Use the Brakes When Getting Sponsors

Slowing down to go faster. That’s a term that is thrown around the racing community as a way to be smooth, which ultimately allows you go faster without being as reckless. While it can help on the track, it can also help when you are trying to get sponsors for your race team.

Think about the world we live in. It is a digital world that thrives on instant communication through emails, text messages, social media, and so much more. While it makes our everyday lives more convenient, it may not help when you’re looking to attract a CEO or marketing manager of a company to sponsor your race car. Why? Let’s look at what goes on in their daily activities.


Because of technology, managers are bombarded constantly with emails and text messages from their employees, customers, prospects, and of course, other companies looking to work with them. Free time is limited, and many times they will gloss over new emails and discard them. With all of that “noise” going on, if your only strategy of getting new sponsors is to send emails, you will have a very difficult time. Everyone is competing for their time, so why would anyone pay attention to you?

This is where sometimes it’s all about slowing down to go faster. Think about the last time you got a handwritten note in the mail. You can probably count on your fingers the number of times it has happened in the last year. So, think about it. If you rarely get a handwritten message from someone, anytime one does arrive in the mail, you probably aren’t going to forget it. Imagine a CEO getting hundreds of emails…but there is that one letter, that one handwritten card that ends up on their desk. It has been shown that a handwritten note has close to a 98% open rate, compared to 15-20% for emails. Your odds of having your message read have skyrocketed by sending a card.


Now, like anything in business especially when it comes to getting sponsors, sending a card is not a “magical solution” that guarantees getting a sponsor immediately. Sending a card, like an email, is just one step in the process of building a relationship. Your goal, however, is to be remembered and to stand out from others.


So, if you’re looking for sponsors in 2022 and beyond, maybe it’s time to pick up a pen and be different. Stand out from the crowd and leave a lasting impression.