Sponsors

What do Sponsors Want?

This sport isn't cheap. Sponsorships are essential for keeping it afloat, but not everyone is entitled to one — that's a hard truth many must face.

Sponsorships could range from a 10% discount to free bikes and even a salary. Your role is to become the athlete brands want to align with and, in turn, benefit from.

In 2025, social media has transformed the landscape for both riders and brands. Tagging, maintaining a strong presence, and keeping your following engaged can make you a valuable asset to any brand looking to support athletes.

Some people struggle on how to reach out to ask for sponsorships and what brands are looking for in riders. Although everyone is different we asked a few people in the industry what they think.

The ultimate goal in Canada would be to end up on a team like KTM Canada Red Bull Racing but ultimately there’s steps that need to be taken before you get to that level. 

Local dealerships vary in their commitment to the sport, but some go above and beyond to support riders. A prime example in Calgary is Blackfoot.

Their dedication is clear—they sponsor riders, display advertisements at the track, and have amateur riders in almost every class sporting their decals. This shows they are invested in the community.

However, it's important to understand the nature of their support. Blackfoot isn't often giving away free bikes or gear; they offer discounts, typically starting at 10% off, sometimes closer to cost. They're a business, after all, trying to balance supporting the sport they love with maintaining profitability. While it's great to have their backing, it's important not to take it for granted.

Riders benefit, but local dealerships often don't see direct financial returns from sponsoring young riders.

Supporting these local businesses means respecting their contributions and not exploiting them. At the end of the day, the rider gains while the dealership shoulders the costs.

We asked Casey Johnston, Blackfoot racing lead what he looks for when offering support to amateur riders:

“BFR operates as a community-driven program designed to facilitate the expansion and enrichment of the riding community.

Candidate applications require the submission of a rider resume and a proven record of positive community contribution.

We prioritize support for families with young riders, as well as individual riders across all age demographics.

Our organization is committed to the preservation and advancement of a positive and collaborative riding community.”

Casey - During 2024 SpecMoto Triumph Shoot

Photo: Tree Three Media

Another notable dealership is Toys for Big Boys in Moncton, NB, which takes a unique approach with their team “buy-in program.” Each season, they announce the program and for 2025, the buy-in is $525. This fee includes a variety of benefits (see graphic below). Riders have stayed in the program over the years, ranging from 50cc riders to pros. This is a great approach that Toys has adopted and has a huge benefit to the rider while making it a sustainable program for Toys to operate. 

Toys for Big Boys (Moncton, NB) 2025 Rider Program

Moving up from a dealership would be contacting a brand directly. One that comes to mind that we often see in Canada because they are a Canadian based brand with people running the company that are heavily involved with the sport is Matrix Concepts. Matrix is closer to a distributor carrying multiple brands but also having products of their own. We asked Ryan Lockhart what he looks for in sponsoring a rider for 2025:

“So we do our sponsorship a bit different on the Matrix Concepts Canada side of things. We do not sell consumer direct so to be honest resumes, and results don’t fully come into play.

We support our dealer network and if the dealer is supporting the rider then we love to be involved. I always tell all racers that the first step in wanting to become sponsored is building that relationship with your local dealer.

Loyalty is key in the industry even though we don’t see a ton of it.

Now with saying that, there are always going to be the stand out kids. I use Braxton Zeitner for example. We help him direct with product but at the same time look how good he is with social media. Always race recaps, edits, and post. Good kid on and off the track, and also produces results.

In this sport of motocross there is a lot of entitlement for whatever reason but my word of advice is don’t be that rider or family. Be humble, try hard and build that relationship with your dealer. Don’t shop around just because you can get that tire for $2 cheaper online. It will bite you in the end”

Ryan Lockhart - Chilliwack AX 2023

The only team in Canada of the "factory" label is KTM Canada Red Bull Racing, as the manufacturer directly manages the team's daily operations, granting them greater access to factory resources—advantages typically unavailable to private teams.

Mat Deroy is the Team Manager and coming of a very successful 2024 season its clear he knows how to get it done and create a winning team. We talked to Mat and asked him what advice he would have for Mini/Jr. riders coming up:

“Speed is key, never giving up is also something we look after.

Right attitude in winning, loosing, when dealing with issues, challenges.

Its such a small industry. Being respectful, having the right attitude are stuff we look at.”

Mat and Antoine from KTM Canada at Round 1 in Calgary 2024

Photo: Tree Three Media

Becoming sponsored is a great achievement in the sport, offering valuable support, but it requires hard work. Nothing is free—you need to build a brand that companies want to associate with. In 2025, results matter, but they’re not everything. By creating a positive environment in your pits, engaging on social media, and fostering strong relationships with companies, you can earn a spot on their list of supported riders.

In everything communication and loyalty is key always keep that in mind when trying to grow your career off the bike. 

Good luck in 2025!