Learn how to make your racing program financially viable by managing costs, planning your budget and maximizing your motorsport investment in this week’s Business of Being a Race Driver. I also have more sponsorship tips and why you need to be always asking questions!
Overview
The Business of Racing
What Permatex Looks for When Sponsoring
Eric Seibold, Senior Product & Innovation Manager at ITW explains why Permatex sponsors race teams and what Permatex looks for.
Sponsors Invest in People
Think sponsors are only interested in the fastest drivers and biggest results? Think again. Businesses aren’t just deciding what to sponsor. They’re deciding who they want representing their brand.
So what makes one athlete attractive to a sponsor while another gets overlooked even when their race results are similar? Listen to this episode of the Motorsport Sponsorship Podcast to find out what sponsors may be looking for beyond the timing sheet.
An Audience in Every Lane (ft. Haily Unferdorfer)
Amanda and Megan of the Racer On Demand podcast sit down with Haily Unferdorfer from Racer (Senior Marketing Manager for Racer) to pull back the curtain on how major media outlets, race series, and grassroots teams build high-value partnerships.
The trio explores how GridLife is revolutionizing fan acquisition by combining music festivals with motorsports, the step-by-step formula for creating year-end Proof of Performance (POP) reports that keep sponsors renewing, and how unique pit activations—like Amanda’s 6th Annual Crandon Chili Cook-Off—turn casual networking into lasting B2B relationships.
Whether you are trying to reach new fans or prove return on investment to corporate partners, this episode is your blueprint for authentic growth.
Want to Make a Living Behind the Wheel?
Want to make a living behind the wheel? Here is how professional racing drivers actually fund their careers according to Motorsport Media.
5 Money Moves To Go Racing
Going racing requires more than finding a seat—it requires a financial plan. Winfield Racing School’s Five Money Moves to Go Racing offers practical advice for drivers looking to make a racing program financially viable, from understanding the true cost of a season and reducing expenses through in-kind partnerships to approaching local businesses and building a network of potential sponsors. Just as importantly, the piece emphasizes presenting racing as a business opportunity for partners rather than simply asking for financial support. For aspiring and independent race drivers, it’s a useful reminder that funding a season is itself a skill that needs to be developed.
Vaughn Gittin on How to Get Sponsored and Keep Sponsors
At the 2023 Motorsports Sponsorship Summit, filmed live from Mechanix Wear on January 7, 2023, Vaughn Gittin gave advice about getting sponsored and activating for sponsors at events. Vaughn explains that authenticity and credibility are key because audiences today are extremely smart. As Vaughn says, you can’t fake it until you make it anymore.
Who Should Speak on Behalf of a Team?
Motorsport teams spend enormous amounts of time preparing for what happens on track, but media performance under pressure deserves the same attention. Alexandra Schieren explains how official spokespeople can prepare for difficult or aggressive questions without relying on scripted answers, using techniques such as “bridging” to acknowledge a question before returning to the team’s key message. The goal is not to make spokespeople sound rehearsed, but to give them the confidence and structure to respond effectively when the questions are unexpected. For teams, drivers and brands, it’s an important part of protecting reputation—and a reminder that media readiness is a skill that can be trained.
The Standings Don’t Tell the Whole Story: Who Is Doing More With Less in F2 and F3?
A driver’s position in the championship standings can tell you who scored the most points, but it doesn’t necessarily tell you who is developing the most. “The Standings Don’t Tell the Whole Story” from the Youth & Motorsports STEM Foundation makes the case for looking beyond results when evaluating young drivers, taking into account factors such as progression, consistency, racecraft, adaptability and the quality of opportunities available to them. For driver development, that broader perspective is important: a championship position is an outcome, while the underlying skills and trajectory can reveal much more about a driver’s potential.
General Motorsport Marketing Advice & Resources
Navigating Your Sponsorship Renewal
A sponsorship renewal should be treated as more than an opportunity to simply extend an existing deal. Drive Sports Marketing argues that the renewal process should begin well before a sponsor receives a new proposal, with brands assessing performance, reviewing what has and hasn’t delivered value, and using that information to shape the next agreement. The process can also be an opportunity to renegotiate rights, improve activation and ensure the partnership remains aligned with wider business objectives. For drivers and teams, the lesson is equally important: demonstrating value throughout the season can put you in a much stronger position when it is time to discuss the next deal.
The Costs of Racing
Why Independent Race Drivers Need to Ask Questions
Independent race drivers are the backbone of global sports car racing. Traditionally known as “gentleman drivers,” they combine passion, commitment and their own resources to compete on race tracks around the world. Last week on the Motorsport Prospects Podcast, I kicked off a series of interviews with independent race drivers who share what it takes to go racing. If you dream of becoming a race driver or racing as a hobby, their advice and experience can help you understand what it really takes to make it happen.
Last week I was joined by British independent race driver Ed McDermott, who shares practical advice for anyone pursuing racing as a hobby. His most important message? Ask questions. Whether you’re new to motorsport or looking to get more from your racing, learning from the people around you can make a real difference.
You can listen to our conversation here.
Author: Mark Boudreau
Mark is the publisher of Motorsport Prospects and the host of the Motorsport Prospects Podcast. As a lawyer, he applies his legal background and research skills to assist race drivers by showcasing the resources they need to make their motorsport careers happen.
