Sportybrains

For this post I thought I would address a question I am frequently asked by other athletes and their coaches/loved ones: how to go about gaining sponsorship. While I am by no means a marketing expert-I am not even a professional athlete- however, I have been fortunate over the past 5 years or so of being supported by several companies and have learned quite a bit along the way. Although the process is different for the true elite athletes out there, I hope to unpack a little on how this process often unfolds and what an aspiring sponsorship candidate can do to increase their chances of gaining support for their training and racing.

I began running for a local running store in Houston beginning in the Fall of 2009 which was followed by a large running shoe brand shortly afterward. Shortly after that, I added a nutrition sponsor to the fold. Being in my mid-20s and fresh out of graduate school at the time, running shoes and gear was a stretch to purchase and I found this quite helpful. After my specific program was cut last year, I was a "free agent" and honestly enjoyed being able to wear what I wanted and probably bought way too many pairs of shoes. Honestly, I was beginning to feel pressure to perform, stay healthy, and stay visible out in the community in order to keep my spot on the team. It wore on me some not having any new PR's. On the positive side of this experience, I made lasting friendships and got to do and see some amazing things.

In retrospect, with no fault on behalf of the company, I had the hardest time finding the right shoe that would accommodate my diamond-shaped feet and allow for my natural stride without "fighting" the materials. It was probably a blessing to be let go after the initial sting and ego hit after being dropped.  I could now find out what I really liked and what worked for me. The same goes with nutrition sponsorship. For the for the fall and spring of this year, I didn't think I wanted to be bound to the rules that come with running for a corporation.

I was starting to spend a lot on nutrition and had gravitated toward Honey Stinger; there was nothing in the ingredients that I could not pronounce and well, the stuff tasted really good! After inquiring and submitting my credentials, I squeaked in with them as the window closed for the year.

That changed after doing some homework and changing my "brand" (to put it very loosely as there are many more deserving athletes to do this) from just a racer to more of a community member of the sport/sport scientist with some racing thrown in. Obviously, not just any company would work and this is where Oiselle came into the fold. They have an amateur division developed for women driven both on and off the race course and have day jobs like me!

Oiselle actually wasn't a sudden thing as I had been communicating with the team manager and updating on races and projects for a few months before being accepted into the Volee (French for 'flyer') program this summer. So far, this is the happiest I've ever been with a sponsored running team. They have very nice gear, but their message is even better in empowering female athletes of all levels to push their limits. I also get to interact with teammates online and have the opportunity to connect with them in person at various times of the year-very much a 'team feel'.

Long-winded explanation aside, here are some things I have found that make one a worthy candidate for representing a company (or companies, as is the new trend a la Kara Goucher, Nick Symmonds, and others) :

1. Believe in what you wear/eat/post on twitter, etc. Myself and likely others have taken the first thing that comes along simply to have sponsored athlete status. Know what you're looking for and getting yourself into. It's pretty hard to pitch something that you don't really like or does not work as well as something else. If  it doesn't end up working out, might as well discuss with the program coordinator and move on-this is something I wish I would have done in the past. For example, my last nutrition sponsor had a LOT of artificial ingredients and colors, and I had trouble mentioning what I used in the company of my nutritionist and chiropractic colleagues. I think this is the most important part of having a lasting relationship with the companies you represent.  

2. Maintain a resume of your goals, past and current performances, and of course PR's. Along with those, be sure and list other activities in the athletic community. They aren't necessarily looking for you to volunteer at every race you're not running in or race every weekend, however, a well-rounded background is helpful. A good question to frame this around is "why would I be a good representative of this brand (or store, or club,...) "?  Most importantly-be honest, but don't sell yourself short or over think your qualifications. I never ran a step in a collegiate runner, however, don't feel that different from those that did as far as opportunity at the non-pro level goes.

3. Social media and blogging. Like the Brad Paisley song, I often feel like "I'm so much cooler online". But...there is no quicker way to get a message out. And for those who like to brag a little, this is great for that too! Talk about what you like and use every now and then on social media; but you don't have to be a cheese ball (yeah, just don't...). A good time to do this is around big workouts/personal accomplishments or races.

4. Deadlines and qualifications. Do your homework on what the company is looking for in an athlete representative and when and where to apply. If you can't find any links, simply emailing customer service for info on who to talk to often works. Note that some programs require faster times, more races, more community work than others and the length of sponsorship may differ.  Also know who the contact person is. A little internet research may be required, but it is fairly simple when you learn where to look. Away from the computer screen, ask others who have gone through the app. process what they found useful or important. Lastly, know the rules-"cheating" on your company is never a good idea!

Lastly, if for some reason you do not get an immediate response or spot, don't get discouraged. Continue to keep working and putting yourself out there!

There you have it: Sponsorship 101 by Adrienne. Something I once thought was unobtainable really can be just as simple as building relationships among the running community. So ask questions, train hard, be consistent and a good citizen of endurance sport! More questions? Feel free to ask.

Stay the course.