Sponsorship 101
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Sponsorship 101






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Sponsorship 101 Sponsorship 101 Presentation Transcript

  • Sponsorship 101 Ryan Kuhn PerformX Racing [email_address]
  • Why get sponsored?
    • Get free stuff
    • Offset costs of sport participation
    • Industry networking
    • Media promotion through brand affiliation
    • Bragging rights
    • Get paid…if ever
    • Key: know what you want and why you should get it
  • What do companies want?
    • To sell their product!
    • You are an advertising investment
    • Competition results, important but…
    • Other activities – media exposure, videos, articles, volunteerism
    • Business leverage – how do you hook them up?
    • Image – are you what they want to be?
  • Ways to get sponsored
    • Letters of inquiry (cold calls) and résumés
    • Word of mouth and reputation
    • Friends and contacts
    • Company “partners”
    • Events/Races
    • Retailers (shops)
  • Levels of sponsorship
    • Local retailers – the “pro” deal – go talk to them
    • Company-direct “pro” deals
    • Factory support – free stuff, travel
    • Team support – free stuff, travel
    • Paid athlete – salary, employee
  • The Cold Call – getting your foot in the door
    • Send a letter/email of inquiry – brief, concise!
  • Follow up with a personal note/cover letter and résumé
  • Résumé: clean, tight, one doc
  • Résumé : insert pics
  • The Cover Letter
    • Key considerations:
    • Demonstrate knowledge of their product and market
    • Don’t repeat what’s in your résumé – refer to it but use the cover letter for more; keep it one page
    • If event/race results are your selling point, use the letter to highlight what you offer off the track/course etc.
    • This is your first impression so make it a good one – proof read (ensure all grammar and spelling is correct!), be concise and have someone else look at it before you fire it off.
  • Foot in the door – now what?
    • Know what you’re asking for, because that’s the first thing they’ll ask you
    • Be realistic – if you’re not top 5 in the biggest events or a video hero, don’t expect to get paid or even receive free gear
    • If you’re asking for product remember this is product placement (marketing) for them…it’s an investment, not free swag
    • Listen to their queues – what are they looking for and how could you provide it?
  • So you’re hooked up, now what?
    • Sponsorship is often a long-term affair, so deliver!
    • Provide regular updates to sponsors on activities and events – show what you’re doing
    • Consider a monthly newsletter to update all sponsors at once
    • Leverage exposure – use one company’s event to highlight other sponsors
    • Be professional – sometimes it’s not how big you go or how many spins you can do, but how cool you are off the track/course etc.
    • Modern media – make it your friend – through self-edit vids, pics, social networking, etc.
  • Other options:
    • Sponsorship websites such as Sponsorhouse, Hookit.com, etc.
    • Outside the industry sponsors – hard to come by but who knows
    • Distributors – sometimes you can get product without a factory-direct deal
    • Word of mouth – enough can’t be said about who you know. As knowledge of you grows in the industry, this is the ticket.
  • Last thoughts:
    • Always be professional and courteous
    • If denied, be polite – they’ll remember it when you apply next year
    • These are tough economic times and many companies are “hanging on” to see what happens; don’t be discouraged if nothing comes of the process
    • With or without sponsor support, you’ll learn a lot and make contacts, which bodes well for future opportunities