It really depends on your sport and at what level you are competing. If you're one of the best in a sport that routinely attracts sponsors, undoubtedly you have already been approached. If you're an up-and-coming athlete in the same sport, but aren't well-known, you're going to have a hard time, though it can be done. If you're a beginner or are in a sport with few fans, it will be very difficult. Here are examples of different athletes who have received some sort of sponsorship deal:
Getting Focused on Sponsorships
Before you start your search, you are going to have to ask yourself the following questions:
1. Why do you need/want a sponsor?
Money is the obvious answer. But it isn't good enough. No one
wants to give you money just because you want it or think you
need it. In order to convince an individual or a corporation to
sponsor you, you're going to have to know precisely how that money
is going to make a difference in your training and you need to
be able to convey this when you ask for money. In addition, you
have to understand and be able to state why you are a better candidate
for sponsorship than another athlete.
2. What are your goals and how will sponsorship help you
achieve them?
Although there's nothing wrong with participating in sports simply
because you want to, if you're soliciting money, you need very
specific goals in mind. They don't have to be huge, but they do
have to be definable. You need to be able to tell a potential
sponsor that, for example, your goal is to win a specific competition
or set a new record. You need to show that you are serious, motivated,
and organized.
3. How long will you need sponsorship?
Letting your potential sponsors know how long you will continue
to train or how long you will need their support will help prevent
misunderstandings. By defining some limits, you won't make them
feel as if they are throwing money into a bottomless pit. By telling
them your goals and timetables, they will able to work with you
and set up a sponsorship schedule. Example:
Sometimes both athlete and sponsor agree to a short-term arrangement. Example:
Occasionally athletes are able to find long-term sponsors. Example:
4. How much do you need?
You should be prepared to spell out how much you need to continue
training. If you don't, and as a result, you run out of money
and are forced to quit prematurely, your sponsors are going to
feel frustrated that they poured money into a doomed project.
"It's irritating when an athlete calls and asks for more
money or product when the initial request was supposed to cover
their needs. Companies have budgets that must be met and they
like to know where they sit ahead of time. Little requests here
and there add up and can hurt an athlete's chances for obtaining
sponsorship the next year," said Chris Clinton, with Sachs
Bicycle Components. (9)
By telling sponsors realistically how much you need, you give them the option of declining the sponsorship or increasing it to the level necessary to achieve success. Example:
It is also important for you to tell your sponsors the difference
between what a barebones budget will buy versus what a more generous
one can achieve. If more money means that you get more training
and better equipment, they might want to increase their donations.
But if it means you'll be able to fly first class instead of coach,
they might not.
5. What do you have to offer a sponsor?
Size up potential sponsors before you approach them. What are
their needs and can you meet them? Businesses sponsor athletes
to enhance their images and to gain visibility for their products.
Therefore, be prepared to explain how sponsorship will contribute
to those goals.
Individuals sponsor athletes to feel helpful and to participate
in the sport. Be prepared to express gratitude and to share your
sports-related experiences with them. Noted Steve Williams about
his relationship with his sponsors, "Wrestling is not a glamour
sport. There is no pot of gold at the end of wrestling. It is
just about people helping someone reach a goal. It has become
their goal, too." (10)