This document provides tips for finding sponsors for your dream race. It recommends choosing a niche event that is relatively unexplored so you can be the first to attempt it. Plan the event with at least 1.5 years of lead time and aim for a budget between Rs. 2-5 lacs. Crowdfunding and corporate sponsorship are suggested as funding options. Corporate sponsorship requires strong credentials, accountability, and customized deliverables. Media management is critical to provide sponsors coverage and build your running credentials. Proper logistics, contingencies, and handling potential failure are also discussed.

1. How to find a sponsor for your dream race.....
@GirishMallya

2. Overview – Girish Mallya
 Sportsman, blogger, writer & media professional
 Mumbai-based endurance runner for 14 years, have completed several
marathons and multi-stage self-sustaining ultra marathons
– Only Indian national to have successfully completed the Marathon Des Sables, one
of the toughest footraces in the world
– Have also done 200km and 300km Randonneurs endurance cycling races &
completed two triathlons
 Written on endurance running, cycling & technology articles for Popular
Science India, Bike India & Sports Illustrated India
 I have been quoted in Times of India, Economic Times, Hindustan Times, Mid-
day, DNA, Nav Bharat times, Men's Health, Outdoor Journal, Runners for Life
and other publications/portals with respect to running and fitness
 Featured on IBN Lokmat, Star Sports, Reporter Live, Times Now, Radio Mirchi
& Radio One
 Motivation speaker - addressed audiences at Akanksha, Merck, Wipro & Puma

3. Digital profile
 Profile - http://about.me/girishmallya
 Klout score – 60, Influential about marathons, running, Bombay & India
 Blog – www.girishmallya.blogspot.com
 FB – www.facebook.com/girishmallya
 Twitter - @girishmallya
 Linkedin - http://in.linkedin.com/in/girishmallya
 Pinterest - http://pinterest.com/girishmallya/
 G+ - girishmallya@gmail.com
 Tumblr - http://girishmallya.tumblr.com/
 Youtube http://www.youtube.com/user/ultramarathon
 Soundcloud https://soundcloud.com/girishmallya
 Instagram – www.instagram/girishmallya

4. Sell yourself as a product!
 Think of yourself as a brand
 Learn to package & market yourself
 Create a unique identity – appearance, approach & more
 Network
 Leverage your strengths
 Associate with a cause (similar to CSR)
 Be responsible

5. How to choose an event
 Ideally find a niche or event which is relatively unexplored
– Be the first to attempt it!
 Conduct extensive research on the event
 Find runners who have participated in the past through social
media & other forums
 Plan something with 1.5yr + lead time
 Ideal budget Rs. 2-5Lacs (anything beyond Rs.10Lacs, gets
exponentially difficult to find sponsors)

6. Funding Options
 Crowdfunding
 Corporate sponsorship

7. Crowdfunding
 Default option for most
 How it works
 Why?
 Pitch & deliverables
 Association with a cause
 Platforms available

8. Corporate Sponsorship
 Glamorous but extremely demanding
 Usually needs an agent/sports management company
 Credentials and credibility
 Extreme accountability & milestone based
 Usually in kind
 Customised solutions and deliverables required
 Preferred skills – appearance, public speaking, writing skills, media
relations, networking....
 Limited scope (Sports apparel/shoes, wearable, nutrition,
foundation, current employer, media brand, etc)

9. Media management
 Media coverage – Most critical deliverable
 Build extensive cross media social presence
 Build strong running credentials, to build believability
 Use Social media & running network to connect with sports
journalists and mainstream media
 Use of PR consultant/agency, especially of sponsors

10. Logistics
 Acclimatization
 Travel – OTA v/s travel agent
 Stay – Airbnb, Couchsurfing, Youth hostels
 Visas & transits
 Insurance
 Luggage allowances
 Contingencies

11. How to handle failure?
 Be honest
 Complete your contracted deliverables
 Propose a follow up plan
 Salvage what you can
 Provide alternate deliverables

12. Endorsement deals
 2013-14 sponsors included - Sportizen (sports ecosystem
company), Apollo Tyres and Puma
 For 2014-15 I currently have Puma and Sportizen
– Giant Cycles is sponsoring the cycle for Ironman
– Malaysia Tourism for Langkawi Ironman
– Focusing on long term sponsorship associations instead of
event based tie-ups

13. Let’s Talk!Let’s Talk!
Twitter - @girishmallya girishmallya@yahoo.com +91 9820304517