Sponsorships

How Sponsorships Support Race Days

Sponsorships play a key role in the financial sustainability of race clubs. They provide additional revenue, support the delivery of race day events, and create opportunities to build strong connections with local businesses and the wider community.

Strong sponsorships are not just about signage or naming rights. They are built on delivering value, creating positive experiences, and developing long-term relationships that benefit both the club and the sponsor.

What this area covers

• Sponsor recognition and brand exposure
• Integration of sponsors into race day activity
• Management and development of sponsor relationships

What to focus on

• Understand what each sponsor is trying to achieve
• Deliver clear and visible value on race day
• Ensure sponsorship commitments can be realistically met
• Look for ways to integrate sponsors into the event experience
• Focus on building long-term relationships, not one-off deals
• Create branded sponsorship proposal templates that can be easily customised for individual sponsors.

What strong sponsorships look like

• Sponsors receive clear, visible, and meaningful exposure
• Sponsorship is integrated into the race day experience, not added on
• Expectations are clearly set and delivered
• Sponsors feel valued and engaged with the club
• Relationships are maintained beyond a single race day

Quick wins

• Reach out to 2–3 local businesses ahead of upcoming race days
• Clearly outline what sponsors will receive (don’t leave it vague)
• Include sponsors in race day announcements or social media
• Follow up after the event to get feedback
• Keep in touch with sponsors between race days