How to Land New Sponsors for the 2026 Season
As the 2025 racing season starts to wind down, most teams are already looking ahead - not just to their next race, but to their next opportunity. Securing new sponsors for 2026 isn’t something to leave until January. It starts now, while your results, content, and relationships are still fresh.
Here’s how to position your team, your brand, and your story to attract new partners for next season.
1. Start Early - While You’re Still Active
Sponsors plan their budgets months in advance, so if you’re waiting until the off-season, you’re already behind.
Begin reaching out before the final race of the year.
Share your 2025 performance highlights, content reach, and fan engagement stats.
Frame your pitch around momentum - “We’re building on everything we achieved this season.”
Pro Tip: Brands love working with teams that look forward, not backward.
2. Package Your Season Professionally
Your proposal isn’t just about results - it’s about presentation.
Create a clean, branded 2025 season recap deck (include stats, photos, ROI examples, and fan reach).
Highlight how you’ve delivered value for existing partners.
Show professionalism: logos aligned, car wraps clean, and crew branding consistent.
Pro Tip: Include a QR code or clickable link to your highlight reel - it says “media ready.”
3. Lead With Value, Not Requests
Every brand gets hit with sponsorship asks - few get approached with a plan for how to win together.
Explain how your audience overlaps with theirs.
Offer activation ideas (hospitality, giveaways, social media cross-promotions).
Focus on what they’ll gain, not what you need.
Instead of: “Would you be interested in sponsoring us?”
Try: “Here’s how we can help your brand connect with 20,000 engaged race fans next season.”
4. Use Content as Your Proof of Performance
In 2026, sponsorship is about visibility and storytelling.
Highlight your strongest social media content.
Show data: reach, engagement, video views, fan demographics.
Showcase how you’ve featured partners in photos, reels, and race recaps.
Pro Tip: Brands want exposure they can measure. Give them real numbers.
5. Nurture the Relationship Before You Pitch
Don’t slide into inboxes cold. Warm them up first.
Follow the brand’s social accounts and engage with their posts.
Tag them in relevant content when appropriate.
Send a personal note of interest before dropping your proposal.
Relationships lead to results - not cold DMs.
6. Renew Current Sponsors First
Before chasing new deals, re-sign your existing partners.
Ask what worked and what could improve.
Offer upgraded packages for 2026 with more visibility or content integration.
Renewal conversations often open the door for referrals to other brands.
The Bottom Line
Getting new sponsors for 2026 isn’t about luck - it’s about preparation, presentation, and follow-through. When your team looks professional, communicates clearly, and provides real marketing value, brands take notice.
Need help designing your 2026 sponsorship deck or content strategy? JW Brands specializes in motorsports marketing, sponsor proposals, and activation plans that help race teams turn relationships into revenue. Let’s make your 2026 season your strongest yet.
