From: Paul McMenamin .....--... SMH Story On Sponsorship & V8 Supercar Drivers
on 31/08/2010 at 05:12 PM
One of the problems I have in sponsoring riders is to get them to do promotional work.
The standard excuse is I don’t want to publish my results until I have acheived something. I can’t get them to pose for set photos that I can give to my sponsors.
Prior to my big sleep I was trading under Eaglerock Sports Marketing. The name was coined to remind me of what I do. Sports Marketing (I know. I don’t race just ride around at the back) is advertising brands and products for sponsors.
I don’t beg for money because racing is expensive and I need help to continue.
When I look for sponsorship I explain how I will increase a companies turnover by my activities. It may be why I have been sponsored by the same bike shop for 14 years.
Riders approach the shop principal and say “why are you sponsoring that old fart. I’m faster than he is”. To which the question is posed “Okay if I sponsor you what will you do for me”. Unless they can show how they will increase the bike shops turn-over by more than $250,000, my sponsorship is safe.
A new bike under race plan each year. I have scaled back to CB400F’s while I teach myself to ride again. I am currently leading the B Grade in the limited class in South Australia (Limited is anything which doesn’t belong in the established classes).
So the riders need an attitude adjustment to promotional work. It good to see the Juniors are being taught this at elite rider training courses. Lets hope the next generation realises their role is Sports Marketing not just riding bikes.
The views and opinions expressed in these pages are strictly those of the authors and cannot be taken to represent the views and opinions of Formula Xtreme Promotions Pty Ltd or the Australasian Superbike Company Pty Ltd (Ausco).