Taking one’s athletic endeavors to the desired level might require the support of one or more companies’ sponsorship programs. But finding sponsors can be a challenge for an athlete or a team, especially if one is unsure quite where or how to start the process. Below find some basic guidelines for how to craft an effective sponsorship proposal.
Creating the Sponsorship Letter
First, make a list of the qualities that set one (or one’s team) apart from other athletes. This list should include all awards and recognitions, but also, other aspects that distinguish an athlete, such as participation in community events, being a recognized leader in the local/regional sporting community, knowledge of and familiarity with particular products, and willingness to test products. From this list, create a one-page athlete or team resume.
Create a short introductory sponsorship letter. In one succinct paragraph, this letter should:
- Clearly state one’s intention in the opening sentence (“My name is __, and I am seeking sponsorship with your company.”)
- Briefly outline several key highlights from one’s resume (“I am an award-winning mountain biker well known in my community for my involvement in charitable events. My most recent awards include…”)
- Explain why one wants to represent the product while demonstrating intimate knowledge of that product that could only be gained by using it
- Sum it up by saying that one believes a partnership would be mutually beneficial to both parties, stating clearly what one wants in terms of sponsorship (product, funding, uniforms...)
- Close with a statement that says one looks forward to hearing back from this person, and that if one does not hear back in a specified time period (one to two weeks), one will follow up with an email or phone call.
Include several clear, quality photos of oneself or one’s team in action visibly using the company’s product, preferably in the presence of numerous other athletes.
Making the Sponsorship Proposal
Consider carefully which company’s products one wishes to represent or to have as a team sponsor, and why. Integrity and product loyalty go a long way. It’s also easiest to convincingly represent the products one believes are the best.
Next, find out who in the company is responsible for athletic sponsorship. This may require phone calls, online research, and persistence. Ask how this person prefers to be approached with a sponsorship proposal (i.e. mail, email, in person). Review the proposal with one’s teammates (or for individuals, have a friend or two review as well), and send it off.
Follow up after the time period specified in the letter has elapsed. If the proposal is rejected, unless planning to seek sponsorship elsewhere for a similar product, express continued interest in the product. Ask if a pro deal might be possible, and if it’s okay to stay in contact with updates on one’s progress. Be persistent without being a pest. Determination, demonstrated athletic improvement, and loyalty can pay off with a sponsorship later.
A final suggestion: Nothing beats a face-to-face introduction with the sponsorship coordinator. This can happen at an industry trade show such as the Outdoor Retailer Winter Market or at an athletic community event. Let that person know of one's interest in a sponsorship. Follow up afterward with the formal sponsorship proposal, reminding them of the personal meeting.
A Successful Sports Sponsorship
Submitting a professional sponsorship proposal containing a resume, photos, and a well-written sponsorship letter can help secure a sports sponsorship. Following these simple guidelines on how to get sponsored can pave the way to finding sponsors willing to support an athletic career.
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