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.
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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.
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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.
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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.
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“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.
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The ultimate guide to becoming a racing driver

I wrote a piece for Drivetribe all about becoming a racing driver. It talks about costs, the different license types and sponsorship.
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Why you need to stop begging for sponsorship on social media

Stop begging for sponsorship, it doesn't work. Here are some ways to improve your social posts and attract new sponsors.
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Join the Sponsorship Bootcamp for FREE

The Sponsorship Bootcamp is the product of many hours of work that bring all my knowledge of this industry right to your inbox. It's four lessons that take you through defining your offering to pitching to a brand.
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Racing Mentor partners with Team Holmes Motorsport

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

Lessons from an Italian car launch

Despite having been on many press trips, there’s still the odd one that makes me pinch myself. My recent trip to Italy was exactly that when Abarth flew me out to Italy for the launch of the new 695 Rivale, a car launched in collaboration with Riva Yachts.

How to maximise your track-side media presence

What’s your story? What’s your personality like? What’re your goals and ambitions? Fans want to connect with you, and if you give them a reason to follow you through countless race weekends, that’s a powerful tool, especially as it puts you in a more marketable position for sponsors.

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.