8 questions you should ask before hiring a coach

Maybe you're a racing driver looking to take that step up, improve your race craft or get more confident in front of the media. Or perhaps you're looking for a career change to get into the exciting world of motorsport. Or, maybe, you already run a...

Find sponsorship at a car show

Autosport and other car shows can be very valuable for racing drivers looking to pick up some support for the season ahead. You need to keep in mind that these businesses are probably being approached by drivers all weekend long so you need something that will help you to stand out.

Become more than just a ROI calculation

Automotive chemical company LIQUI MOLY recently announced its increased investment in the UK and this was a great chance for me to catch up with the brand to talk about its sponsorship of touring car teams, MotoGP drivers and winter sports events.

Coffee: Your secret sponsorship weapon

I shared something from Ramit Sethi of IWT on the Racing Mentor Facebook community page. It gave an example of an email Ramit opened in 30 seconds and shows that coffee is key but not the clincher.

Racing Mentor partners with Team Holmes Motorsport

Results from the Sponsorship Bootcamp and how it has brought Racing Mentor and Team Holmes Motorsport together.

Should you ask for product sponsorship instead of cash?

There are plenty of benefits to getting product sponsorships, especially if it’s early on in your career. Before I touch on how to approach a company for this kind of partnership, here’s some reasoning behind the benefits with some experiences of my own.

Tell me what you find challenging about sponsorship

If you’re a racing driver and you have thought about seeking sponsorship or are actively trying, I need you.

Five reasons why racing drivers need PR

PR helps you to establish a rapport between your brand and the public. For large businesses, this can be as complex as community relations, crisis management and media events but, for the most part, it’s much more simple for a racing driver or team.

“Why should businesses give a driver money just to go racing?”

Car Keys understands that when sponsoring a driver or team, there needs to be a benefit.

Don’t make these mistakes when contacting sponsors

We’ve all been there, sending amazing sponsorship pitches but hearing absolutely nothing. It’s disheartening but there is a way to combat this and it’s about more than the volume of emails you send out.

Joining Team Holmes Motorsport at Silverstone

I’ve been following Nick Holmes for a while now, keeping a close eye on his progress with the Vauxhall Vectra he’s been building from he ground up for the past five years. At Silverstone, the dream came reality as he got out on track in the car for the...

How to sell yourself in motorsport

Whether you’re a racing driver, are looking for your big break in the industry, or are moving up the motorsport career ladder, it’s important that you learn how to sell yourself. Being modest is all well and good but it’s not going to land you a sponsor or...

Why the grid girl debate is far more complex than we think

I find this argument about grid girls very tricky and I don’t think it’s as simple as yes we should have them or no we shouldn’t. I recently spoke about it on BBC radio and I think the host wanted me to take a stance one way or the other but I couldn't....

Looking back on 2017

This year was my first full year running Racing Mentor and it’s been an absolute blast. Coaching drivers, creating courses and writing articles about motorsport sponsorship, careers, PR and journalism fits so wonderfully into my jet-setting lifestyle that I couldn’t have hoped for more from the business.