Sponsorships. It's something that many riders want, but few will actually receive. Many of you reading this are probably incredibly talented and you know it. You probably would enjoy the benefits of a sponsorship or two. Who wouldn't? It's great getting inexpensive gear and even better if you can pull a paycheck out of it. But, it's not as simple as just being a very, very good rider. You have to have a brand to go along with all that skill. Being sponsored means you have another job besides riding your bike: you have to help sell your sponsor's product and that goes way beyond what happens on two wheels.
Gully is known for being a pretty fun dude on and off the bike. No matter what's going on, he's probably going to make you laugh.As "corporate" as it may sound, branding is something that can be beneficial for not only companies, but athletes as well. As a former team manager for an action sports company, I used to receive emails and phone calls from athletes looking for sponsorship on a regular basis and my first question was always, "What are you doing to set yourself apart?" Often times I'd hear answers about filming, competition, and being a great ambassador. These answers aren't wrong by any means, but they're not unique enough for a lot of athlete managers to warrant a salary or sponsorship. Let's face it, if you're competing you need to be relevant at the highest level these days. Podium finishes are awesome. They bring a brand exposure and influence. While a 7th place finish out of a huge pile of competitors is undoubtedly a job well done, the impact of that placement falls off heavily after the podium steps end.
Kelly's wild hair makes it easy to identify him from afar.Being a brand ambassador is more than just riding a bike. Getting people stoked on the sport and your sponsors is key.So, what can you, as an athlete, bring to the table that companies will want to associate themselves with? Having some kind of characteristic that is memorable, so people will instantly recognize you in photos and videos, or resonate with you in person, is key. As random as it seems, having a unique trait is something that people can remember and associate with.
Athletes who do this well: Kelly McGarry and his wild head of hair. Kelly's hair may seem like just an insignificant trait, but it's instantly recognizable, and therefore makes him a marketable athlete. You always know who's in that distant photo because you always see his hair. Kelly rides for Diamondback, so that's an instant win for them, even if the ad is for Adidas. Brett Tippie and...well just being Brett Tippie. There aren't many people that are better ambassadors for the sport than Tippie. Always smiling, coaching, or hosting, he's a genuinely great face for the sport and for his title sponsor, Rocky Mountain. Geoff Gulevich is well known as being a really likable guy. Gully gets more media hits than most other riders simply because he's willing to put himself out there, he's willing to be different and quirky, he's easy to work with and he injects humor into pretty much everything he does. KC Deane is a dual sport athlete (bike and ski) and has massive social media following that companies love. While KC is still fairly new to the bike industry, brands recognize his cross-sport popularity mixed with a massive audience following his skills online. This is a great way to bring new people from different sports to the companies he's representing. The Athertons are fortunate enough to be the first family in biking. Each are world-class talents in their own right, but the Athertons are often marketed as a package unit because three elite riders showing off how great a brand's products are is better than one. You get the point. While top-level talent is paramount, these athletes have other ways of being remembered.
Brett Tippie is a big mountain pioneer who has managed to leverage his wild and fun personality into a long-term career. Rachel is probably the most marketable female rider in the world. Being a part of the Atherton crew, arguably the fastest woman on a bike, and extremely handy with the media are all traits that companies love.As an athlete, your number one job to your sponsors is to sell their product. Your second job is to be a mountain biking advocate to bring new people to the sport and keep motivating current riders. Different companies will prefer different styles of riding and personalities to represent their product, but exposure and marketability are two extremely important factors no matter who you represent. Your unique feature or trait is going to add to your marketability and desire for media to photograph you and include you in their videos because you're memorable and people recognize and remember you. This increases views on their videos and photos, making your exposure rise, and therefore pleasing your sponsors even more.
KC's post of this shot and one similar to his Instagram account received over 4,000 likes. That's to an audience of skiers, mountain bikers, surfers and photographers - all potentially interested in learning more about the sport.So, next time you're looking to pick up a new sponsor, think about what you can offer that is unique to you. Figure out how to turn this into something memorable and you'll already be ahead of the majority of athletes looking to get the attention of brands.
I feel that I work quite hard for my sponsors but this article has highlighted some things that I could do better, so thanks. :-)
Two of the best ways to get sponsored:
1. Win every race
2. Break the world record for biggest drop
It's so easy!
Oups! I guess it's not a dating site and I'm married with 2 kids anyway...
A PB T-Shirt maybe? Size Med. Please!
Merci
There are lots of sponsored riders who aren't always on the podium, look at wyn masters, ok in NZ and none WC races he still does pretty damn well but his got such a unique personality everyone wants to watch him anyway and his a great entertainer. Results obviously matter but as the article states marketability is number one for the sponsors.
When it actually comes to talking to people to sponsor you, make sure you offer ten times what your asking for, the treat yourself like a brand is exactly right study marketing, learn to talk to everyone, learn to be everywhere, "crush it" by Gary Vaynerchuk is a good start.
First thing to remember: THEY ARE DOING YOU A FAVOUR, NOT THE OTHER WAY AROUND! The quickest way off our team was to take advantage of the situation. Sponsorship was a give/take thing, we give you free stuff, you give us promotion. All take no give, you were off, it's really as simple as that.
My advise for anyone who wants to be sponsored:
1) Be an awesome guy/girl! Nobody likes an arsehole, so don't be one. Make yourself likeable and approachable, the brand is associated with you as a person, nobody is going to buy stuff if you're being a dick.
2) Promote yourself! This doesn't necessarily mean win everything. Make videos, pictures, write articles, get yourself out there, meet people, compete, race, shake hands, say hi, buy some beers to share with people etc etc. Social media is huge now too of course, use that to your advantage. That sticker on your bike or helmet is like a moving billboard that doesn't get taken down after a few weeks on the internet.
3) Promote the product! Don't thrust it down the necks of people, just explain it, how it works, how you feel it performs, promote the brand, the workers of the brand, the customer service you get.
4) NEVER put down another mans product. It just makes you look like a cock. Okay, don't go promoting it, but certainly don't put it down, explain why your product you feel is better, don't go saying "this fork is shit because it's flexy and it doesnt soak up bumps, my fork is way better", say "I believe that this fork has advantages over the other, it's small bump sensitivity is better and I feel there is less flex on the big hits, it just feels good!"
6) Presentation. NEVER turn up somewhere with a dirty bike, ripped clothes and smashed up components. Feel proud to promote a brand and people will warm to you. Would I be more impressed with a smashed to bits super-bike or a spotless cared for slightly lower end bike? Certainly the latter.
IMO, winning isn't the most important thing, though without a doubt it helps massively. It's better to come 5th and be the coolest guy on the circuit than 1st and be a douche.
To look at it another way, you aren't a rider, you are an AMBASSADOR, you are the front line for the brand, the person people see and get to meet. The give and take thing is so vitally important, the more give you give, the better it will be for you. People invest vast amounts of money in sponsorship, you have to make it worth while for them, because if you don't, then from a businesses point of you, you're not worth the revenue, and you're an easy buck to save on.
Best of luck to anyone who is after sponsorship, it's great when you've got it (and equally fun being the sponsor-er!)
I also have to do with sponsorship in another sport and you could not have described it better.
To your poinz that winning isn't the most important thing, I agree 100%. Look at Mr. Peaty, Mr.Ratboy or Mr.Gracia...3 out of the 4 top athletes at Santa Cruz are not winning (well 2 of them are legends! ) but they are cool, they look cool, always open to chat to the public (consumers) and devoted to their brand.
To all youth/up and comers: You must understand that a sponsorship is not a professional bike riding job. It's a professional SALES job. Learn how to be a good (professional) salesman and make your company money and they'll love you even if your results on the bike aren't as strong as others. Let me say that again: if you want a sponsorship, you need to show that you can make your sponsors money.
You see, motivational speakers and all that philosophy of business mumbo jumbo does not tell you what will be a good thing to do in the future, it only tells you what worked in the past. The only thing we learn from history is that no one ever learns from history. Not everyone is unique, face it.
The best advice I ever heard, was from Steve Peat: Don't waste time for getting sponsors, get into riding, train hard, learn skills, come to races, when the results come, sponsors will come to you themselves.
I can keep flats in the game haha.
This article is great though, Its a common question, I think the biggest misconception at least for young riders is they tend to think sponsors are there to serve you, like because they are fast the rider is doing the sponsor a favor and advertising the product, riders are there to serve the sponsor and sponsors give them the perks of cheap or free kit. Standing on the podium a few times a year with a monster can isn't enough, you need to be proactive about it.
I think its crucial to also seek out sponsors who you believe in, you want to honesty be able to say yes I recommend or yes I would use these even if I wasn't sponsored.
Now only if I can find myself a sponsor. :p
... and yet when we were all offered the opportunity to go on a recruitment training camp for a development race squad with pretty neat sponsors, one of them turns down the offer because of the NZD$120 (usd $100ish?) fee for three days accomodation and professional coaching on the grounds that "its stupid to pay for sponsorship. I mean, isn't that completely opposite of the point of getting sponsored?" Wonder why he isn't sponsored So on behalf of the douchbaggy teenagers out there (because they wont say this themselves), sorry about the cockiness.
Fairly sure the three day camps I have seen dh. Close if not into the thousands. I'd jump at the opportunity for a $120 fee.
Good article...
Even some of the top slopestyle riders are cutting below their paygrade, turning up at events and not riding because they don't like or agree with the course takes away publicity from their sponsors, always wearing a singlet and having half your teeth missing is also never going to get you sponsored by a big company no matter what your results - appearance and hard work is so important and definitely something the European contingent of slopestyle has yet to learn!
yup, lost respect for him and his 'brand' after his whining about not having fun at x-games, and not having the proper bike at rampage.
Sam Pilgrim has 53,900 likes, www.facebook.com/sampilgrimfanpage and links to his twitter and instagram right there at the top. He updates regularly and takes the time to comment back to fans. I spent a couple of days with Sam in Japan and he was a total pro with everyone and had no ego about him at all, none. I can't say that if I was 20 famous and flying around the world I would be anywhere near that level headed. Biggest thing I took away from hanging out with Sam for a couple of days was he said - I think you can make riding fun anywhere, its what you make of it. The next day I saw him pull a flip of a mound of dirt after putting a 20cm square piece of wood at the lip of the mound and securing it with twigs. You can see it here www.youtube.com/watch?v=81VwxG6HDuU I wish I could find a rider like Sam to sponsor locally but there is no hope of that.
It is an interesting question on weather riders should speak out about courses they don't like. It is easy for armchair heros like me to judge, but what kind of oversight is there?
A course like the Utah rampage, dangerous enough in perfect weather but if the wind is too much then who calls it off? The sponsors, riders or judges? I have no idea, but I have to say I can understand any rider looking at a windy 50ft drop and having second thoughts.
To make a career out of this takes time, me personally, I've only started to make money on my videos/photos that I have produced. Be patient and shoot everyday, sometimes doing things for free is the best way to start, sure it doesn't make you a ton of money in the beginning but you develop a personal relationship with the riders you work with. I started off shooting small local events and ended up meeting Brett Rheeder at one of them, I credit Brett with meeting all the other riders I work with and getting my foot into the door in this industry, but I also still have a long way to go to make it full time career.
Finally, be prepared to shoot other things outside of mountain biking, there are a select few that are able to shoot mountain biking full time and make money, these people aren't making millions either. Anthill films and Freeride entertainment both shoot lots outside of this industry. Be in touch with local photographers/cinematographers to get your name out there, who knows companies may want interns or assistants. It's like any other job, you don't come out of the gate making lots of money, but you benefit from being your own boss and having the opportunity to be creative everyday as well as being surrounded by subject matter that you love.
Cheers dudes
Personally with the cost of consumable parts like tyres, pads, rims and that sort of stuff racing would be so much easier with the help of a sponsor. Don't think these kids understand that
As far as I've ever been able to tell, persistence looks like it's at the top of things you need. Keep your face in front of the camera somehow & get it out there for people to see. If there's something they see that they like and/or hear, then you'll have good staying power, even long after your riding hasn't really been cutting it for sometimes 10 years or more. Like WTF happed to Super T Klassen? Here & gone like a fart in the wind. My guess is that when the reality set in, that a sponsorship involves more than just the reasons everyone wants one, it just wasn't worth it to him. It may be a priviledge but you gotta have the right stuff & that stuff ain't just skills on a bike. Sometimes it doesn't look like it has anything to do with riding ability at all. :/
(I know why I went to university and did some sciency stuff, this is all much too confusing for me.)
Thanks by the way for all the advice, I'm really taking it to heart and I think it will help me out a lot in the long run
Sorry, accidentally neg propped you there when I meant to add another
Oh, well thank you.
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