Obtaining a sponsor is one of the key challenges faced by many athletes. A well-chosen sponsor can significantly contribute to career development by enabling financing of training, participation in competitions or promotion in the media. Here’s a step-by-step guide on how to effectively get a sponsor.
1. Understand what you are looking for
Before you start looking for a sponsor, you need to clearly define your needs and goals. Answer the questions:
What support do you need? (financial, hardware, promotional)
What is your marketing potential and reach?
What values do you represent as an athlete?
Your offer should meet the needs of the sponsor, so you need to know well what you can offer in return.
2. Create a professional portfolio
A portfolio is an athlete’s business card that allows potential sponsors to get to know you better. It should contain:
Information about you: sports achievements, experience, mission.
Statistics and numbers: social media reach, competition results.
Future plans: sports goals, events you plan to participate in.
Cooperation offer: specific benefits that the sponsor will receive (e.g. logo on clothing, mentions in the media, participation in advertising campaigns).
It’s also a good idea to record a short video introducing yourself as an athlete and your aspirations.
3. Find the right partners
Not every sponsor will match your image or discipline. Search for companies that:
They operate in industries related to your discipline (e.g. manufacturers of equipment, sportswear, dietary supplements).
They are local (e.g. small and medium-sized companies from your city).
They want to reach a similar target group as you represent.
Make a list of potential sponsors and learn as much as you can about their marketing strategy.
4. Prepare a personalized offer
Your cooperation proposal should be tailored to the needs of a specific sponsor. For example, if a company wants to increase visibility in social media, offer dedicated posts and stories on your profiles.
It is important to show how your cooperation will affect their business – it will increase sales, strengthen their image or reach new customers.
5. Make contact and introduce yourself
Contact decision-makers in the company. This may be the marketing department, PR or the person responsible for sponsorship.
Write a professional email, briefly introducing yourself and your proposal.
Attach your portfolio and specific benefits of potential cooperation.
Be prepared for a phone call or meeting during which you will talk in detail about your plans.
6. Build relationships and stay in touch
Sponsorship is a long-term cooperation based on mutual trust. Inform your sponsor regularly about your progress, results and successes. You can send:
Reports on the implementation of activities (e.g. number of posts in social media, reach).
Photos from the competition showing the sponsor’s logo.
Acknowledgments and public mentions in the media.
Maintaining good relationships increases the chance of continuing cooperation in the future.
7. Use social media
Social media is one of the most important tools in building an athlete’s personal brand. Regularly publish posts related to training, competitions, and the promotion of your sponsor. Engage your followers by organizing competitions, Q&A or live broadcasts.
8. Be professional
Your cooperation with a sponsor is like a business partnership. Always keep your promises and deadlines. Remember about:
Transparency in reporting activities.
Engaging in sponsor projects, such as events or advertising campaigns.
Representing values that are consistent with the sponsor’s brand.
Summary
Obtaining a sponsor is a process that requires planning, commitment and appropriate preparation. The key is to create a valuable offer, build relationships and be consistent in your actions. Remember that each cooperation should be beneficial for both parties – you develop your career, and the sponsor gains image and business benefits.
We wish you good luck in getting the support you want!