F4 British Championship to provide its drivers with sponsorship acquisition training

  • Sponsorship acquisition training available to the first 15 drivers who register for 2017 British F4 season.
  • The prestigious course is the brainchild of leading sports marketing exponent Brian Sims and will enhance affordability of the championship.

18 JANUARY, 2017 – The F4 British Championship certified by FIA – powered by Ford will provide a unique online sponsorship acquisition training course to the first 15 drivers to register for the 2017 season. The prestigious course has been developed by one of international sport’s most experienced and successful sports marketing exponents, Brian Sims, in partnership with Autosport.

The course consists of 12 modules and will use case studies from Sims’ prolific career, during which he acquired over £100 million in sponsorship.

Drivers will be able to tailor his examples to use them to meet not only their sponsorship needs, but those of potential sponsors.

It’s aimed at enabling healthy grid sizes throughout the season by giving British F4 drivers the knowledge, understanding and tools they require to obtain meaningful funding from sponsors.

Said Gerard Quinn, Senior Manager, Ford Performance Europe: “The F4 British Championship certified by FIA – powered by Ford provides a fair and level playing field for all competitors, from scrutineering to the parity of its Ford EcoBoost engines. The introduction of this sponsorship acquisition training course is an extension of this philosophy.

“The course will further ensure that British F4 drivers don’t have to be from the most affluent backgrounds to succeed on track and enhance the affordability of the UK’s highest profile junior single-seater series.”

Sims has masterminded some of the most lucrative and high-profile sponsorship deals in sport. For example, FedEx’s famous sponsorship of the Benetton Formula 1 team, which was the catalyst for the arrival of a host of companies from the same industry into Formula 1 such as DHL Express.

“Sponsorship acquisition is actually very simple, but people find it so difficult because they go about it in completely the wrong way,” explained Sims.

“This course will teach British F4 drivers how to go about the entire process the right way. It turns everything on its head and I can guarantee that having completed the course, they will increase their chance of getting sponsors on board.

“Drivers will learn how to equate a company’s needs with what they can offer so that they can provide a personalised proposal based on the prospective sponsor’s needs.

“The design and structure of the course is clean and simple to make it accessible for drivers. It’s very visual and can be completed in stages.”

Sims is also keen to stress four key reasons that make British F4 so attractive to sponsors: “Ford’s involvement gives huge credibility; the championship is on a realistic level budget wise – it’s affordable unlike so many other series; drivers compete on a level playing field in identical machinery; and finally British F4 offers a fantastic environment to develop B2B relationships.

“There is incredible scope for the creation of strategic alliances with Ford, its retailer network, as well as other championship partners such as Hankook, Snap-On and Samsung.”

Drivers looking to compete in the F4 British Championship certified by FIA – powered by Ford or acquire further details about the sponsorship acquisition training course should contact championship coordinator Eve Lake-Grange via email.

Prospective entrants are encouraged to download the F4 British Championship brochure for more information, as well as the 2017 registration form below.