Dress for the job you want

They say, “Dress for the job you want, not the job you have,” and that advice goes far beyond just picking out the right outfit for an interview. In the world of racing, it applies to your entire program: how you present yourself, your team, and your sponsors to the world. If you’re aiming to elevate your racing career and attract more sponsors, you need to start by investing in how you’re perceived right now. 

First Impressions Matter 

Think about it: when fans and sponsors see you at the track or online, their perception of you begins instantly. Before they see you race or hear you speak, they’re already forming opinions based on how you look, how your racecar is presented, and how your pit area is set up. A clean, professional presentation tells people you’re serious about your craft. On the flip side, a sloppy appearance can send the message that you’re not fully invested—and that’s not the impression you want to leave. 

When it comes to attracting sponsors, this is even more critical. Businesses are making an investment when they sponsor you, and they want to feel confident that you’ll represent their brand well. If you’re not taking the time to represent yourself professionally, why would they trust you to represent them? 

Representing Current Sponsors Well 

One of the biggest things racers overlook is the importance of showing love to the sponsors they already have. Are you speaking articulately and informedly about their products and brands when you’re interviewed or interacting with fans? Are you finding creative ways to engage their target audience through activations, experiences, or unique content? Sponsors want to see that you’re genuinely invested in helping them reach their goals, not just slapping a logo on your car and calling it a day. 

And don’t forget about subtle ways to promote yourself and your sponsors. For instance, if you have merchandise with your branding, take pride in designing something that represents your personality and program. Seeing fans at the track wearing your merch not only amplifies your visibility but also shows sponsors that you’re building a dedicated audience that supports both you and their brand. 

The Little Details Add Up 

It’s easy to think, “I’ll focus on my program’s image once I have more funding.” But here’s the reality: those little details you might be putting off—like keeping your uniform clean, making sure your pit area is tidy and organized, or stepping up your social media game—don’t have to cost a fortune, and they can make a huge difference. 

Instead of focusing on expensive upgrades, start small and look for ways to make the biggest impact. For example, take the time to create a polished social media post thanking your sponsors, or plan a fun activation to engage fans at the track. Even investing a bit of thought into how your merch looks and feels can go a long way. A well-designed shirt or hat that fans love to wear doesn’t just boost your brand; it turns your supporters into walking billboards for your program. 

When you’re ready to level up, you can explore upgrades like professional photos, better wraps, or updated team gear. But for now, focus on the things that show you’re serious and thoughtful about your program—and that includes the little, everyday details. 

The Takeaway 

If you want to attract sponsors, you need to think beyond just your performance on the track. It’s about how you present yourself, how you treat your current sponsors, and the effort you put into your overall brand. The racers who land the big deals aren’t just talented—they’re polished, professional, and proactive. 

So, dress for the job you want. Whether that means investing in better gear, sprucing up your pit area, or stepping up your social media game, remember that every detail matters. The more you invest in your program now, the more opportunities you’ll create for yourself down the road.