What is Sponsorship?

Sponsorship is a mutually beneficial relationship where an athlete receives support from a business or brand in exchange for promoting their products or services. It's not just a donation or handout, it's a strategic partnership that requires both parties to put in effort to nurture and grow the relationship over time.

While the short-term benefits might include some gear or financial support, the long-term effects, such as career development and increased visibility, can outweigh those immediate perks.

The Different Types of Sponsorship in Sport

There are several ways brands or businesses may choose to support you as an athlete, but the most common types of sponsorships include:

• Financial: This is the classic sponsorship, where a brand provides monetary support for your training, travel, and competition costs.
• Product: A brand might provide you with their products (e.g. sports kit, apparel, supplements, or other equipment) at no monetary cost to you.
• Service: For athletes, these usually include things like physiotherapy, massage, or access to training facilities, saunas, or recovery centres.
• Affiliate: Some sponsors might offer an incentive structure, where you earn rewards or commissions based on the sales you generate for them.
• Ambassador: Ambassadors represent the brand publicly, engaging with the business' marketing campaigns, social media, and sometimes appearing at events, in return for products or financial backing.

Each type of sponsorship offers its own kind of boost. What matters most is knowing what you need right now, whether it's funding, gear, or exposure, and how to pitch yourself to make it happen.

How to Become a Sponsored Athlete

You don't have to be the fastest or most accomplished athlete out there to secure a sponsorship deal.

Often, being vocal about your journey and showing your personality can be just as valuable as performance. The key to finding the right sponsor lies in having clear goals, a strategic approach, and understanding what sets you apart from other athletes.

To Do:

1. Identify your needs:

Before reaching out to potential sponsors, it's important to understand what you're looking for. Do you need financial support to cover competition costs? Access to better equipment? Or perhaps services like physiotherapy or massage therapy? Be clear about what you need from the sponsorship, as this will shape your approach and help you target the right organisations.

2. Identify potential sponsors:

Sponsors don't have to be directly involved in sports. Look at brands or services you already use, like your go-to equipment or local businesses that align with your values. Look into local or family connections to business, and think about how these organisations could benefit from partnering with you.

3. Do your research:

Now that you've identified potential sponsors, dive deeper into understanding their brand. What are their core values and marketing strategies? Do they have employee wellness programs or initiatives that tie into your athletic journey? Knowing how their brand aligns with your personal image and values will help you present a compelling pitch.

Crafting Your Proposal

Once you've done your research, it's time to create a clear, professional proposal. This should outline what you can offer as a sponsored athlete and what you're asking for in return. Highlight your strengths, achievements, and future goals, and explain how partnering with you can benefit the brand. This could be anything from strong local ties and community involvement, to an engaged social media following, or being a role model in your sport - even if you're not at the elite level yet. Just like when pitching your story to local media, you want to be concise, focused, and showcase your unique selling points.

Before sending the proposal, make sure you've had some prior communication with the potential sponsor and aren't just emailing out of the blue. Seek out opportunities to connect with them, whether that's online or in-person at networking events. Depending on the type of organisation, you could even visit a store or branch to introduce yourself to the owner and chat about your endeavours. Establishing rapport first can make a big difference to your success.

Social Media and Online Presence

Set your social media accounts up to impress potential sponsors. A strong online presence with engaging, well-branded content will make it easier for organisations to envision you as a valuable representative for their products or services.

Competing as a Sponsored Athlete

Once you secure a sponsorship, it's essential to uphold your end of the deal. Represent your sponsor well both in person and online by showcasing their products, attending events, and creating content that aligns with their brand. A key part of the partnership is maintaining a positive relationship with them, so always make sure to stay in touch with your sponsors and keep them updated on your progress. By nurturing the connection, you may be able to keep the business by your side throughout your athletic career.

For example, you could share your sponsor on your ASF fundraising page, where you can fundraise further, connecting your sponsorship to other financial opportunities.

Just as sponsorship is a possibility for athletes competing at all levels, so is fundraising with ASF. Start today to begin managing your fundraising efforts easily and securely.