Racing Sponsorship: The Million-Dollar Mindset

Find big backers by treating everyone like they're worth a million

How you want everyone to feel after they meet you - the Racing Driver!

My favourite sponsorship advice is this:

If you land a sponsor who gives you fifty quid (even if it is just to get you off their case) then treat them like they paid you a million.

Why?

It's all the excuse you need to showcase what you can do for sponsors! It's a basic racing driver principle. If one of the F1 teams offer you a test drive you'll do it for free right? You'd also drive the bloody wheels off the thing to show them what you can do.

I'm certain you wouldn't run round 10 seconds off the pace and say:

'Well you get what you pay for!'

You want them to put you in the car, or you want all the other teams to see what you can do.

It works the same with potential sponsors. If you act like you were paid a million, the one who CAN pay you a million has real evidence that you will deliver.

I spell that bit out here:

So what's new today then? I'll up the ante…

The Next Level: Treat Everyone Like They're Worth A Million

If you want to massively widen the net and attract a ton more interest in your racing exploits then:

Treat everyone you meet like they are worth a million.

If you are like most of the drivers I know, myself included, then it probably turns your stomach a bit!

We Think Non-Drivers Are Peasants

I think that's because as racing drivers, we look down on everyone who isn't a driver like they are utter peasants.

It's a bit of an issue that I agree with the sentiment, but in fact there are racing driver types who are in the business world, they are a bit nuts, but they never find racing for some reason. When you find one, you will click. There are quite a few, and they always ruin their own business. But they don't wear a uniform!

Racing Mentality: Go All-In With Everyone You Meet

So, you have to treat everyone like they are a total badass, worth a fortune. And that's a good idea, because racing drivers are compatible with that. We are optimists who first assume that when we throw ourselves into a situation, it's going to work a treat.

Example, we assume the brakes will work when we dive in on the limit. We don't say hmm, I'll be cautious and take it easy, brake early because you never know.

Be like that with everyone, like they're minted, and exceptionally valuable... Treat them that way. Shake their hand with a firm grip. Be enthusiastic about them, respectful, interested in what they're about, what can you learn from them.

I'm not saying become a sycophant, that's gross. I mean energise them, fill them with goodwill, give them the benefit of your greatness, be a racing driver around them.

When you do this, people will experience it as charisma, they'll think you are Steve McQueen or Faye Dunaway (take your pick).

And here's why this matters so much:

Your Reputation Will Spread Like Wildfire

Very quickly someone who is worth millions is going to say who the hell is this? Or, someone skint for money but highly valuable by their reputation, is going to say I love this person, I'm going to sing about them to everyone. They are going to confirm to someone loaded that you are backable.

That will spread like wildfire, because successful people are desperate to find authentic talent worth backing. What they're not desperate for - and have developed a natural immunity against - is the far more common opposite attitude: drivers who believe wealthy people somehow owe them a chance.

This toxic belief in entitlement runs deep in racing. Many drivers think, "These rich people should help me because it's only fair." That mentality puts you in direct competition with genuinely desperate causes. If you're comfortable competing against starving children for charity while being among the most privileged humans on earth with access to motorsport, then you've chosen an unnecessarily difficult path to sponsorship.

Most Drivers Take The Money And Run

Then if you manage to get a sponsor, the most common action is to buy tyres, and put on a sticker, then forget it. Do the basics but no more with the attitude if they want more, they pay more... That might work for an established business, but for a new driver, it's death. Every driver takes the money and runs, and the sponsor regrets it and spreads that.

Your Racing DNA Fights Against Your Success