This article provides tips and guidelines on how to partner with companies to obtain free product or funding. Also known as sponsorships, these partnerships are used by athletes and hobbyists to support their activities in their area of specialty.

For the Weekend Hobbyist or Competitor: Getting Corporate Sponsorships

It is a common misconception that sponsorships are only provided to athletes who compete in high-profile events. In reality, almost anyone who regularly participates in public activities has the ability to obtain free product or, in some cases, even funding from corporate sponsors.

Perhaps you compete in local skateboarding or snowboarding shows. Or you may teach cooking classes, organize museum trips, or manage a car enthusiasts' club. If you are in contact with others who are united around similar interests, sponsorship opportunities may be available to you.

Sponsorships: An Investment, Not A Gift

Traditionally, sponsorships are used by professional athletes and motor sports teams as a means of funding their competitive activities. In return for this funding, high-profile personalities provide their sponsors with valuable brand exposure. From the perspective of the sponsor, the money spent on sponsorships is generally considered a marketing investment rather than a gift or donation. This is an important distinction: Sponsoring companies do not give away money or product, but trade them for brand exposure.

An extreme example is NASCAR racing: Reputable drivers command millions of dollars to place a prominent logo decal on their racecars. The corporate justification for the expense is brand exposure. That racecar functions like a television commercial: over time everyone who watches NASCAR, on TV or at the event itself, becomes familiar with that logo. The effect is magnified by the many interest groups, web sites, and magazines that circulate photographs of popular racecars.

In the last 20 years, sponsorships have become an increasingly popular way for companies to let the public know about their products and services. As consumers continue to avoid commercials through DVRs and satellite radio, companies have to find new ways to make their products visible to the public.

Generally, sponsorship marketing benefits the consumer and the corporation. With corporate funding, events and competitions simply have more to offer. In Los Angeles, we have the Staples Center and the Home Depot Center. Without the ample corporate funding of Staples and Home Depot, Los Angeles sports teams and fans would be limited to less modern, less expansive facilities. On a smaller scale, think of a local 5-K run fundraiser that partners with a bottled water manufacturer. The water company provides refreshments to competitors in return for having its logo placed on the finish line banner.