Are you a talented, dedicated, and committed athlete? Do you achieve notable success during competition season? Do you have attributes that set you apart from other athletes? Are you able to maintain a professional image at all times?
Do you want to be sponsored?
Sponsorships provide a means of securing financial support, products or services from companies that see value in associating themselves with an athlete. These mutually beneficial agreements allow athletes to get support while in return the sponsor brands are able to achieve positive exposure, visibility, and associations with the athlete’s image and achievements.
Sponsorship comes in many forms and the benefits provided include financial support, product endorsement, branding and exposure, marketing and advertising opportunities, participation in sponsor events and career development and support.
Securing a sponsor can be a significant source of support for athletes as they are able to pursue their athletic endeavors with fewer financial constraints.
The question is, how do you get sponsored?
There are a combination of steps you can take to increase your chances of getting sponsored. Here are my top three:
- Be the best – how good can you be at your sport?
You must showcase yourself as a dedicated and committed athlete willing to go the extra mile, while also already achieving and continuing to have the potential to achieve greatness in the near future. This notable success demonstrates your excellence amongst other athletes and proves to be a paramount foundation for attracting sponsors.
- Be professional – what sets you apart from other rowers?
Sponsors are interested in athletes that can represent their brand positively and so look for athletes with not only outstanding performances, but respectful, admiring, humble, gracious behavior, language, and appearance.
What image do you want to project to potential sponsors? Develop a professional image that sets you apart from your peers; give them many reasons to choose you because remember, this is a two-way relationship: once sponsored, you become the face of their brand, a large part of their visibility among their target audience.
- Be proactive and patient
You must research potential sponsors that align with your values and be proactive in your search. Clearly communicate the value that you bring to their brand and how this partnership can be mutually beneficial.
I must stress the importance of how you must reach out to the sponsors, and be persistent as this is one of the main reasons as to why many athletes fail to get sponsored: they are waiting until a sponsor approaches them. However, it doesn’t have to be that way and many sponsors appreciate the demonstrated commitment you would show by being proactive in your search for sponsors.
It is also important to ensure you find a sponsor that matches with your values and beliefs.
The Colgan Foundation, founded by Sean. P. Colgan and a current sponsor of Leander Rowing Club, has become a significant source of support for rowers. Their philanthropic vision is channeled towards supporting athletes, students, scientists, mentors, Catholic clergy, war veterans and many others and they have been doing so since 1995. Their efforts have made and continue to make an impact around the world, with rowing being at the core of the Colgan Foundation. For many of the women at Leander, they have been a paramount factor in assisting their development as rowers. Joined by his wife, surgeon and conservation expert Dr Bibi Colgan, a rower herself, has changed the lives of many, providing reinforcement and being a pillar for many of the athletes at Leander Rowing Club and all around the world.
Sponsors can make all the difference in an athlete’s life, so I urge you, don’t be afraid to ask brands for sponsorship with small or large demands. Be persistent, and proactive and once you achieve it, get ready to reap the benefits.
Good luck.
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