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This article looks at what businesses expect from racing drivers in order to get measurable results. I spoke with automotive marketing expert Vikki Little of Feisty Consultancy about what businesses are looking for in an approach from racing drivers.
I get messages almost daily with people lamenting about how they’ve tried searching for sponsorship but it’s just not working. Most drivers are willing to admit that they’re doing something wrong but a handful thinks everyone is to blame but them. Let me tell you this. It is you and you are doing something wrong. But that’s OK because you’re here and we’re going to fix it.
I’ve heard a lot of businesses say they’ve sponsored racing drivers (or teams, or race series) and not really got anything back from it. That’s not right. Business owners, this is what you should expect from working with a racing driver.