Racing isn’t cheap. And unless you’ve got unlimited backing, you’ll eventually need support to keep moving forward.
Sponsorship isn’t just for the top-tier pros. Drivers in club, regional, and national karting can get sponsors too, but you’ve got to treat it like a job, not a favor.
Here are a few ways to find sponsors that actually care, and more importantly, how to keep them.
1. Know what you’re offering
Sponsors don’t just want to support a young driver. They want something in return. Exposure, access, local visibility, content.
Start by thinking about what you can realistically offer. That might be:
- Branding on your kart, suit, helmet, or trailer
- Social media content and shoutouts
- Introductions to your racing network
- Event invites or track day passes
- Know your value. Even if you’re not racing nationally, a local business might love supporting a dedicated driver who’s visible in the community.
2. Build a simple, clean proposal
You don’t need a 20-page deck. You need something clear and professional. One page is enough.
Include:
- A quick intro about who you are and what level you race at
- Your results and plans for the season
- What you’re offering in return
- How they’ll benefit
- Contact info
Make it visual but not cluttered. Use real photos. Include your logo or branding if you have it.
3. Start local
Your first sponsors probably won’t be race-related companies. That’s fine.
Start with businesses you already know:
- Family and friends’ companies
- Local shops, gyms, auto shops, restaurants
- Your school, community groups, or local sports stores
Local businesses care about supporting local talent. And you’re giving them a reason to be part of something cool.
4. Be the one who shows up
When you approach a business, don’t just email them and hope for the best. Show up in person if appropriate. Be polite, confident, and clear.
Explain what you do, what you’re asking for, and what they’ll get in return. Show them your proposal and offer to follow up. You don’t need to be pushy. Just be real. That goes further than people think.
5. Deliver more than you promise
If someone backs you, show up for them.
- Post about them on social
- Tag them in race photos
- Drop off thank-you notes
- Bring them a trophy or a photo from the weekend
- Send updates after each race
Sponsors stick with drivers who treat them like partners. Don’t disappear after you get the check.
Final word
Getting a sponsor isn’t about being famous. It’s about being someone people want to support. Be professional. Be reliable. Show respect for every dollar someone puts behind you. That’s what builds trust, and that’s how you keep sponsors season after season.
Sources
This article is based on real-world experience working with US karting families, input from motorsport marketing professionals, and sponsor relationship strategies used across SKUSA, USPKS, and regional racing programs.
