Networking Like a Pro: Finding and Connecting with Sponsors: Article 5

This article is a part of a ten article series, Racing with Intention.

LinkedIn is a networking tool—not just a publishing platform. And networking is exactly that: working to build a network. Not pitching. Not selling. Not spamming. Connecting

If you’re a racer looking to grow your program, find real sponsors, and build partnerships that last, it’s time to shift how you think about social media—especially LinkedIn. While platforms like Instagram are great for visibility, LinkedIn offers something deeper: relationships with decision-makers.

But here’s the key: you must treat those relationships with respect.

Don’t Be That Racer

Let’s address one of the biggest mistakes racers (and frankly, a lot of professionals) make on LinkedIn:

They send a connection request and pitch their program the moment it’s accepted.

That’s not networking—that’s cold selling. And it doesn’t work.

In fact, it’s a fast way to get ignored or blocked. LinkedIn is not about instant transactions. It’s about starting a professional relationship with authenticity and value—just like you would if you met someone at a track, trade show, or dealership.

How to Start Networking the Right Way

Building your network on LinkedIn doesn’t mean mass-adding marketing managers and spamming them. It means intentionally connecting with people and companies you genuinely respect and would be proud to represent.

Here’s how to do it:

1. Use the Search Bar Strategically

LinkedIn’s search bar is powerful. Use it to look for:

Marketing managers at your favorite brands
Athlete relations specialists or sponsorship coordinators
Content or social media directors at relevant powersports or outdoor companies

Search terms like:

“Marketing Manager” + “Motorsports”
“Sponsorship” + “Outdoor Industry”
“Brand Manager” + “Moto”

You’ll be surprised how many people are already in your extended network.

2. Look for Companies You Already Admire (and Use)

You don’t have to chase every big-name brand. Start with the ones you already use, believe in, or support on and off the track.

What gear do you wear?
What tools or lubricants do you trust?
Which local businesses support your racing?

Follow those companies on LinkedIn. Like and comment on their posts. Start showing up in their notifications in a natural way.

3. Send Personalized Connection Requests—No Copy/Paste Pitches

This is where most racers fall short. Don’t send a generic “I’d like to connect” request.

Instead, take the time to write a short, personalized message that shows genuine interest in the company and their work. Make it about them, not just you.

Example Message:

“Hi [Name], I’ve followed [Brand] for years and really appreciate how you support up-and-coming racers. I’m building my own race program focused on storytelling and community impact. I’d love to connect and learn more about your brand’s approach.”

No pitch. No pressure. Just connection.

If they accept, say thank you—and stay engaged. Let the relationship grow before making an ask. Remember: relationships first, proposals later.

4. Leverage Mutual Connections

Before reaching out cold, see who you might already know:

Do you share connections with any brand reps, former teammates, or industry insiders?
Did someone introduce you at a race or tradeshow?
Are you connected through a local dealer or shop?

Mention that connection when reaching out:

“I noticed you work with [Brand]—I met your teammate [Name] at Loretta Lynn’s last year. I’ve been following your content ever since.”

These small touches make your outreach feel human, not transactional.

This Is Long Game Networking—Not One-and-Done Outreach

Think of LinkedIn like walking into a crowded pits area. You wouldn’t shove your resume into someone’s hand before saying hello. You’d shake hands, make eye contact, and start a conversation. The same goes for digital networking.

Real sponsorship comes from relationships, not transactions. And relationships require time, engagement, and trust.

Action Step:

Identify five people in the powersports or outdoor industries who work in marketing, athlete support, or brand development. Craft and send a personalized connection request to each. Be genuine. Be clear. Don’t pitch.

What’s Coming Next

Racing isn’t just about the laps you run—it’s about the connections you make. This 10-part series is here to help racers like you turn LinkedIn into a place where opportunities happen, partnerships grow, and your personal brand shines. You’ll find each piece here on ScottLukaitis.com, as well as ThePrivateersStory.com, my LinkedIn page, and beyond—because your next big break could start with one conversation.

Here are links to each article in the series.

Each article includes actionable steps, real-world examples, and insider tips based on my years of experience in powersports, sponsorship, and branding.

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