Damion "The Demon" Gardner...
Damion "The Demon" Gardner dominated the Bubba Army Nationals at East Bay Raceway Park in early February and thanks to where he is standing, anyone looking at this Victory Lane shot can clearly see who is supporting the car.
Work with the sponsor to create your race car and hauler graphics. It is important that your sponsor, based on what was paid, gets a location on the car that can be seen by fans in the stands, TV cameras (if you are fortunate enough to have TV coverage), and photographers. The sponsor name/logo should be readable. Take a look at the NASCAR Sprint Cup cars and the way many of the successful teams, successful with sponsorship, present their sponsor logos/names. Bold letters work. See how Budweiser does it.
Many racers come up with a variety of excuses for not having the sponsor logo/name on the hauler. Most of it is nonsense. If you price your sponsorship properly you will be able to include a great graphics package on the hauler and make the sponsor stand out. There will most likely be more exposure for the sponsor's name on the hauler while traveling to and from events than there will be for the name on the race car.
Here is a serious mistake made by many race teams. Sponsors pay for exposure, at least most of them do (there are other reasons for businesses getting involved as sponsors), so why is it that when the race team wins, often times the sponsor name can't be seen because the there are so many family members, friends, and others in Victory Lane that the race car is obscured from view?
There is no question who sponsors...
There is no question who sponsors this car. Bold letters and big logos work great to deliver a sponsor message or brand. Courtesy Of NASCAR
Victory Lane should be a great marketing opportunity for the sponsor. The driver should be visible so that the hat with the sponsor's name on it can be seen and the uniform with the sponsor's name can be seen. There will be photos taken that will appear in a variety of media, so make sure that your sponsor's logo is clearly visible when those photos are being taken.
Try this in Victory Lane. Have all the friends, family, and others stand behind the race car and only the driver in front of the car, but be careful that he or she is not blocking the sponsor logo.
Where did the driver get the hat with sponsor name/logo? There should be one in the race car so that as soon as the driver is in Victory Lane he or she can remove the helmet and replace it with the hat. In fact, that should be the case even if you don't win. As soon as the helmet comes off, the sponsor's hat should go on.
It seems pretty basic but...
It seems pretty basic but Jason Bowles presents a professional sponsor driven image with the matching hat and uniform. Photo by Steve Himelstein
No, not personal appearances, your appearance. You will need to work with the sponsor on the uniforms, the hats, the hero cards (for autographs), and anything else that will fit in your budget, including promotional items that the sponsor is willing to provide. Everything should be not only be professional appearing but have a uniform and cohesive message.
The vast majority of race teams fall short on this one and it's the easiest and most inexpensive to do. Create a race team fact sheet for the announcer at each event you participate in. If you run the same track on a regular basis you will only need to do this for the announcer at the first event and then update it as needed.
The fact sheet should include information on the race team and the sponsors. It will make the announcer's job easier and could very well result in exposure for the sponsor. Having been a race announcer at 174 different tracks during my career, I am amazed at how few teams provide fact sheets.