What every sponsorship dossier needs

A good sponsorship dossier isn't a pretty deck: it's a commercial document. Its job is to answer, in a few pages, the question every brand asks itself: what do I gain by sponsoring this driver or team?

It should include, at minimum: a brief presentation of the driver or team, the season calendar, reach and engagement data from digital channels, relevant sporting results, and a clear proposal of deliverables — what visibility the sponsor gets in return for their investment.

The most common mistake is building the whole dossier around sporting results and leaving digital reach data as an afterthought. Today, that data is often what finally convinces the brand.