Anyone who is in a public position of influence, no matter how small scale,
has the ability to partner with a corporate sponsor. Direct access to consumers,
particularly consumers who are united around a specific interest, is valuable to
companies with products and services to sell. If the event in which you
participate is covered by the local cable channel, newspaper, or special
interest magazine, your chance of securing a sponsorship is even better.
Big sponsorship dollars are reserved for unusually high-profile
competitors–for example, teen snowboarding phenoms or championship hot rod
drivers. For the rest of us, sponsorship compensation will likely be free or
discounted product from the supporting company. Skateboarders need protective
gear, wheels, and other accessories. Marathon runners need athletic shoes and
sportswear. When you're buying gear or equipment anyway, sponsorships can reduce
your out-of-pocket costs.
One thing to keep in mind: if you are competing in amateur sports events, you
may be subject to restrictions on the acceptance of money or product from
sponsors. Research this thoroughly before pursuing any corporate relationships.
Start by checking your rule book or asking the governing organization in charge
of the events.
Choosing Companies to Approach
Without an organized framework, the sponsor search can be complicated and
time-consuming. Your highest probability targets are those companies that
provide products or services related to your activity or interest. What
companies want from their sponsees (that's you) is access to people who are
potential purchasers of their products or services. For example, a tofu company
wants access to vegetarians and a baby stroller retailer wants access to
pregnant women. Conversely, a wheelchair manufacturer has no interest in
triathletes.
A few basic tips will help you focus in the right direction:
Think about the activity in which you participate and make a list of the
products/services you use. If you train or prepare for events, include the
products/services you use in training as well.
Think about your fellow sportsmen or hobbyists. How are they similar? Do
they enjoy certain activities together? For example, fine wine enthusiasts often
enjoy gourmet foods as well. Make a note of those activities and what types of
products and services they require.
Think small. McDonald's and Coke aren't potential targets. Instead, look in
the phone book for local, independently-owned companies that either make or
supply the types of products you use.
Think about the people you know. If you know any small business owners, talk
to them about the programs they use to grow their businesses. They just might be
interested in partnering with you.