Relationships > Cold Pitches
Securing motorsport sponsorship is rarely about firing off a proposal and getting lucky. It's about building rapport and trust. If a sponsor knows and likes you — if they’ve seen you putting in the work — they’re more likely to back you when it counts.
Top Tip: Go Where the Sponsors Are
Attend exhibitions and events like Autosport International, where the motorsport world gathers under one roof. Brands show up in force — and so do their decision makers. These events offer a golden opportunity to introduce yourself in person and make an impression that no email can replicate.
Treat it like a job interview.
Do your homework on the companies you want to speak to. Know who they’ve worked with before. Understand their audience and tone. If you can show you've done the legwork, you'll stand out — much more than the next driver asking for a handshake and ten grand.
Providing Value to Sponsors
It’s a common phrase in the sponsorship world, but it’s spot on: a logo on a car isn’t enough. Especially if you’re racing in a series without major media coverage, you can’t expect companies to throw money at you just for slapping their name on your rear wing.
Modern sponsors want value. They want a return on investment. And if you can’t offer that, they’ll find a driver who can.
As Max Coates rightly said in his interview for GPQ, you need to flip the mindset:
“Focus on what you can do for the sponsor — not what they can do for you.”
So, What Makes You Investable?
Start thinking of yourself as a business partner, not just a driver. Ask yourself:
What makes me different from every other driver asking for funding?
What tangible value can I offer in return for their investment?
Ways You Can Provide Value:
Marketing Exposure:
Can you provide fresh content and brand visibility across your own channels and at events?Networking Opportunities:
Does your family or personal network include people or businesses the sponsor might want to connect with?Social Media Influence:
Is your following active and engaged? If so, you might not just be a racing driver — you’re a micro-influencer.VIP Experiences:
Can you invite the sponsor and their guests to races, offer paddock tours, or even branded hospitality under your awning?Content Creation:
Can you create branded videos, blogs, or behind-the-scenes stories that position the sponsor in a positive light?
The more compelling and creative your offering, the more likely a sponsor will say yes. It’s not about exposure — it’s about partnership.
Top Tip: Offer the Red Carpet Treatment
Don’t underestimate the power of VIP access. A race day experience for sponsors and their guests — complete with access to your team area, car, and time with you — can turn a “maybe” into a long-term deal. Make them feel like part of the team.
Creating a Professional Sponsorship Proposal
Once you've identified potential sponsors and nailed down your value offering, it’s time to put it all together in a professional sponsorship proposal. This document is your shop window — and how you present it speaks volumes about how seriously you treat your racing career.
A late-night DM asking for “sponsorship pls” doesn’t cut it.
During my time at Gala Performance, I lost count of how many vague, poorly thought-out messages we received from drivers asking for cash.
Want to know how many we said yes to? Zero.
If you can't show what’s in it for the sponsor, don't expect a deal. A polished, well-thought-out proposal gives you the best chance of getting taken seriously.
What Your Proposal Should Include:
Introduction to You and Your Team
A short summary of who you are, your background in motorsport, and your goals.Your Vehicle and the Race Series
Outline what you drive, where you race, and why it matters. Include race dates, locations, and championship details.What You Can Offer the Sponsor
This is your value proposition. Think visibility, content creation, VIP experiences, networking, etc.Key Stats and Proof Points
Back up your pitch with numbers:Social media following and engagement
Previous media exposure
Race results
Audience demographics
Reach from prior campaigns
What You’re Asking For
Be clear. How much do you need, and what will they get in return?Tiered Sponsorship Packages (Optional)
Offer flexibility with bronze, silver, and gold-level options — each with escalating perks and value.Testimonials and Current Sponsors
If you’ve worked with sponsors before, include quotes or case studies. Social proof builds trust.
Make It Look the Business
Even if you’re not a designer, tools like Canva make it easy to build eye-catching, brand-consistent proposals. Use high-quality photos of your car, your team, and your branding in action. Drop in infographics to make your stats pop. Keep it clean, readable, and personalise it for the brand you’re pitching.
Your proposal should reflect the same level of professionalism you bring to the paddock.
Considering Product Sponsorship
While you might need tens of thousands of pounds to fund a full motorsport season, not every sponsor needs to back you with hard cash. With a solid pitch and a professional approach, product sponsorship can be a highly effective way to offset costs and build your credibility in the paddock.
What Is Product Sponsorship?
Instead of writing a cheque, brands provide you with gear, parts, or services in exchange for exposure and representation. This could be anything from:
Racewear and helmets
Tyres and tools
Vehicle components or fluids
Data logging or onboard camera systems
If you were going to buy it anyway, getting it sponsored is a win.
Why Product Sponsorship Works for Everyone
For you:
It reduces your out-of-pocket expenses, freeing up budget for other essentials
It gives you branded partnerships to include in future proposals
It builds credibility — if big names trust you, others are more likely to follow
For the sponsor:
You become a rolling showroom — using, showcasing, and promoting their products at events and on social media
You put their gear directly in front of their target market: other racers, engineers, and motorsport fans
Brands Known to Support Drivers with Product Sponsorship
If you’re good at what you do and approach things professionally, there’s every chance you can strike deals with respected brands like:
HRX Racewear
MAC Tools
Toyo Tires
VBOX Motorsport
Adding names like these to your proposal doesn’t just help you save cash — it adds weight to your profile. Sponsors want to back winners. If you’ve already got trusted industry brands in your corner, it shows you're serious.
Patience and Persistence
And that’s my guide to securing sponsorship in motorsport. I won’t sugar-coat it — this journey isn’t easy. Getting sponsorship is tough, and it often takes time, resilience, and a thick skin.
You’ll hear no more times than you’ll hear yes. But that doesn’t mean you’re not good enough. It means you’re in the same boat as every other driver trying to make it.
Don’t Let Rejection Kill Your Momentum
Each rejection is a lesson. Use it to refine your pitch, improve your personal brand, and strengthen your value proposition. The drivers who go far are the ones who adapt, stay consistent, and stay visible.
If you keep showing up, keep engaging, and keep raising your standards — the same companies that passed on you early doors might one day be queuing up to get their logo on your car.
Be patient. Be persistent. And keep pushing.
A Final Word from Gala Performance
While Gala Performance is not currently offering financial sponsorship for the 2025 season, we may consider product sponsorship opportunities for the right teams and drivers. This could include support in the form of:
Heavy-duty race tents
Custom printed promotional gear
Event equipment used by professionals across UK motorsport
We’re looking for individuals who treat motorsport as a business — savvy self-promoters who understand how to deliver value to their sponsors, both on and off the track.
If that sounds like you, get your proposal together, make it count, and get in touch with us. You never know where the right pitch might take you.
