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International Karting Industry Buyer's Guide

Kart Expo International

SPONSOR SEARCH

WRITING YOUR PROPOSAL
By Darrell Sitarz

The following is a quick primer on how to write and what to include in a sponsorship proposal. It is by no means the only way to present your proposal, but can be used as an outline to help you keep things simple and to the point.

First impressions go a long way toward gaining sponsorship dollars. And the first thing that a potential sponsor will see from you is your SPONSORSHIP PROPOSAL so I suggest writing it in a clear, concise manner.

A BASIC OUTLINE:
Introduction
Facts about the industry/sport
Facts about your and your successes
Sponsorship Benefits
Miscellaneous Information

INTRODUCTION
A short introduction should include the purpose of the sponsorship package. This should include your team logo or kart number to give the introduction a little pizzazz. But, by all means, keep it short and to the point.

FACTS ABOUT THE SPORT
Given of the nature of this sport (and lack of universal knowledge), I suggest that you also describe the karting including facts about the karting marketplace, the facts about your race team, a complete list of events you plan to race, etc. Notice I said “facts”. Do not fabricate or stretch the truth. Be honest about everything. This should be written on a separate page.

FACTS ABOUT YOU AND YOUR SUCCESSES
List a biography of yourself including your race successes and future plans, etc. Be specific and to the point.

SPONSORSHIP BENEFITS
A sponsorship proposal should spell out exactly the benefits you are offering the sponsor, in a clear, concise manner. And be prepared to do exactly what you say, or don’t say it. Be sure list each and every type of sponsorship benefit you can think of, separately.

For example:
Sponsor logo displayed on kart
Sponsor logo displayed on trailer
Sponsor logo displayed on tow vehicle
Sponsor logo displayed (embroidered or patch) on team apparel
Sponsor logo cap worn by all team personnel at track
Sponsor logo shirt worn by all team personnel at track
Sponsor name and/or logo with link on web site
Sponsor banners displayed in pit stall
Sponsor brochures available in pit stall
Sponsor logo on any team letterhead/envelopes/business cards
And… anything else you can think of!

(Note – It is usually the sponsor’s responsibility to provide stickers, patches, signage, etc. but this should be indicated in the proposal, too.)

If you have different levels of sponsorship list each on a separate page from the smallest or least expensive to the largest. At the end of each level page, is where you indicate what you feel the level is worth in sponsorship dollars, but be reasonable in your sponsorship value. List the sponsorship benefits one, two, three starting with the least expensive.

MISCELLANEOUS INFO
Be sure to include a color photograph or color copy of your kart, you in your racing apparel, your trailer, etc.

If you are writing your proposal on a computer, I suggest you keep the file and add or subtract to it is you go along. Use a font that is easy-to-read, preferably one that is sans serif, i.e. Verdana or Arial.

IMPORTANT — Make sure your spelling and grammar is correct. Have someone else proof read the proposal before it is sent.

Package your clean, clear proposal in a binder or folder. Be sure to include your contact information including a business card, if available. I would also suggest including a short introduction or cover letter with your proposal.

The complete package should be sent via First Class mail to the correct person at the company your are soliciting. To find the name, call the company and ask who is the marketing or sponsorship manager.

Again, this is a brief “outline” describing what to include in your sponsorship proposal. Good luck in your Sponsor Search!

END

Kart Marketing Group, Inc.
Post Office Box 101
Wheaton, IL 60189 USA
Telephone: 630-653-7368
Fax: 630-653-2637
Email: karting@msn.com

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