- Lifter Rankings
- Power Rankings
- Powerlifting Meets
- Meet Results
- Powerlifting Records
- All-American & World Teams
- Fantasy
- Powerlifting By State
- Powerlifting By Country
- Compare Federations
- Powerlifting Gyms
- Powerlifters
- Classifieds
- College Powerlifting
- Recent News
- Submit News
- Polls
- Add Meets
- Powerlifting Supplements
- Powerlifting Gear
- Contact
- Siff
- Zatsiorsky
- Kelso
- Kelso
- Hatfield
- Hatfield
- Todd
The A, B, C's Of Securing Sponsorships
Submitted by jon on October 10, 2007 - 7:21am.
Shawn Lyte, who sponsors a number of powerlifters, gives some advice on how to approach a sponsor, what they look for in an athlete, and what you should expect from that relationship.
Sponsorship is an investment, not an entitlement, donation or gimme. If you want a business to invest in you, present them with your best product as well as short-term and long-term plans. Just like any other business investment, sponsors want to see, know and feel confident about what they're getting for their money.
What does a lifter bring to the table for the prospective sponsor?
What does a lifter's name or image mean beyond their federation and the sport?
How much business does/can the lifter generate for the sponsor?
Being top in their class, division or federation is not going to mean significant numbers (if any) to the sponsor.
Damn near everyone outside of bodybuilding can name at least two bodybuilders, but almost no one outside of powerlifting can name a single powerlifter. Ask around and people will say, "that big polish dude! I saw him on ESPN!"
If a lifter is marketable within the sport (Cieri, Lewis, Mendelson, Conyers, et al), then the sponsors are more likely to put into them. However, for sponsors who do not specialize in or focus on powerlifting, the lifter must have crossover appeal and ability. Lifters like Sam Byrd, John Brown, Victor Clark, Eddie Debus and Matt Warren gush marketability from the moment you see them. Others may have to be positioned and packaged for such, but the potential is there for many if they would see sponsorship as the business opportunity that it is.
Also, if a lifter is business-savvy or at least not stuck on selfish, they will be open to suggestions and concepts from sponsors to help raise more awareness and exposure of the lifter, thus the sport. Limit yourself and you limit your opportunities.
When approaching a prospective sponsor, have a resume or full promo kit ready in addition to a polished pitch. If they can't see appealing numbers in what you're presenting, you won't get a second shot at it should they deny you.
One of the best and most reliable ways to get sponsorship is to create your own venture to generate capital for your training and competitive endeavors. As long as you just look to and for others to take care of it, you're at the mercy of their perceptions and decisions, thus have to accept what they give - if anything.
...I think that most lifters who complain about lack of sponsorship know what it takes, but just choose to decline unless or hold out until they can get it on their own terms.
BMF Sports is sponsoring Ben Etringer for the PL Worlds because he's open to options, easy to work with, has a good head on his shoulders, and is a damn good lifter to boot! If this trial run works for both sides, we'll sponsor him through 2008 and look into other young genetic freaks like Greg Nuckols and Robert Samsa. Not only do they have the numbers within the sport, but the potential to generate numbers outside the sport, which is what corporate sponsors look at.
Something else lifters need to think about, if they're looking for support from national companies, is that they're going to have to compete nationally - not just in one of the 187 backyard federations' "national" meets. If they want to stay local, then they should approach local businesses for sponsorship.
In the past, there had been resentment (and amusing allegations) about certain drink companies' support of 100% RAW events I ran here in IL while the companies have refused to sponsor the sport and any lifters. What made my little meets different from bigger ones in bigger federations with better known lifters? It's in the networking and developing productive, progressive relationships - two things that seem to be alien to this sport.
There are sponsors out there for everyone. Really. If a lifter isn't getting what they want, they need to reassess what they want, what they have to offer, what they're willing to do or not do, and what they actually intend to do with whatever they get. Speaking of whatever they get, GRATITUDE is something else that seems to be so sorely lacking throughout this sport, and those on the outside see that, thus are apprehensive - if at all willing - to entertain investing in lifters.
Maybe if more lifters would think more of the sport and less of themselves on occasion, the sport will be presented, represented and seen in a better light, making it more attractive and appealing to the companies that currently pump 10's of 1000's into skateboarding and street luge.
» quote
