Sponsors are a key part of racing at every level. This guide covers what a karting sponsorship is, who to approach, how to write a sponsorship letter, and how to keep your sponsors happy. It's not everything, but it's a clear roadmap to your first sponsor.
What is a karting sponsorship?
A business, local or global, gives you support in return for showing their brand on your kart, race suit or trailer. Sponsorship isn't only money. It can be parts, equipment, services or other arrangements. Sponsors may also feature you on their website, social media and publications.
You can race without sponsors, but top racers often do well because sponsor support lets them run the best parts and equipment. If you want a racing career, or to take karting further, you'll need to learn to find and keep sponsors.
Who to approach
Big national sponsors are tempting, but the competition is fierce. Start with local businesses, small and medium-sized companies who are likely to back local talent and reach a local market. Aim for a mix of motorsport and non-motorsport sponsors.
- Local businesses first, then expand
- Motorsport businesses: car shops, mechanics and parts makers
- Karting tracks and event organisers
- Local shops and services
- Kart and parts manufacturers
- Garages and car dealerships
Writing a sponsorship letter
Approaching sponsors is a sales pitch. Show what's in it for them. Introduce yourself, your achievements and your racing history, and present yourself as a great ambassador for their brand. Keep it short, like a CV. Be professional, humble and clear, never arrogant or long-winded. Keep asking yourself: "Why me?"
Include:
- Personal details
- What the sponsor will gain
- Achievements
- Future goals
- Your social media following
- Any media coverage
- Photos of your racing
Example sponsorship letter
Address it to a named person, ideally someone you have a connection with.
Dear [Recipient's name],
Thank you for our recent conversation and for your time. I'm excited to explore a sponsorship partnership, built on my passion for karting, which began when I was 12.
Over the years I've developed my skills and gained a lot of racing experience. I'd love to show your brand on my equipment, kart and clothing, where it will be seen during race highlights, on the podium, in interviews and publications, and across my social media.
By aligning your brand with my journey, we can build brand awareness together. I'd be delighted to discuss a partnership that works for us both.
My details and achievements are below, and I've attached some photos.
Profile
Age: 14
Experience: 2 years
Class: Junior Rotax
Location: Your town, UK
Achievements
2022: Junior class, 1st place
2022: Summer Cup, 2nd place
2023: Motorsport UK event, 1st place
Thank you for your time. I'm happy to answer any questions, and I look forward to speaking again.
Kind regards,
[Your name]
Keeping your sponsors
Finding a sponsor is only the first step. Build a strong relationship with regular updates, clear expectations and shared goals. Regular catch-ups give you both a chance to share feedback and ideas.
Sponsorships work best when you meet and exceed expectations. As you improve, exposure grows for you and your sponsor, which can lead to bigger deals and the events you dream of. Good luck!
Need a hand getting noticed?
We built Banana Sponsorship so young drivers can create a professional profile to show potential sponsors, affordably.