What to Include in a Post-Race Sponsor Report (With Examples)
(Because “Thanks for sponsoring us!” isn’t enough anymore.)
If you want to keep your sponsors happy and signing checks season after season - there’s one thing that matters almost more than your lap time:
How well you follow up after race day.
A clean, clear post-race report proves you’re a professional. It shows your sponsor exactly what they got out of the partnership. And most importantly - it sets you up for future renewals, upgrades, and referrals.
Here’s what to include (with plug-and-play examples) to make your post-race reports actually work.
1. Event Summary
Keep it short, but give the highlights.
Include:
Name + date of the event
Where it was held
Race class + number of entries
How your weekend went (qualifying, eliminations, any wins)
Example:
“We competed in the NHRA Lucas Oil Series at Wild Horse Pass Motorsports Park on March 10–12. There were 42 cars in our class, and we qualified #7 with a 5.29. We made it to the semi-finals before being eliminated by the eventual winner.”
2. Visual Content (With Your Sponsor Featured)
A picture really is worth a thousand dollars.
Include:
High-quality car or pit shots with the sponsor’s logo visible
Team photos wearing branded gear
Any fan or crew interaction that showcases sponsor merch or signage
Bonus: Reels or TikToks that performed well
Pro Tip: Label the sponsor’s name in the file so they can easily repost.
3. Social Media Performance
Show them the reach they got.
Include:
Number of posts/stories mentioning them
Post performance (likes, comments, saves, reach)
Total impressions
Tag or mention screenshots
Repost analytics (if they shared your content)
Example:
“We featured [Sponsor Name] in 4 Instagram stories, 1 race-day Reel (2.7K views), and a race recap carousel (1,102 impressions). Their logo was tagged in each, and the carousel received 8 saves and 17 shares.”
4. Press, Media or Fan Engagement
If your name popped up in public - show it off.
Include:
Any media coverage or shoutouts
Fan comments mentioning your sponsor
Race-day giveaways or QR code scans
Mentions in announcer scripts (if available)
Example:
“During Saturday eliminations, the PA announcer gave [Sponsor Name] a shoutout as one of our primary backers. We also had several fans ask about your brand at our pit setup.”
5. Value Recap
Translate your performance into return on investment.
Include:
Total impressions or reach
Merchandise exposure
Track attendance estimates
Any leads or business generated (if possible)
A quick “what this means for you” paragraph
Example:
“With over 4,200 people at the track and 7,800+ total social impressions, [Sponsor Name] received brand visibility across key demographics - automotive enthusiasts, local families, and regional racers. This was a great awareness opportunity leading into your summer promo campaign.”
6. What’s Next
Don’t stop at the recap. Pull them forward with you.
Include:
Your next event date
How you plan to feature them next
Any collab ideas, merch drops, or content campaigns you’re planning
Ask if they want to be included in upcoming content (great re-engagement trick)
Final Take: Post-Race Reports Are Part of Your Performance
They’re not extra.
They’re expected.
And they’re one of the fastest ways to go from “one-time sponsor” to “multi-season partner.”
If you want to build a reputation as a professional team that delivers - not just on the track, but off it - your post-race report is step one.
Want a plug-and-play sponsor report template (Google Doc or Canva)?
JW Brands helps racers build better decks, better updates, and better sponsor relationships - without overthinking the marketing side.
