Ernie Saxton: Sponsors want more for their money these days

LANGHORNE, PA - Putting the name of a business on the race car is not enough to get them to cough up serious sponsorship money these days. Actually that type of sponsorship has not worked successfully for businesses in quite a while. More and more businesses are refusing to cough up sponsorship dollars just to see the car go racing by with their name on it.

“In order to get a business interested in sponsoring a race car these days takes planning and serious effort,” said Ernie Saxton, considered by many to be an expert when it comes to sponsorship in motorsports. “Businesses want to see a serious return on their sponsorship investment and that means racers have to be in a position to provide a sponsorship package that produces significant results, results that a business can actually see in their sales.”

Saxton, publisher of the newsletter Motorsports Sponsorship Marketing News (since 1985), is offering a ready to use sponsorship proposal that is basically ready to go once some personalization has been added. Even the cover letter, an important marketing tool that is often forgotten, is included.

In fact Saxton has a package that includes an actual proposal, a CD titled “How to Write a Winning Proposal” by Milt Gedo, a subscription to Motorsports Sponsorship Marketing News (loaded with information on how to be successful at sponsorship marketing) and his famous “Hodgepodge of Sponsorship Helps and Tips.” The total price for all the items would total close to $250. The package is now ready to ship for just $149.95 plus $10 to cover shipping and handling.

To order the package telephone Ernie Saxton at 215.752.7797. Visa, Mastercard and American Express is accepted. Saxton also offers all the items separately. Check out his website at www.saxtonsponsormarket.com. Sponsorship marketing articles, penned by Saxton, a veteran of more than 40 years in sponsorship marketing, can be found in National Dragster, Late Model Racer magazine, Circle Track and other publications.