2023 June Sponsorship Seminar: Why Brands Sponsor

Sponsors look for authenticity, character, and how well an athlete represents their brand values. They want to know who your other sponsors are (as those brands have already vetted you), how you behave behind the scenes, and whether you'll represent their brand well at podiums, trade shows, and public appearances. The intangibles matter as much as the tangibles - are you a good person who will do what you're supposed to do when it counts? Sponsors also look at what athletes do outside of competition, how they inspire their community and peers, and whether they genuinely use and believe in the product.

Coming in through the front door without any referral almost never works. You need to build relationships first - if you can't get anyone to endorse you, sponsors question why they should want you representing them. Start by connecting with athletes who are already sponsored by your target brand and ask them for advice. Develop relationships with people who might recommend you. If you're approaching a brand, don't pitch right away - instead ask specific questions or seek advice. Referrals from people the brand already knows and trusts are essential for getting past the first round of consideration.