Winning Fans Doesn’t Take Wins—It Takes This

You don’t have to win a race to be the racer that the fans are talking about. Standing on top of the box isn’t the only way to get on sponsors’ radar, either. You can position yourself as the main character simply by forming a narrative and telling your story. 

What do I mean by that? Let me give you an example.  

This winter, merch sales were at a complete standstill. Things had been decent during the race season, but once racing stopped, so did racers promoting their merch. Not only was this problematic for ROD, it wasn’t serving our racers well, either. I knew something had to change. 

I didn’t change the merch. I didn’t change the website. I didn’t change how we make money or how racers’ profiles work. Most racers didn’t add new designs or products (although a few did, and that helped!). No – I didn't have to change what we were doing at all, but over the last 5 weeks, racers sold nearly as much merch as they did during the ENTIRE race season. So what did change? 

The story. 

I created a narrative that poised racers in head-to-head matchups and elimination rounds, encouraging our sellers to compete to sell more merch. Merch Madness, this competition, didn’t change the way our business functioned at all, but it gave our sellers a story to tell and it gave our fans a story to follow. As a result, we had an 800% increase in sales. 

Now, you may be thinking that a marketing campaign like Merch Madness doesn’t translate to what you need as a racer, but I assure you that you can take this lesson to strengthen your own program.  

The secret to the success of Merch Madness wasn't the prizes, the matchups, or even the timeline—it was about crafting a specific goal, setting a clear vision, and then telling a compelling story around that goal. That’s the exact formula you can use in your own racing program, and here’s how it works: 

1. Set a Clear Goal

What do you want to achieve this season? Is it more fan engagement? More sponsorships? Better race results? Whatever it is, defining that goal is the first step. A clear goal will give you something to work toward and help guide your actions. When your fans and sponsors see that you have direction, they'll be more likely to rally behind you. 

2. Craft a Story Around Your Goal

Once you know your goal, build a story around it. Don’t just focus on the results—tell the story of how you’re working to achieve it. Just like Merch Madness wasn’t just about the competition, your racing program shouldn’t just be about the races. Frame your season as a journey. Maybe it’s about overcoming setbacks, or maybe it’s an underdog story. Get creative and make your story compelling. When people care about your journey, they’ll stick around to see how it plays out. 

3. Engage and Keep the Momentum Going

It’s not enough to set the story in motion—keep it alive by engaging with your fans consistently. Show them your progress, let them in on your highs and lows, and keep them feeling like they’re part of the ride. Whether it’s through social media updates, behind-the-scenes glimpses, or race results, make sure your fans feel connected to your journey every step of the way. 

The bottom line: You control the narrative.

If you position yourself with a clear story, a vision of what you want to achieve, and consistent updates, you can keep your fans and sponsors engaged no matter where you finish in a race. 

You don’t need to be the fastest or the flashiest. You just need to make your journey exciting, relatable, and something that people want to follow. Tell your story, set your goals, and watch your fans—and sponsors—start to connect with you on a deeper level.