How to Get Dirt Track Racing Sponsors in 2026
A practical, step-by-step guide for dirt track racers looking to land their first sponsor or grow existing relationships. Learn what sponsors actually want and how to pitch them.
The Truth About Racing Sponsorship
Here's what nobody tells you: sponsors don't care about your car. They care about their business.
Every sponsor who writes a check is making a business decision. They're asking one question: "Will this help me sell more product or build my brand?" If you can answer that question convincingly, you'll get funded. If you can't, you won't — no matter how fast you are.
The good news? Most racers are terrible at this. Which means the bar is low for anyone willing to put in the work.
Step 1: Build Your Platform Before You Ask
Before you approach a single sponsor, you need three things:
- A professional online presence — A public racer profile that shows your stats, your car, your sponsors, and your story.
- Social media with real engagement — You don't need 100K followers. You need 500 fans who actually comment, share, and show up.
- Race results you can point to — Even if you're mid-pack, having documented results shows you're serious and active.
Step 2: Identify the Right Sponsors
Stop cold-emailing Monster Energy. Instead, think local and think relevant:
- Local businesses near your home track
- Racing industry companies — parts manufacturers, safety gear brands, trailer companies
- Businesses your fans already use
Step 3: Create a Sponsorship Proposal That Doesn't Suck
A winning proposal includes:
- Who you are — Your racing bio, stats, and class
- Your audience — How many fans attend your races, your social media reach
- What the sponsor gets — Logo placement, social mentions, pit access
- The ROI — Show a sponsor that a $2,000 investment gets them in front of 15,000 race fans
- Tier options — Give them 3 levels so they can choose what fits their budget
Step 4: Show Them the Numbers
After every race, tell your sponsors: how many fans were there, where their logo was visible, social media posts that featured their brand, photos and video from the event.
Step 5: Deliver Value Before You Ask for More
Tag them on social media every race weekend, send monthly updates, invite them to events, refer business their way.
Step 6: Scale Up Professionally
Once you have 2-3 sponsors, you need systems: track every sponsor relationship, generate reports consistently, manage your pipeline.
The Bottom Line
Getting sponsors isn't about luck. It's about building a professional presence, targeting the right businesses, making a compelling case with real numbers, delivering consistent value, and using systems to stay organized.