PRI Show Prep: The Ultimate Guide for Drivers, Teams & Sponsors
How to Make the Most of the Biggest Motorsports Business Weekend of the Year
The Performance Racing Industry (PRI) Show isn’t just an event - it’s the heart of the motorsports industry.
Three days. Thousands of exhibitors. Endless opportunities.
Whether you’re a driver looking for partners, a team building your brand, or a sponsor planning activations, PRI is the place where next season’s relationships, deals, and strategies begin.
Here’s your complete guide to prepping for PRI so you can show up confident, professional, and ready to grow.
FOR DRIVERS + TEAMS
1. Update Your Sponsorship Deck Before You Leave
PRI isn’t the place to be “working on your deck.” It’s the place to present your deck.
Your deck should include:
2025 season recap
Analytics & social media metrics
Clear sponsor deliverables
Car/team photos
Driver bio & story
Package options
Contact information
QR code linking to your media kit or Instagram
If your deck isn’t ready, your opportunities will go to the drivers who came prepared.
2. Bring Business Cards, QR Codes, and a Simple Pitch
Your pitch should be short enough to say in the hallway - and strong enough to be remembered later.
Example:
“We’re a [class] team focused on building measurable digital value for partners.
Here’s how we grew our reach by ___% this season and how we’re leveling up in 2026.”
Bring:
Physical cards
QR code cards
Stickers or hero cards for networking
A 15–20 second pitch memorized
You don’t need a booth to be remembered - you just need to be ready.
3. Post Your PRI Journey on Socials
Sponsors LOVE to see you active at PRI.
Post Ideas:
“Headed to PRI!” travel reel
Meeting sponsors & vendors
Trying new products
Your favorite booths
Q&A from followers
Daily recap videos
Your presence online during PRI shows you take the business side seriously.
4. Schedule Meetings in Advance
Don’t rely on hallway run-ins.
Before the show:
Email or DM brands you want to connect with
Ask for a 10–15 minute meet-up at their booth
Make a short list of goals: 5 brands, 5 partners, 5 intros
Preparation makes PRI feel intentional, not overwhelming.
5. Dress the Part - You Are the Brand
You don’t need a suit - you just need to look put together.
Tips:
Team gear never fails
Fresh polos, jackets, or branded shirts
Clean shoes
Professional, “media-friendly” appearance
Sponsors want to partner with people who represent their brand with pride.
FOR SPONSORS + VENDORS
1. Review Your Team Partnerships Before the Show
Know which teams you already support and whether you want to increase or shift your 2026 involvement.
Ask yourself:
Which teams delivered?
Who overperformed?
Who needs more structure?
Where did we get the best ROI?
This makes your PRI conversations smoother and more strategic.
2. Prepare a List of Drivers/Teams to Meet
Look at:
Class relevance
Audience overlap
Professionalism
Online presence
Activation potential
Create a shortlist of 10–20 drivers or teams worth meeting.
3. Update Your Booth Messaging
Drivers and teams are looking for clarity.
Your booth should answer:
What problems do you solve?
What products/services do you offer?
Who do you partner with?
What does a partnership look like with you?
Clear messaging = better conversations.
4. Prepare Partnership Expectations
Be ready to answer:
What do you want from drivers/teams?
What deliverables matter to you?
What does success look like?
What budget ranges are you working with for 2026?
Sponsors who know what they want attract the right partners.
5. Plan Social Media Activation
Show your presence ONLINE - not just in the booth.
Content ideas:
Booth tour
Product demos
Team visits
Behind-the-scenes setup
Highlighting your supported drivers
Your followers want to see you active and engaged.
FOR EVERYONE: HOW TO NETWORK LIKE A PRO
1. Be Respectful of Everyone’s Time
Make introductions short.
Ask if they have time to talk before jumping into a pitch.
2. Lead With Value, Not Requests
Instead of:
“Can you sponsor me?”
Try:
“Here’s who we reach, what we create, and how we can represent your brand.”
3. Send Follow-Up Messages Within 48 Hours
Include:
Photo at their booth
A brief thank you
A clear next step
4. Take Notes Immediately
Every connection matters - don’t rely on memory alone.
THE BOTTOM LINE
PRI is where relationships form, deals begin, and momentum for the next season truly starts.
The teams and sponsors who come prepared walk away with opportunities.
The ones who don’t?
They walk away overwhelmed.
With the right prep - the deck, the pitch, the social presence, and the mindset - you can make PRI your most valuable weekend of the year.
👉 Need help prepping your PRI deck, marketing materials, or sponsor strategy?
JW Brands builds professional motorsports media kits, sponsorship decks, and content systems so you can show up confident and ready to connect.
