Where has all the money gone? What does a rider have to do to get some support these days? Factory support isn’t what it used to be. Riders deserve more for risking it all. Race teams just use riders then spit them out, there’s no loyalty. Brands are so tight these days they only sponsor the big names or their mates. Old Mate at the local track is faster than most factory team riders but can’t get a sponsorship because he doesn’t suck up to them.
These are the words we hear in and around the pits and on the trails a lot these days. While some of these points are just plain stupid, some do appear to have merit and some of the questions can actually be answered with legitimate reason.
The dirtbike industry has grown and there are more motocross tracks that are more accessible to a wider range of riders than ever before. The sport of off-road motorcycling has also grown. There used to be motocross and supercross in one corner and enduro in the other. These days motocross and supercross remain the rockstars of the industry but now we have riders in three different segments of off-road with enduro, desert racing and hard enduro blowing the whole thing up. Then there’s freestyle on the side. All disciplines are vying for a piece of the sponsorship pie. That’s a lot of product and ultimately a lot of money to share around. So where do you put it and why?
Have a plan
If you choose to race a motorcycle, it’s not someone else’s job in the industry to pay for it. It’s your hobby. And if you do want to ask someone to help pay for your hobby you better have a really good reason why they would even consider it, let alone hand over cash or product just so you can have fun on the weekends. Here’s a big tip. Putting a sticker on your bike or on your helmet doesn’t not automatically translate to cash unless you’re Jett Lawrence.
Rather than looking at what you think you should or could be getting from others to assist your riding, ask yourself what you can offer others. What is it that you can offer a brand or business while you go about your racing? If you can’t put a realistic dollar figure on what you can offer, you are not asking for sponsorship, you’re asking for a donation.
Simply turning up at the races is a start. You need your competitors and the spectators at the track to see you. Winning will do that but you cannot guarantee a win every time you roll up to the start line. So what else can you offer?
Do you know how many people attend the race events you participate in? How many riders are there and how many spectators? How many people actually see you on the track?
Having a presence on social media is great and the more followers you have, the more eyes that could potentially see whatever it is you are posting. But what content are you posting to your Facebook and Instagram accounts that will hold someone’s attention and prevent them from scrolling before they even read your caption? And what is that worth in dollars to a potential sponsor?
Do you send a race report to potential sponsors before and after every race? Tell people who you are and what you do to build a profile. Sending an email detailing how your race went to all of your local motorcycle dealerships after every race is a great way to start.
Shopping locally at your nearest or favourite dealership for parts, lubricants and riding gear is a great way to build some trust and loyalty. If you are always shopping around for the best price, you’ll never earn respect or trust. If you are a rider that hops around from sponsor-to-sponsor season after season chasing the best deal, you will quickly learn that money can run out and so will your options.
Winner takes all
The fastest rider wins, right? You want more support? Beat the rider in front of you and make damn sure you beat the rider with the deal you want. Being a winner is a great way to get noticed and attract sponsors but there’s much more to attracting sponsors than the old “win on Sunday, sell on Monday” mentality.
There will always be brands and companies looking to use riders to showcase their products as a form of marketing. The fastest rider is considered the best, therefore it could be logical to assume they ride the best bike and wear the best gear. It’s a great form of advertising to the exact market you are trying to sell to.
Anyone considering spending money on a rider needs a return on their investment. Decking a rider out in riding gear costs money and if a riding gear supplier is using a rider to attract attention to their product, they are literally investing money into that rider to showcase their product. Giving a rider one set of gear means that rider needs to influence the sale of two sets of riding gear for the brand to break even on its investment.
Imagine handing over two motorcycles to a rider along with a few thousand dollars in parts every year? More so, imagine paying that rider a wage, and bonus money and paying for a mechanic and a truck for them to use, along with the added costs for factory teams including travel and accommodation. It all adds up very quickly and someone has to foot the bill.
Riding and racing a dirtbike is voluntary. No one is forced to do it, yet there seems to be an ingrained culture of entitlement where riders think they deserve a free ride, so to speak.
Have you ever wondered what it is like from the other side of the fence where riders come to you asking for free product and money?
Big dollar bills
Yamaha Australia’s Scott Bishop has spent a lifetime at motocross tracks, first as a racer rising to the pro ranks and now as Yamaha Motorsport Manager. Bishop has seen and heard plenty over the years so you might want to listen to what he has to say about riders seeking support.
“The word sponsorship is just another word for responsibility. If you request assistance from anyone, regardless if it’s of a sporting or personal nature, you have a responsibility to that company or person to firstly thank that assistance and secondly justify it.
“In this industry there are two main types of support. One is based on results and profile, the other is around the personal relationship you have with that person or company. And if you are lucky enough to get that support, it’s in your best interest to nurture and develop that relationship because it’s not always easy to come by.
“My first bit of advice is to be realistic in what you ask for and know your worth. If you can’t look someone in the eye and ask for something, don’t put it in an email or proposal as if it’s pie-in-the-sky stuff, it won’t even be looked at.
“Once you have secured that deal, then over deliver. Give them more than what was agreed to, so they feel valued and an important part of your success. Keep them updated with your movements, results and possible future plans.
“At Yamaha, we support a lot of teams, riders and events and are happy to do so. We see it as an investment in our brand and Yamaha is a racing company that likes to support local riders and events. So, I get a little disappointed when people say the industry support isn’t what it used to be. From my days of racing, there was the CDR team and a few riders on national support. So, you are looking at six or seven riders in motocross. We now have seven riders in GYTR Yamaha Junior Racing, four riders in the WBR Yamaha Bulk Nutrients Team, three riders in Yamaha Yamalube Racing Team and two riders in CDR Yamaha Monster Energy Team. Add to that the countless national race-plan discounts we offer via our dealer network and you have a far greater number of riders supported today than in years gone by.
“There is no doubt there is more diversity in how our money is spent. Yamaha is a major player in the ASBK, the AORC, the ProMX, the Australian Supercross Championship and we are now backing the Australian Flat Track Nationals, so we not only provide for riders and teams, we also assist in providing the events for everyone to ride or race at.
“So, first of all, be a decent human. Race to the best of your ability and with a good attitude and present a professional image off and on the track and you will have the best chance of getting support. Start small, prove yourself and then increase it as your results and profile gets bigger and better.”
