Thursday, May 23, 2013
has columns on motorsports in the Bucks County Courier
Times, Levittown, PA; Inside Track Motorsports News,
Canada and Area Auto Racing News, Trenton, NJ, Late Model
For many years his sponsorship column has appeared in the
Considered an authority on
the subject of sponsorship marketing.
He has been quoted regarding motorsports sponsorship in
a variety of publications including USA Today, NY Times,
National Speed Sport News, and others.
In addition Saxton publishes Motorsports Sponsorship
Marketing News, a newsletter that informs and
educates readers about sponsorship marketing. The
newsletter is in its 28th year.
He was president of the Eastern Motorsport
Press Association for more than 40 years.
Saxton was one
of the original members of the NASCAR Hall of Fame Voting
CONTINUOUSLY SINCE 1985
Racer, the Promoter and Event Organizer.
the Newsletter that offers the latest news, tips, helps, expert
advise and success stories in motorsports sponsorship - it has
helped many be successful with their sponsorship marketing
Experts in the industry appear in each issue giving you exclusive
insight into the Motorsports Sponsorship Industry.
Learn How To Be More Successful From Those Who
STAY INFORMED WITH THIS NEWSLETTER
NEWSLETTER THAT KEEPS YOU INFORMED ON THE LATEST NEWS IN
SPONSORSHIP MARKETING IN MOTORSPORTS !!
brainstorming session on sponsorship marketing!
MOTORSPORTS SPONSORSHIP MARKETING NEWS
"Marketing Through Motorsports"
$59.95* - 6 issues annually
$7.50 per year subscriptions outside the U.S.
now...VISA and MasterCard are
accepted OR ..... mail check or money order to:
Ernie Saxton Communications
1448 Hollywood Avenue
Langhorne, PA 19047
Twitter @ ernsax
... more than 40 years
of Sponsorship Marketing
and Public Relations experience !!!
"Ya can't talk
Indy without Foyt, just like you can't talk sponsorship
without Saxton" - Karl Fredrickson of Speedway Illustrated
1448 Hollywood Avenue
Langhorne, Pa. 19047-7417
Twitter @ ernsax
leader turned his life's love into a full-time vocation
the full story here)
THINK OF YOUR
RACING AS A BUSINESS - BY ERNIE SAXTON
I am often
asked by racers why they are not successful at
attracting sponsorship. Many feel it is because they
are not big winners. Actually being a winner does
not have a big impact on a racer's ability to
Quite frankly most racers that are not successful in
attracting sponsorship fail because they never make
a serious effort at sponsorship and they make no
effort to understand how sponsorship marketing is
suppose to work.
Often times I have the opportunity to chat with
racers about sponsorship. One of the first things I
ask is do they have their sponsorship package
available? It never ceases to amaze me how many
racers, seeking sponsorship, have absolutely nothing
put together to show a potential sponsor.
Many racers seem to think that a deal can be had by
just talking with a business owner, explaining what
they are willing to do, and asking for the money.
And often times a racer can find a business owner
that is a fan of the sport, wants to massage his or
her ego by seeing their name on a race car, that
will give the racer money to have it happen. There
is no plan. There is no measurable results
requirement. Usually there are no serious marketing
results for the sponsor. Often these “ego building
programs for sponsors” do not gain the racer serious
financial support. And more often than not the deal
does not last longer than one season.
order to be successful at attracting sponsors racers
have to run their race teams like a business unless
of course the racer has a Dad with deep pockets or a
friend that does not mind seeing their money flushed
down the toilet.
For more than 40 years I have preached the rewards
of sponsorship and still the majority of racers do
not take it all seriously.
Think about this, when I tell racers that one of the
most important parts of a sponsorship program is
having the sponsor logo/name on the hauler. Rather
than figure out how to make that happen many racers
tell me that they can't do it because the cost of
their insurance will increase. Others tell me that
logos on the hauler will bring a lot of attention to
it and it will attract thieves. And then there are
some that tell me that logos on the hauler will turn
their hauler into a commercial vehicle and that will
require different licensing. A lot of excuses but
making it happen, logos on the hauler, add great
value to the sponsorship program and the increased
cost should be passed along to the sponsors. If
presented properly the sponsor will see the benefit
and understand the increased cost.
More people will see the sponsor logo on the hauler
than will see it racing in most cases.
With all that said let's get back to the part about
racers not having a sponsorship package that
outlines what they have to offer that will benefit a
Many of the proposals I see these days are BACKWARD
with facts and figures about the racer and the team
in the front of the package while the marketing
information, if there is any, is found at the rear
of the proposal. There definitely needs to be
marketing information and it should be in the front
of the proposal.
Avoid telling the potential sponsor that if you
don't get a sponsor you will not be able to race.
The sponsor does not care and a statement like that
will scare off most potential sponsor. Companies
want to get involved with race teams that are
already up and operating. The potential sponsor
wants to know how the racer and race team will
increase their bottom line.
The potential sponsor does not want to be bored to
tears by all the technical jargon about the team and
racing equipment. They do want to be shown what the
team will do to help market their services or
Image is important. That does not mean having the
driver pose with the latest sunglasses will help.
Ditch the sunglasses. Let the sponsor see who they
will be sponsoring. Include a photo of the team in
uniforms standing behind the race car and in front
of the hauler. Even a better touch is to have all
this posed in front of the team shop (if it is well
maintained). The team attired in their favorite
racer t-shirts and other grungy attire just does not
help the SALE.
remember my friend Milt Gedo, he pens columns for
our Motorsports Sponsorship Marketing News
newsletter, bringing up the point about not stealing
deals from other racers. I see it happening in the
sport more and more these days. A race team goes in
and undercuts another team's sponsorship offer.
Spend time researching and find new companies to
bring into the sport. Lead, don't follow.
And keep this in mind, if you are going to be
successful in securing sponsorship you have to be
keeping in touch with the new marketing trends and
technologies so that you can use them in your
sponsorship marketing efforts. Marketing is changing
and if you are now aware of those changes you will
be making your sponsorship presentation to deaf
Finally a key point is that you need to have ample
time to go after sponsorship. You need to be
available during the business day to make the calls
in an effort to set up a meeting with the potential
sponsor and then you have to have the time to make
the meeting. Then there is the follow-up. There are
travel costs, entertainment costs, printing costs,
creative expenses for proposals and direct mail
materials and the list goes on If you don't have the
time and money to do that your chances of success
There are so many racers that we hear from that are
looking for sponsorship but are not willing to make
the investment to go after sponsorship in the right
way. If you do not understand marketing, don't have
the contacts, can't talk the language, you should
hire someone that does. Remember the old saying,
“You have to spend money to make money.” I think
that is how it goes.
you want to know what a successful sponsorship deal
looks like, take a look at John Force. He has had
Castrol as a sponsor for 25 years. That is amazing.
Just the other day I read an interesting article
about a racer seeking sponsorship and what jumped
out at me was the statement that a racer should now
figure on six months to a year to finalize a
sponsorship deal…….a serious sponsorship deal.
GREAT DEAL ON OUR
MARKETING NEWSLETTER. Check out the great deal below
that offers Motorsports Sponsorship Marketing News
at a greatly reduced price for a one year
subscription and includes a FREE one year
subscription to Dick Berggren's Speedway Illustrated
THREE PART ARTICLE
ON THE VALUE OF SOCIAL MEDIA IN SPONSORSHIP TOPS
LATEST EDITION OF MOTORSPORTS SPONSORSHIP MARKETING
One year subscription
includes a subscription to Speedway Illustrated
LANGHORNE, PA March 22, 2013 . . . Attorney MK
Spotts, licensed in Florida and Maryland, has put
together a three part article that outlines the
benefits of involving social media in sponsorship
marketing efforts. The articles will be spread over
the next three editions of Ernie Saxton's
Motorsports Sponsorship Marketing News starting with
the March issue that is available now.
The article is another in series of outstanding
articles that Spotts, a regular contributor, has
penned on a variety of useful subjects for the
The newsletter, now in its 28th year of publication,
is being offered as part of a very special deal. A
one year subscription, normally selling for $59.95,
is now available for $39.95 a year. Included in the
special deal, that includes the MSMN newsletter, is
a one year subscription to Dick Berggren's Speedway
Illustrated magazine, Ernie Saxton's famous
Hodgepodge of Sponsorship Helps and a couple of back
issues of the newsletter. That is a total value that
exceeds $90 and is now available for just $39.95.
subscribe telephone 215.752.7797 and have your
credit card ready or mail your check payable to ESC,
Inc. to 1448 Hollywood Avenue, Langhorne, PA 19047.
We will be sure to include the March issue in your
The current edition of Motorsports Sponsorship
Marketing News includes Sponsorship Marketing Never
Stops by Ernie Saxton, Politics and Racing by Scott
Pacich, Successful People are Always Looking for
Opportunities to Help Others by Marcie Barlow and
Tana Robinson's Sponsorship in the Sport of Auto
Racing. And there are a number of articles about
recent sponsorship deals that can give readers ideas
of who they should be contacting regarding
Motorsports Sponsorship Marketing News, published by
sponsorship guru Ernie Saxton, has helped many here
in the United States and in foreign countries to
secure sponsorship support.
Saxton's firm, Ernie Saxton Communications, Inc.,
located in Langhorne, PA offers a wide variety of
sponsorship marketing services including sponsorship
SUBSCRIBERS TO MOTORSPORTS SPONSORSHIP MARKETING
NEWS WILL RECEIVE FREE SUBSCRIPTION TO DICK
BERGGREN'S SPEEDWAY ILLUSTRATED MAGAZINE.
LANGHORNE, PA January 31, 2013 . . . Kicking off the
29th year of publishing Motorsports Sponsorship
Marketing News, Ernie Saxton Communications, Inc.
has announced that during the month of February,
2013, the newsletter that has helped so many with
their sponsorship efforts, will be offering a free
subscription to Dick Berggren's Speedway Illustrated
The regular one year subscription for the
newsletter, loaded with feature stories by experts,
sponsorship news, along with tips and helps for
sponsorship efforts, is $59.95. New subscribers will
now receive the newsletter along with the monthly
edition of the fan and racer favorite magazine
Speedway Illustrated magazine. In addition each new
subscriber will receive a couple back issues while
the supplies last and a copy of Saxton's popular
Hodgepodge of Sponsorship Helps and Tips.
The newest edition contains a great article on
Sponsor Liability, Attorney M.K. Spotts offers an
article on the resources available to local
information on businesses and potential sponsors,
and there are great sponsorship help articles by
Scott Pacich, Joe Verdegan and Marcie Barlow along
with the latest information on new sponsorship
Subscriptions may be purchased by sending a check
payable to ESC, Inc. 1448 Hollywood Avenue,
Langhorne, PA 19047 or telephone 215.752.7797 to use
a credit card to arrange a subscription.
Information on Ernie Saxton Communications, Inc. and
Motorsports Sponsorship Marketing News can be found
Ernie Saxton's sponsorship columns appear in
National Dragster and Late Model Racer magazine. In
addition he is often quoted in articles appearing in
a variety of media outlets.
Karl Fredrickson, publisher of Speedway Illustrated
magazine, recently said, “Ya can't talk Indy without
Foyt just like you can't talk sponsorship without
The special newsletter offer will end on March 1,
OF OUR PAST SPONSORSHIP MARKETING COLUMNS
for Sponsorship columns}
SPONSORSHIP MARKETING BROCHURES,
WEBSITE CREATED, CUSTOM PROPOSALS, FUNDRAISER OPPORTUNITIES AND
GOT A RACER ON YOUR GIFT LIST - CALL TODAY AND GET A GIFT
$50 and up !!
GREAT OFFER !!!
coming in the near future)
WE HAVE HELPED MANY
LOCAL AND REGIONAL RACERS
FIND SPONSORSHIP SUCCESS!!!
"IF YOU HAVE THE RIGHT
TOOLS AND ATTITUDE, IT IS NOT THAT DIFFICULT TO GAIN
WE OFFER THIS 'PROVEN SUCCESSFUL' SPONSORSHIP PACKAGE
A $550 Value for JUST $299.95
$15.00 POSTAGE & HANDLING
Generic Sponsorship Proposal
(how we think they should be done.)
� NEW 2-Hr. Sponsorship
Workshop VHS or DVD
� Contract & Cover
� Andrew Waite's Great
Book 'The Great Money Hunt'
� Generic Direct Mail
� Milt Gedo's Winning
Proposal (on CD Rom) - How to create a proposal
that gets results
� 1 Yr. Subscription to
Ernie Saxton's Motorsports Sponsorship Marketing
monthly newsletter in its 26th year that educates you and brings you the
latest news, ideas,
contacts and more in sponsorship and marketing in motorsports.)
(call us when you need help.)
just may want to check out the
NEW Ultimate sponsorship package including PERSONAL
CAN CREATE A CUSTOM
SPONSORSHIP MARKETING PACKAGE. A COMPLETE CUSTOM
CREATED PACKAGE THAT WILL HAVE POTENTIAL SPONSORS
Original plus Quark Express disk.
(So you can make changes on your
(Call for complete details ...
ERNIE SAXTON COMMUNICATIONS,
1448 Hollywood Avenue
Langhorne, Pa. 19047-7417
COMMUNICATIONS CAN PROVIDE THESE SERVICES FOR
Releases - Announce New
Sponsors, Race Plans, Wins, etc.
Brochures - Great
Sponsorship Marketing Tool
Kits - Stand Out From The
- We Have The Personnel To
Make Your Site STAND OUT!!
Proposals - They Get
Attention Which Equals SUCCESS !
- Pick Our Brain
on retainer and commission) -
works like a
draw against commission
PRESENT YOUR OWN
SPONSORSHIP SEMINAR TO RAISE FUNDS FOR YOUR
TEAM, SPEEDWAY OR ORGANIZATION.
WE ARE BOOKING DATES
IT IS EASY,
CALL FOR DETAILS !!!
Marketing and Communications Service
Specializing in Motorsports of all types.