Racing Sponsorship Media Kit: The Audience Numbers Sponsors Ask For

35 Raceway Park is a quarter-mile, bullring-style dirt oval in southern Ohio, right off US 35 between Chillicothe and Washington Court House. The family bought it in 1990, dropped the first green flag in 1991, and still owns the track in Frankfort. Its 2027 Partnership Report fits on one page and is built on 2026 results. The reporting period at the top runs Sept 28, 2025 to Sept 28, 2026. The headline figure is 2,559,650 total impressions. A line headed HOW WE COUNT shows 2,474,085 Facebook views, plus 20,565 YouTube views, plus 65,000 season on-site fan-hours. The footnote counts 1,000 average fans times five hours as 5,000 fan-hours per event, "conservatively counted as one brand impression per fan-hour". Andrew Ellingsworth, the track promoter, is at the bottom of the page with his phone number and email.

That page is a media kit for the track. A racer's version is the audience page for one car or kart: who follows and watches, how many, where they live, and the method beside every figure.

Jett Johnson, who founded LeadFoot Racing, an arrive-and-drive program in Colorado Springs that also sells sponsorship kits and proposal reviews, describes a media kit as a 2-4 page PDF. "It's not a resume. It's not a fan page. It's not your life story." His outline also includes packages. We keep prices on the sponsorship deck you write for one company. This audience page is the file the deck draws from. The racing resume is results and experience for a team or a parts program.

The sources are one Ohio dirt track, Johnson's Colorado program, two European karting guides, a UK sanctioning body, a U.S. drag racer, the Instagram and YouTube help pages, and a third-party article for TikTok, whose own help pages returned no text.

What sponsors ask to see

Motorsport UK puts the sponsor's question on its Funding Your Future page. "The potential sponsor and their marketing team will want to know demographics and statistics of the championship’s TV and social media audiences, plus the reach of media coverage." That sentence is about a championship. A racer with one car answers it with their own channels and whatever media coverage they can show.

Johnson's audience slide has five lines: follower totals for Instagram, TikTok, YouTube and an email list; an engagement rate; the top three audience locations; an age and gender breakdown; and one sentence on what the audience cares about beyond racing. Olivier Olthof, who raced from national karting into cars and founded DriversPerformance, a sponsor-finder app, uses a different list: Instagram followers and average reach per post, TikTok views, YouTube subscribers, an email list, local press coverage and paddock footfall. "Small honest numbers beat inflated ones, because sponsors check."

Megan Meyer, a former professional NHRA Top Alcohol Dragster driver with two World Championships, wrote a 2024 sponsorship guide for Women in Motorsports North America. One of her sample questions for the first meeting leaves blanks for a spectator count and a description of the audience, then asks whether that is a market the company tries to engage. Have those figures on the kit before the meeting.

Where the numbers live

Olthof tells drivers to pull age, gender and location from Instagram insights. Meta's help page says you need a public account to view insights. In the Instagram app, a professional account goes to Profile, then Professional dashboard, then Insights. The screen shows Views, Interactions, New followers and Content you shared. "To view audience demographics, use a preset timeframe and reach or engage over 100 viewers." Looking back beyond 90 days, and exporting insights to a spreadsheet, needs a Meta One plan.

On YouTube, the path is YouTube Studio, then Analytics, then Audience. YouTube's help page describes monthly audience as the total unique viewers who watched your content in the last 28 days. Print that figure. The age and gender report shows which age ranges add most to watch time, plus the gender split. Top geographies are the places with the most watch time. YouTube notes that some data, such as geography, traffic sources or gender, may be limited in YouTube Analytics.

Shea Karssing's September 18, 2026 guide for Buffer says the analytics dashboard, under TikTok Studio, then Analytics, is available on Creator and Business accounts. The Followers tab shows age groups, gender and top countries and cities, and it shows no detailed audience data until the account has at least 100 followers.

For Facebook, the 35 Raceway partners page credits its age, gender and city split to Meta Business Suite audience data for September 2025 through September 2026, and the report footnote names Meta Business Suite and YouTube analytics for the digital figures. DriverBio, a karting profile platform, says to state the time period, such as the previous 90 days or the current season. Capture each screen with that range in the frame.

Adding it up

DriverBio says: "Do not inflate the audience by adding every follower, race spectator and video view into one unexplained total." 35 Raceway adds Facebook views, YouTube views and fan-hours, and the HOW WE COUNT line prints the formula beside 2,559,650. The partners page's package builder adds: "Impressions are gross, so one fan can see several placements."

DriverBio also defines the two terms: "Reach is the number of accounts shown content to; impressions are the total displays. Neither necessarily means that a person noticed or remembered the message." When a figure could be read two ways, put that definition beside it. Olthof's hypothetical in-person number, a ten-round championship with roughly 2,000 paddock visitors per weekend, comes to 20,000 impressions a season. Label that as paddock footfall and say where the visitor count came from.

Keep your own channels in their own rows. DriverBio's table gives driver Instagram, team content, race meetings and a personal network one row each, with platform analytics as the evidence for the channels and event or championship data for the race meetings. If an organizer supplied a crowd figure, name the organizer and the season in that row. Our guide to getting racing sponsors covers who to send the page to.

When the numbers are small

The sponsorship guide from Racing Mentor says: "You don’t necessarily have to build a huge audience for sponsors to want to work with you but you’ll need some kind of presence that showcases who you are." In Olthof's FAQ, two thousand engaged local followers plus a staff karting day can be worth more to a regional business than 50,000 anonymous followers.

Johnson's illustration is a 1,200-follower local racer with a 6% engagement rate and 78% of followers in their home state, set against a 100K account at 0.4% engagement with a worldwide audience. He calls the smaller one more valuable to a regional sponsor. "Be honest about the size and lean hard on the quality." His engagement rate is likes plus comments, divided by followers, as a percentage. Print the formula next to the figure, and name the posts you counted. "If you don't have the numbers, your kit's job is to be small and specific until you do."

If Instagram will not show demographics yet, or TikTok's Followers tab is still empty, leave age and gender off the page. Print the counts you do have, and the period. For modest numbers, DriverBio says to present them honestly and show a plan to improve them, and it names a reliable publishing schedule, a clear target audience and good content as more persuasive than a large, poorly explained follower count.

Keeping it current

35 Raceway changed its own window this year, and the report's header says so: "this year's report runs Sept-to-Sept rather than Jan–Dec." DriverBio says to agree the reporting period and the measurement method in advance. Platform analytics can change, and views do not equal sales. For leads, it points to a trackable landing page, a code, a registration form, or another agreed method. Meyer wants the written proposal to say when the sponsor will get audience data from you.

Without a Meta One plan, Instagram insights look back 90 days at most. Copy the figures into a spreadsheet, with the dates, at least that often.

A blank audience page you can copy:

AUDIENCE: [Your name], [series and class]. Updated [date]
Period: [start date] to [end date]

Instagram @[handle]: [followers] followers (from the profile)
  [views] views, [interactions] interactions
  Source: Instagram Insights, [preset timeframe]
YouTube [channel]: [monthly audience] monthly audience, [subscribers] subscribers
  Source: YouTube Studio > Analytics > Audience
TikTok @[handle]: [followers] followers, [views] video views
  Source: TikTok Studio > Analytics
Email list: [subscribers]

Engagement rate: [x]% = likes + comments / followers ([which posts])
Top locations: [place] [%], [place] [%], [place] [%] ([platform], [period])
Age and gender: [largest age range], [split] (leave off if the platform shows none)
Track or series figures: [number], supplied by [organizer], [season]
Who they are: [one sentence]

Contact: [name], [email], [phone]

A RacrHub profile shows your schedule, results and standings, and sponsors organized by tier, with logos, links and deliverables. The free plan includes a contact form and shows who visited in the last 7 days. Starter is $5 a month and adds 30-day analytics. If you mention that traffic, name the window the plan shows.

Open the Instagram app on a professional account, go to Professional dashboard, then Insights, and choose a preset timeframe. Screenshot that screen with the dates in the frame, do the same in YouTube Studio's Audience tab and in TikTok Studio, and write the period at the top of the page before you enter a number.

FAQ

What is a racing sponsorship media kit?

A short document that tells a sponsor who sees you, how many, where they live, and how each figure was counted. Johnson's version is a 2-4 page PDF meant to be read on a phone in 90 seconds.

How is a media kit different from a sponsorship deck?

The deck carries the price for one company. Keep this audience page current so those numbers are ready when you write the deck.

What audience stats do sponsors want from a racer?

Motorsport UK's list is demographics, statistics and the reach of media coverage. For one racer, that means your own channel figures with the period beside them. Skip a demographic line the app has not filled in.

How do I calculate engagement rate for a media kit?

Johnson divides likes plus comments by followers and prints a percentage. Write the formula, and write which posts you counted.

What if I have fewer than 100 followers?

Instagram's gate is viewers, not followers. Demographics wait until you reach or engage over 100 viewers, on a preset timeframe. Buffer says TikTok's Followers tab shows no detailed audience data until 100 followers.