Car Show Sponsorship Levels and Example Pricing
| Level | How many | What it commonly includes | Example range (varies by market) |
|---|---|---|---|
| Presenting or title sponsor | 1 | Name with the show name, top logo on banners, dash plaques, shirts and website, a prime display area, emcee mentions all day, presents best in show | $2,500 to $10,000 or more |
| Best in show sponsor | 1 | Name on the best in show trophy, presents the award, logo on the awards banner | $1,000 to $3,000 |
| Dash plaque sponsor | 1 | Logo on every dash plaque handed to registered cars | $750 to $2,500 |
| Registration or goodie bag sponsor | 1 each | Branding at the registration tent or on every entrant bag, plus an insert | $500 to $1,500 |
| Music or DJ sponsor | 1 | Mentions from the DJ or emcee, banner by the stage or sound tent | $500 to $1,500 |
| Food area or beverage sponsor | 1 | Signage in the food court or beverage tent, listing in the program | $500 to $2,000 |
| Award or trophy sponsor | One per award | Name on one award such as People's Choice, Best Paint or Club Participation, recognition at the awards | $250 to $1,000 |
| Class sponsor | One per class | Name on the class trophy and class sign, recognition when the winner is called | $150 to $750 |
| Banner or field sign sponsor | As many as the venue allows | A banner or sign on the field fence or along the rows | $100 to $500 |
| Vendor booth | As many spaces as you lay out | A 10x10 or 10x20 space on the field for parts, detailing, apparel or food vendors | $50 to $500 per space |
Each step up should add something clearly visible: a trophy with their name on it, a moment on the microphone or the logo on what every entrant takes home. For the general approach to tiers, see event sponsorship levels, and for what the top package includes, see presenting sponsor.
Award and Class Sponsorships
Award and class sponsorships are the easiest car show packages to sell, because a sponsor's name goes on a trophy that a winner photographs and keeps. Build the list from your judging categories; our car show judging sheet has class definitions and scoring categories you can turn into sponsorships.
| Sponsorship | Good fit for | What the sponsor gets |
|---|---|---|
| Best in show | Dealership, bank or the presenting sponsor | Name on the top trophy and presenting it |
| People's Choice | Radio station, restaurant or brewery | Name on the ballot or vote sign and the trophy |
| Best paint | Body and paint shop | Name on the trophy and a sign at the winner's car |
| Best interior | Upholstery or detailing shop | Name on the trophy |
| Best engine | Performance or machine shop | Name on the trophy and a mention when the winner is called |
| Best of class (pre-1950s, muscle, import, truck, etc.) | Parts store, tire shop or insurer | Name on the class trophy and class sign |
| Long distance award | Hotel or travel business | Name on the award for the entrant who drove the farthest |
| Club participation award | Car club or local business | Name on the award for the club with the most cars |
| Kids' choice or young enthusiast award | Family business or school group | Name on the award picked by young visitors |
For award names that sponsors will want to attach to, see car show name ideas, which also works for naming awards and classes.
What to Put in Each Package
- Signage: say where each banner goes, its size, who prints it and the logo deadline
- Dash plaques and shirts: logo placement and size, and the print deadline, usually several weeks before the show
- Display space: a spot for the sponsor's tent or vehicle, and where it is on the field
- Program, website and social: logo size and placement for each level
- Announcements: how often the emcee or DJ mentions each level
- Exclusivity: offer it only at the top level, and define the category in plain words
- Goodie bag inserts: a coupon or product in every entrant bag, with a quantity and drop-off date
Plan sponsor display areas and the vendor row when you lay out the field, not after. How to lay out a car show covers row spacing and where vendors and sponsors work best.
Copy-Ready Car Show Sponsor Letter and One-Page Sheet
Send the letter to the owner or manager of a local business, with the one-page sheet attached. For more letter variations, see our sponsorship letter template.
Fulfillment Checklist and Common Mistakes
| When | Task |
|---|---|
| When the deal closes | Send a confirmation listing every benefit, the logo deadline and the invoice |
| Logo deadline | Collect high-resolution logos and the exact name to print on trophies, plaques and banners |
| Before ordering | Send proofs of trophies, dash plaques, shirts and banners for approval |
| Two weeks before | Confirm display spaces on the field map and send sponsors their arrival time and location |
| Week before | Write the awards script with every sponsor name in the order agreed |
| Morning of the show | Hang every banner and photograph each one for the recap |
| At the awards | Have each award sponsor present their trophy and get a photo with the winner |
| Within two weeks after | Send thank you notes, a recap with photos and car count, and the offer to renew |
- Selling more class sponsorships than you have classes, or two sponsors on one trophy
- Collecting logos after dash plaques and shirts have gone to print
- Promising a display space you haven't placed on the field map
- Forgetting to read sponsor names at the awards
- No photos of banners or trophies, so the recap has nothing to show
For the rest of the event, from date and venue to judging and awards, see how to plan a car show. Once sponsorships, show-car spots and vendors are all selling at once, sponsorship sales software keeps inventory and logos in one place.