Nicolas Charlier knows all about how to get organised and generate the revenue to fund a Rally-Raid adventure with the Ténéré Spirit Experience, having ridden with us at the 2024 Africa Eco Race.
Adding to Yamaha’s success at the race, Charlier competed in the event as a Yamaha Ténéré Spirit Experience rider – supported closely by the Ténéré Yamaha Rally Team – placing fifth overall in the 700M class and ninth in the general classification. He will be back at the Africa Eco Race again for 2025, partly funding his participation by playing an operational role in the Ténéré Yamaha Rally Team, supporting the official riders by carrying water for them. The Belgian rider spoke with us recently to explain how he funds his participation in such an elite level event…
How he did it in 2024
How did you finance your adventure with the Yamaha team during the Africa Eco Race in the Ténéré Spirit Experience?
Nicolas Charlier: “I managed to finance it in two ways. Firstly with my partners who have followed me for several years in motorcycle competitions, through my passion for it. They did not hesitate when I told them about it. It was my childhood dream. And secondly through my work and my company which is active in the production of clothing in the motorcycle sector. I was able to share my dream with the people and companies with whom I work daily, who followed me in my project.”
An insider’s advice on raising funds
What advice can you give to anyone wishing to embark on this type of adventure to raise the necessary funds?
NC: “I think we must try to share our project, our dream and this adventure with as many people as possible, that is to say, let them experience our adventure from the inside through our participation. I think that rallying is still a dream for many people. Today this mainly happens through social networks.”
How can you best manage your budget to participate in an event like the Africa Eco Race?
NC: “One of the advantages of the Africa Eco Race and the Tenere Spirit Experience is that it is a little more accessible than some other long-duration rallies. This allows you to have an incredible experience, on an accessible motorcycle, in a professional structure for a little more than a third of the budget of another similar rally. Despite this advantage, it nevertheless remains a significant budget. I think that the important thing is to divide all the necessary budget items such as the rental of the motorcycle, the tyres and consumables budget, the team assistance, the transport to Monaco and the return from Dakar, the riding equipment, etc. Try to budget for each item and then perhaps present them item by item to potential partners. This allows you to present parts of the budgets that are more accessible and to have a roadmap for completing your budget.”
Finding sponsors and providing value
What are the best types of sponsors or financial backers for this type of project?
NC: “I think that there are several possible types. Firstly the companies that wish to live the dream with you, the adventure, the sporting objective of the rally, through your participation. It may also be relevant to present the project to a business group. But it is also possible to raise funds through events, such as support evenings, participation in local festivals, setting up a stand at events, trade fairs… Or even representing a charity.”
How can you provide some value to your sponsors when participating in a race and project like this?
NC: “I think of the shared values that these adventures represent, the accomplishment of a sporting and personal objective, the motivation, the challenge, the management of the effort and the machine. The adventure across 6,000 km of desert, the feat of arriving in Dakar makes it, I think, a unique project and experience. I think these values can be shared by an athlete or a company.”
Mutually beneficial two-way exchange
Do you have any advice on how to approach potential sponsors and make them a proposal?
NC: “First of all, share the dream and the adventure of arriving in Dakar with them, that’s the most important thing. Then it is important to consider each sponsorship as an exchange, that is to say offering something in return for the help granted to the project. Highlight the sponsors on the equipment, the motorcycle, offer communication on social networks, invite the sponsors to Monaco for the departure or arrival in Dakar. I think sponsorship must always be considered as a partnership.”
