A sponsorship proposal should make a business decision easier. The reader needs to understand the opportunity, the work included, the evidence behind it, the price and the next step.
Your racing story gives the proposal context. It cannot replace the commercial offer. Build the proposal around the company you are speaking with and the work it could use.
Before the deck, confirm the brief
Write down what the conversation has established:
- What the company wants to achieve.
- Which product, market or customer group is relevant.
- What activity it is considering.
- When that activity needs to happen.
- Who is evaluating the proposal and what information they requested.
Separate confirmed answers from assumptions. If you are sending an unsolicited outline, make that distinction explicit. If the company has asked for a detailed quote, answer its questions rather than sending a generic introduction deck.
A proposal structure you can adapt
1. The idea in one paragraph
Explain what the company could do with you and why it fits. Avoid opening with a full season budget and expecting the reader to find the commercial reason later.
Illustrative example:
A series of driver-led equipment demonstrations filmed around confirmed preparation sessions. Each video answers a practical product question, with agreed versions for the brand's channels and the driver's profile.
That statement is a starting point. The following pages still need to define the actual quantity, rights, timing and price.
2. The relevant driver evidence
Include the facts the buyer needs to assess delivery: your confirmed programme, relevant work examples and current audience information. Use actual race results with dates and sources if they add credibility. Do not fill the page with unrelated achievements merely because they are available.
Audience evidence should distinguish followers, reached accounts, views and engagement. Name the platform and measurement period. Keep a screenshot or export behind every figure.
A championship's broadcast audience is not your personal audience. If you include championship information, attribute it to the organiser, give the period and explain what access your offer actually includes. Do not add different platforms' follower counts and call the result distinct people.
3. The work included
Replace a vague package name with a deliverables table:
| Item | Quantity and format | Timing | Responsibility | Evidence of completion |
|---|---|---|---|---|
| Product demonstration | Specify videos, length and versions | Agreed delivery window | Driver filming; named reviewer | Final approved files |
| Driver-channel publication | Specify platform and placement | Agreed dates | Driver | Published links and analytics |
| Appearance | Specify duration, location and activity | Confirmed availability | Agreed organiser | Attendance record or agreed evidence |
| Reporting | Specify what will be measured | Agreed report date | Named owner | Report and source data |
The rows are options, not a default bundle. Remove anything the buyer does not need or you cannot confidently deliver.
4. How the work may be used
Be explicit about intended use before pricing. A video posted once on your profile is a different scope from footage a company can edit, reuse or run in advertising.
Record the channels, duration, territory, editing permissions and any exclusivity being discussed. Mark these as proposed terms until agreed. Have the final agreement reviewed by an appropriate professional; a slide deck alone should not be treated as comprehensive legal protection.
5. Price and what changes it
Quote the work you have defined. State the currency and explain what is included. Separate optional work instead of leaving the buyer to guess whether travel, extra edits or additional usage is covered.
Do not select a fee solely because it fills your racing budget. Start by understanding delivery costs, scope, the company's intended use and the evidence for the value offered. There is no universal follower-to-sponsorship-price formula in this guide.
If a key part of the scope is undecided, say what needs agreeing before the quote is final. That is clearer than hiding uncertainty behind three generic package tiers.
6. Measurement and review
Agree what you will report before activity begins. A published video, its views, website visits and attributable sales are different measurements. Do not promise a sales result you cannot observe or control.
For a content-production project, the useful record may be approved assets delivered on time. For a campaign with agreed tracking, it may also include link activity or other accessible measures. Explain who provides each source and any limitations.
7. The decision and next action
End with the actual next step: scope feedback, a discussion with the decision-maker or confirmation of a proposed schedule. Include a working contact route.
Do not manufacture urgency. If a real event or production deadline matters, identify it and explain why. If it does not, there is no need for a countdown.
A simple check before sending
Ask someone unfamiliar with your racing to read the proposal. Can they tell you what the company buys, why it fits, how much it costs and what happens next?
Then check every commitment against your calendar and permissions. Confirm access to filming locations, event tickets, assets and logo placements. Beautiful design will not repair an offer that includes rights or inventory you do not control.
Motorsport UK's sponsorship guidance emphasizes tailoring the offer to the company and considering business benefits beyond logo placement. Funding Your Future.
Your next move
Fill in the deliverables table before opening design software. Missing information will become obvious quickly. Resolve those gaps, then build the proposal around the agreed business idea.
Use the proposal outline
Download the racing sponsorship proposal outline (CSV). Fill it in before designing a deck. Each row identifies what to write and what evidence or approval is still needed. It opens in Excel, Numbers or Google Sheets, with no signup.
A completed scope example
Illustrative, not a real client agreement: a simulator equipment company wants customers to understand how to adjust its cockpit before driving. A driver proposes two vertical demonstrations, each 30–45 seconds, plus four edited setup photographs, filmed in one session at a location the driver can use.
- Delivery: draft files within ten working days after the product and approved brief arrive. One consolidated revision round; the brand provides feedback within three working days.
- Distribution: two driver Instagram Reels and the approved files for the brand’s own organic social channels. Proposed usage lasts 90 days from first publication. Paid ads, raw files and further edits are outside this outline unless agreed.
- Ownership: the driver produces the work; one named brand contact approves product statements. Publication dates depend on approval.
- Measurement: save the published links and platform-reported views, reached accounts and saves seven days after each post. Keep the measures separate and record the capture date.
- Commercials: enter a fee and currency after costing production, travel and the agreed usage. No market-rate claim or invented price is supplied here.
This version gives the buyer something concrete to evaluate. It also makes changes visible: a request for paid advertising usage changes the scope, rather than becoming an unpriced extra. Adapt the schedule and permissions to your actual situation.
Put your sponsorship plan into action.
Tell us what you race and which part of sponsorship you want to work on first.
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Find the right companies to approach ↗Write a sponsorship email someone can answer ↗A brand asked for sponsorship details. What should you send? ↗Sponsor AI is built by Turn One. These guides draw on our sponsorship workflow. Worked examples are illustrative.