How to find a sponsor

Getting a sponsor is a step all professional players take on their road to the top. However, for most players who are not among the top players in the world and don’t have contracts lining up for them, it can be quite difficult to find a sponsor. For some, sponsorship deals are a way to get the newest clothing, and for others a necessity to continue performing at their best level. In this article I explain how you still can increase your chances of finding a suitable sponsor.

What do you have to offer?

Most of the time we think about what we can GET from sponsors, but this is the wrong way to go about it. You should start thinking first of what you can offer the sponsor. What can a sponsor gain from helping you? Is it purely a good cause, or can you help their business flourish as well? Make it about a partnership more than a one-sided sponsorship. Can you give their brand exposure? Or can you be an ambassador of their products? Think about what the brand needs from you, before you think the other way around.

Improve your offer

So, once you figure out what you can offer to brands, you should think about how you can increase this and make yourself more valuable as a partner. One of the easiest things you can do, and is important for almost all brands, is having a strong online presence. So, you should manage your social media accounts as professionally as possible, or if you want to keep your private life and sports career separate, make new social media accounts for your fans (and foes) to follow. This will make it more convincing once you are talking with a potential partner that you can give them the exposure they are looking for. Besides social media, you could also have your own website and write some news about what’s going on in your career. Almost all brands like exposure, and the more you can get of it before meeting potential sponsors, the easier the conversation will be. Also think about the matches you are playing and if this gives the brand the exposure they are looking for. If possible, change the places where you compete or play more tournaments if this gets you more exposure.

What are you looking for?

Alright, now to the fun part. Think about what you need from a sponsor. You might think just a big sum of money, but for most sponsors this just won’t cut it. If you need something it is easiest to find brands already making these products to sponsor you since it is cheaper for them to provide and it shows their products being used by an athlete. You could need clothes, transport, money for tournament fees, food, whatever. Just keep in mind that different things work better with different sponsors.

Finding the perfect match

Now that you are clear on what you have to offer and what you need, it is time to find a suitable sponsor. This is easier said than done. But to have the best chances of success you should think carefully of the previous steps and find the right businesses. If you can offer great exposure to students because you play at a university level, think about contacting brands that are looking for new employees on a university level. If you need money for flights, think about approaching travel agencies or aviation companies. Some sponsors are harder to reach than others, and it makes it easier to contact someone in your network who is already in business or working with this company you are looking for. But if you make sure you know exactly what you are looking for and can tell it in a compelling way, there is a chance some brands give you the benefit of the doubt.

How to approach?

The best way to approach a sponsor is not always the same, but in most cases the more personal your approach is, the better. Walking into a business and talking to the owner is better than calling, but calling is still better than sending an email. But be aware, this can become very time consuming. So only focus your in-person visits to brands you think you have the best chance of success at. Once you have decided on the method, and start to approach the sponsor, you should have done your homework in advance. You should know  what the brand wants, who you are talking to, and what you have to offer them. When meeting the potential sponsor for the first time, make the step to help you out as small as possible. Once they have taken the small step they are already invested in you as a (sports) person, and this makes the next steps easier.Don’t go for the big contract in your first meeting.

Be realistic

For getting a sponsor the rule of big numbers applies. You should remember that it does not matter if you get 100 noes, you only need to get the one yes. Don’t give up trying if you know you have something valuable to offer. And, this should be a no-brainer, but keep on training hard. As mentioned at the start, sponsors are more likely to come themselves if you are a top player. If you don’t need a sponsor to make ends meet, then don’t bother, and just focus on being a better player. Start learning the split step for example! Nine out of ten times it's easier to work a job for 4 hours a week than to find a sponsor who offers more money. Be realistic, most players don’t need a sponsor, but a job.