Off-Road Racing Sponsorship 101. Part 12: Timing

Just like any relationship your timing must be right. Most potential sponsors are looking to make decisions in the last few months of the year for the upcoming year. That means if you are talking to them in July you're a bit early, and if you are talking to them in January you're too late. Make sure when you are communicating you are getting to the point. Most decision-makers do not have an abundance of time. Be persistent but not annoying. A lot of people wait to go to SEMA which is a good place to talk to a lot of automotive manufacturers and aftermarket companies but keep in mind they are there to sell not to spend marketing dollars. Most companies have already laid out their marketing plans by this point, but it’s still a good opportunity to get in front of people, but since SEMA is not happening this year it makes your digital communication even more critical. Make sure your presentations are visually powerful and to the point. You have now until the end of the year to get in front of people and considering most people check out for the holidays it's a tight window.