Gaining Sponsorship in Motorsport: A Practical Guide for Racers
One thing that separates motorsport from most other sports is the essential need for funding. It’s often called a rich person’s sport — and for good reason. Whether you’re a self-funded gentleman driver chasing that podium thrill at Donington, or a young prodigy with parents doing the rounds for financial backing, money is the ticket to race.
That’s where motorsport sponsorship comes in. But in today’s racing world, it’s not just about slapping a logo on the side of your car and pocketing a cheque. Brands are smarter, and expectations are higher. They want strategic partners — people who represent their values, grow their exposure, and ultimately drive results.
Motorsport teams and drivers now need to behave more like businesses, offering sponsors clear ROI, strong personal branding, and genuine value.
Why Social Media Matters in Motorsport Sponsorship
Social media has transformed how drivers build their profile and connect with potential sponsors. It’s no longer a bonus — it’s a necessity.
Build a targeted following with interests aligned to motorsport and lifestyle brands
Engage regularly with followers — replies, comments, and updates matter
Tailor your content around what sponsors want to see: reach, brand visibility, and engagement
💡 Pro tip: A single highly engaged fanbase is more valuable than thousands of silent followers. Be visible. Be active.
What To Do When You’ve Built a Social Following
Got 10k Facebook fans? Good. Now what?
Identify brands that match your tone and target audience
Create a shortlist of sponsors who benefit from exposure to your followers
Avoid chasing irrelevant sponsors — knitting needles and petrolheads rarely mix
Present your audience as a perfect match for the brand’s goals
Your goal isn’t just cash. It’s building mutually beneficial sponsorships that last.
What to Include in a Racing Sponsorship Proposal
A proposal is often your one shot — make it count. Here's what yours needs:
A clean, professional design (ditch the Word doc, go PDF or printed brochure)
Key performance stats: social reach, audience demographics, average engagement
Exposure benefits: race attendance, live stream coverage, TV appearances
Personal edge: business connections, community influence, public speaking, networking
💬 “Show them what you can do for them, not just what they can do for you.”
How Gala Performance Views Sponsorship
We’ve worked with many drivers and teams. Some deals worked. Some didn’t. The best partnerships were the ones that started small and built organically.
We aren’t accepting new sponsorship proposals right now, but if you follow the advice above and put in the graft, you won’t be far from getting the yes you need.
For more guidance, advice, or help building your motorsport setup, check out our blog or call us on 01709 803457.
FAQs: Sponsorship in Motorsport
How do I get sponsorship as a beginner in motorsport?
Start by building a professional image — online and offline. Attend events, grow your social media presence, and prepare a tailored sponsorship proposal. Sponsors back people who are visible, engaged, and can deliver value.
Do I need a large social media following to get a sponsor?
Not always, but it helps. Quality matters more than quantity. A smaller but engaged audience that aligns with the sponsor’s target market can be more valuable than thousands of passive followers.
What should I include in a racing sponsorship proposal?
Include your racing background, social stats, championship exposure, and — most importantly — what the sponsor gains from the deal. Design matters, so invest in a clean PDF or printed pack.
What types of companies sponsor drivers?
Brands of all sizes sponsor motorsport — from local businesses to global names. Focus on those with a reason to be in the paddock: automotive, tools, tech, drinks, or B2B services.
How much can I expect from a motorsport sponsorship deal?
It depends on your reach, results, and the level of exposure you offer. Deals range from product-only support to multi-thousand-pound contracts. Start small and grow with your partners.
