Friends First, Sponsors Second.

We’re fresh off the tail of SEMA and only a couple weeks from PRI. As we’re getting ready to head out to Indy, I’ve been thinking a lot about why we actually go.

Now, for those of you who aren’t familiar with PRI, I’m referencing the Performance Racing Industry trade show which takes place every year at the Lucas Oil Stadium and Indianapolis Convention Center. In the three days that the show is open, you’ll never find enough time to stop at every vendor booth, educational class, and vehicle display. While it doesn’t have the showiness of November’s well-known SEMA event, it more than makes up for it in industry who’s-who and depth of vendors. Where SEMA is a Vegas showgirl, PRI is a neatly buttoned-up business professional.

Everyone will tell you that PRI is a must-go-to event if you want to get big sponsors, and they’re right, but not in the way that you might think. While you may think that having endemic businesses lined up in neat rows is the perfect opportunity to go door-to-door, handing out racer resumes and asking if they’d sponsor you, I’d recommend against that, entirely. Sure, have a couple racer resumes tucked into your backpack, in case you get really lucky, but it’s more important to have some throat lozenges and comfy shoes on hand. I’ll tell you why, but first I have a story that will help illustrate my point.

I’m going to share a quick conversation I had with Brandon from Kenda while we were racing at ERX this year. (Ironically, we DID meet Brandon for the first time in-person at PRI last year, but that’s not the point I’m trying to make.) During the race, Chris made a wild pass on the Kenda-sponsored driver, taking the win. As friends, family, and sponsors rushed down to meet the drivers at the trucks, Brandon gave Chris a big hug and heartfelt congratulations. Mind you, our team is happily partnered with Nexen Tire, not Kenda. When Brandon turned to me, I said something to him about how our team winning means his brand isn’t on top, and I’ll never forget his response. He said to me, “Friends first, competitors second,” and gave me a big hug, too. 

If you’ve heard me say it once, you’ve heard me say it a million times. Motorsports success, marketing, fan following, and sponsorships – it all comes down to building meaningful connections. If you make the trip to Indianapolis this December, and I really hope you do, do it with the intention of making and strengthening relationships and expanding your network. If you walk into the convention center expecting that you’ll be walking out with handshake agreements on new sponsorships, you’re going to find yourself disappointed by the time you leave. Focus on being “friends first” and you’ll set yourself up for long-term success. If I had to give you three tips for a successful PRI visit, this is what I’d recommend: 

1. Do some research ahead of time on who will be present. PRI publishes a list of exhibitors and you’d be wise to look through the list and mark which ones you’d like to connect with. If you can, find out which people will be there from each vendor and reach out ahead of time to introduce yourself - not as a potential sponsee, but as a racer interested in learning more about their business, goals, or product. 
2. Focus on the person you’re talking to. Keep in mind they’ve had 1200 other racers already ask them if they’d like to sponsor them today – don't make yourself the 1201st to do the same. Instead, ask questions about the product, or, better yet, the business and their goals. You can learn a lot by asking questions like “what are your goals in attending PRI?” or “What does 2025 look like for your company?” If you’re meshing well with the person at the booth, ask them about themselves - “how long have you worked here?” or “what do you like best about working for this company?” Focus on relationship-building, not selling yourself or your program. 
3. Set yourself up for a great follow-up. Take a business card, and as soon as you walk away, write notes about your interaction on the back of it. Include details you can reference later when you follow up with them. Again, they’re going to be flooded with emails and phone calls saying “We met at PRI.” Make yours stand out by already knowing them well enough to continue a conversation instead of starting one. If they said they really like working there because of the half-day Fridays, ask if they did anything fun with their half-day.  

Regardless of whether we’re talking about PRI or just a chat with a business you want to partner with, these tips remain the same. When you walk in, think of Brandon telling you “Friends first.”