Here’s something most racing teams don’t want to hear: if your social media is dead, your sponsorship chances probably are too.
It doesn’t matter how fast your driver is. It doesn’t matter how clean your kart looks on race day. If a potential partner searches your team name and finds a Facebook page with three posts from last season, they’re moving on.
Sponsors want visibility. They want to know that partnering with you means their brand gets seen. And in 2026, the first place they’re going to look is your social media.
So let me ask you this: when’s the last time you posted?
The biggest problem I see with racing teams online is simple. They don’t post enough. Not even close. Maybe a photo after a race. Maybe a “thanks to our sponsors” graphic at the end of the season. That’s not a social media presence. That’s life support.
The second problem?
Teams think every post has to be about the car. It doesn’t. People follow people, not just race results. Share the grind. Share the travel. Share the behind-the-scenes stuff that makes your team human. A potential partner scrolling your page should feel something, not just see a logo on a hood.
I’ll be honest. Hornet Nation Racing started with zero social media presence. Nothing. We’re building this from the ground up right now, in real time, on three channels: Facebook, LinkedIn, and Instagram. We’re not pretending to have it all figured out. But we are beginning to show up consistently, and that’s the part most teams skip.
You don’t need a marketing degree. You don’t need a content calendar that looks like a spreadsheet. You need to post. Regularly. About more than just race day. Give people a reason to follow you, and give potential sponsors a reason to pay attention.
The teams that get partner deals are the ones that look like they’re worth partnering with. That starts with being visible. That starts with showing up online.
If nobody can find you, nobody is writing you a check.
