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How to get sponsored and get the support you need
You don't have to be a pro racer to get support
Below is an article that was published on ATV Magazine's website in 2009. The Magazine and website are now defunct.
Sponsorships the truth, myths, and legends
January 28, 2009 by Jon Rhodig
Everyone dreams of a factory ride, but truth be told being sponsored is easier than you think.
Sponsorships are something that seems to be everyone’s goal. No matter if your a hardcore racer or the casual weekend warrior, being sponsored seems to be the holy grail (excluding winning a championship) in the action sports genre. It is no different in the atv world. But how do you go about getting one (or many). They just aren’t being handed out at every event, nor are agents beating down your door wanting you to sign with them. You know someone is getting sponsored because you see advertisements and logos everywhere. Why get sponsored? How did they get them? Who can get them? Whats involved with being sponsored? Read on, as in this article I will let you in on some of my wisdom from being a sponsored rider as well as a sponsored team. I will also try to break it down and answer those questions and do it in a layman’s point of view.
First we should define what a sponsorship is in its basic definition. “To sponsor something is to support an event, activity, person, or organization financially or through the provision of products or services. A sponsor is the individual or group that provides the support, similar to a benefactor.” (en.wikipedia.org/wiki/Sponsorship) One myth that most people think is that the word sponsorship means free, this is not entirely true. While some types of sponsorships can have free product or services defined within the contract, most of the time sponsorship means some type of support either contingencies, monetary or discount schedules. Sponsorships come in all shapes, sizes and colors meaning no two entities will support a rider in the same manor, but they do have a few things in common.
Application process, almost every company has an application process similar to applying to a job.
Contracts, nearly all companies will have you sign a contract. In that contract will be all the stipulations of the sponsorship. It will outline the responsibilities of the rider and the company sponsoring the rider.
Commitment, similar to what is outlined in a contract a company sponsoring a rider expects some commitment to attend various races or events in which there brand will get some exposure.
The following are some common misconceptions that people may have about getting and being sponsored.
Only riders that race on TV and get first place all the time get sponsored.
This is a myth. Almost anyone with a desire to be sponsored can get some sort of sponsorship. Whether you race in the National ATVA championships or just some local races you can be eligible for sponsorship.
Ok, I now know I can get sponsored, but why should I get sponsored?
Well the obvious reason would be to gain some support from an outside entity. As stated before sponsorships come in all kinds. Depending on the terms, a sponsorship can help curb costs of racing and riding events/races. Sponsorships can also be helpful in building a resume’ for future racing endeavors.
What does it mean to be sponsored? What are the responsibilities?
Well your specific responsibilities will be outlined in the contract you sign and or the commitments you agree upon. There are however some common themes that all sponsorships share. Being professional and presenting yourself in an appropriate manor, remember in most cases your part of the marketing plan for the company that is sponsoring you. Attending many events or races. Sponsors want their brand name out in the public, the more you do this the better you will look in their eyes and prospective sponsors eyes. Consistency is key, you don’t have to be winning races to be consistent, even if you only place in the bottom 1/3rd as long as your always out there riding and fulfilling the commitment your sponsor will be happy.
Alright hotshot! You make it sound so easy, how does one acquire these sponsorships?
Well not to discourage anybody but getting worth while sponsors does take some work. As you may have already notice there are rarely any “scouts” out at the race tracks just looking for the next big thing. Rarely does anybody just pop onto the scene with a factory ride, most have to work for it, just like you. The best places to start are with some of the sponsorship websites such as Hookit and MXsponsor. Real Motocross is a website that mimiks Facebook but includes nice features like a resume builder and companies that put up sponsorship offers. These are like social networking sites that companies belong to and accept applications through. They both require a fee to apply for unlimited sponsorship requests, but what is really worth the money is you can build a page with your resume’, photos, and other media that prospective companies can view. The key with these types of sites is you will only get out what you put in, don’t expect a company to take you seriously with just a photo and a grammatically incorrect explanation of yourself. Take your time and really take the time to “sell” yourself with words on a page.
Not all companies register with websites such as Hookit Network or MXsponosor. Those companies usually have their sponsorship contact information listed on their website. Some prefer emailed resumes and some require postage mailed in resumes with photos or other media. What ever the form of contact, be sure to do the work and provide the required material. Also provide the best cover letter and resume’ you can. A professional looking cover letter could be the difference between you and someone else getting the support, because most moto specific companies get thousands of applications every season. You want yours to stand out from the rest of the applicants.
A hybrid concept of Hookit Network is Team VRM (http://www.teamvrm.com/). They procure the relationships with many companies and riders that get accepted into their program then get all the benefits that Team VRM has negotiated with all the companies they have relationships with. Basically you apply with them and its like getting accepted by 15 or more companies. In my opinion its one of the most cost effective ways to reduce the costs of racing.
One of the other ways to attract a sponsor is to do some cold calling of non-moto type companies or even local businesses. This is by far the most work but sometimes you can reap great rewards. When cold calling you first have to explain to the company what sponsorship is and why sponsoring a rider would benefit their business or brand awareness. It may take several meetings with them because the company has never thought about using marketing/advertising dollars in such a way. This is where being a good communicator and promoting yourself are key. You have two main goals, first sell them on the idea of sponsorship, second sell them the idea that you should be the one sponsored.
Remember all those English and speech classes you took in high school and college, here is where it all can pay off. Sometimes the non-moto companies that you cold call are the ones that will give you the best support, the one thing to remember with all of this is make sure the company gets more exposure and exceed their expectations, doing so will increase the chances of you being carried on for the next season and possibly even more active support.
Well now I think I have it, but what types of companies or sponsorships should I look for?
This is entirely up to you, but if your ultimate goal is to build some sort of racing career you should focus on acquiring sponsors from companies that can provide practical products or services. For example you might want the “prestige” of say a Monster Energy or DC shoes sponsoring you but in all respects getting free or discounted drinks or shoes probably won’t offset the cost of racing too much. Focus on companies that provide things like tires, air filters, oil, or hard parts. Discounts with companies like those can really offset the costs of racing making it easier for you to race more events and build your resume’ as well as get the exposure you want.
Lastly, is there any other helpful advice you can give?
I think sponsorships are great motivation tools, especially for children and youths. It can give them confidence, give them goals to work for, responsibility of representing their favorite brands as well. They also can emulate their favorite riders by having sponsors like the big guys.
The best advice I can give is to learn to self promote. Talk yourself up and really sell yourself. Try to create a “hook” that can make you stand out in the myriad of other riders out there. Be outgoing and put yourself out there, not just on the racetrack but in every aspect of your life. Don’t be afraid to ask, you will never get anything if you don’t ask. Be ready for rejection, face it your not Tim Farr or Bill Ballance, you ARE going to get rejected a lot in this process, don’t let it get you down. Along the same line, be humble and keep that ego in check, sure everyone likes to think they are “hot stuff” but face it someone is always better than you.
Of course I could go on and on trying to “coach” for every type of situation but it would be impossible. Hopefully this gives you a basic idea about sponsorships and how to go about it. My goal is to get people who thought sponsorship was not for them, get inspired to put a resume together and put it out there. Feel free to contact me, I would love to help you be on your way to being a sponsored rider!
For further reading checkout this link.
What is sponsorship? by Robert Villegas Jr.
Any time you can grab some printed media exposure will always help. Head on over to the MEDIA APEARANCES page for examples of me and my team's accomplisments.
Sponsorships the truth, myths, and legends
January 28, 2009 by Jon Rhodig
Everyone dreams of a factory ride, but truth be told being sponsored is easier than you think.
Sponsorships are something that seems to be everyone’s goal. No matter if your a hardcore racer or the casual weekend warrior, being sponsored seems to be the holy grail (excluding winning a championship) in the action sports genre. It is no different in the atv world. But how do you go about getting one (or many). They just aren’t being handed out at every event, nor are agents beating down your door wanting you to sign with them. You know someone is getting sponsored because you see advertisements and logos everywhere. Why get sponsored? How did they get them? Who can get them? Whats involved with being sponsored? Read on, as in this article I will let you in on some of my wisdom from being a sponsored rider as well as a sponsored team. I will also try to break it down and answer those questions and do it in a layman’s point of view.
First we should define what a sponsorship is in its basic definition. “To sponsor something is to support an event, activity, person, or organization financially or through the provision of products or services. A sponsor is the individual or group that provides the support, similar to a benefactor.” (en.wikipedia.org/wiki/Sponsorship) One myth that most people think is that the word sponsorship means free, this is not entirely true. While some types of sponsorships can have free product or services defined within the contract, most of the time sponsorship means some type of support either contingencies, monetary or discount schedules. Sponsorships come in all shapes, sizes and colors meaning no two entities will support a rider in the same manor, but they do have a few things in common.
Application process, almost every company has an application process similar to applying to a job.
Contracts, nearly all companies will have you sign a contract. In that contract will be all the stipulations of the sponsorship. It will outline the responsibilities of the rider and the company sponsoring the rider.
Commitment, similar to what is outlined in a contract a company sponsoring a rider expects some commitment to attend various races or events in which there brand will get some exposure.
The following are some common misconceptions that people may have about getting and being sponsored.
Only riders that race on TV and get first place all the time get sponsored.
This is a myth. Almost anyone with a desire to be sponsored can get some sort of sponsorship. Whether you race in the National ATVA championships or just some local races you can be eligible for sponsorship.
Ok, I now know I can get sponsored, but why should I get sponsored?
Well the obvious reason would be to gain some support from an outside entity. As stated before sponsorships come in all kinds. Depending on the terms, a sponsorship can help curb costs of racing and riding events/races. Sponsorships can also be helpful in building a resume’ for future racing endeavors.
What does it mean to be sponsored? What are the responsibilities?
Well your specific responsibilities will be outlined in the contract you sign and or the commitments you agree upon. There are however some common themes that all sponsorships share. Being professional and presenting yourself in an appropriate manor, remember in most cases your part of the marketing plan for the company that is sponsoring you. Attending many events or races. Sponsors want their brand name out in the public, the more you do this the better you will look in their eyes and prospective sponsors eyes. Consistency is key, you don’t have to be winning races to be consistent, even if you only place in the bottom 1/3rd as long as your always out there riding and fulfilling the commitment your sponsor will be happy.
Alright hotshot! You make it sound so easy, how does one acquire these sponsorships?
Well not to discourage anybody but getting worth while sponsors does take some work. As you may have already notice there are rarely any “scouts” out at the race tracks just looking for the next big thing. Rarely does anybody just pop onto the scene with a factory ride, most have to work for it, just like you. The best places to start are with some of the sponsorship websites such as Hookit and MXsponsor. Real Motocross is a website that mimiks Facebook but includes nice features like a resume builder and companies that put up sponsorship offers. These are like social networking sites that companies belong to and accept applications through. They both require a fee to apply for unlimited sponsorship requests, but what is really worth the money is you can build a page with your resume’, photos, and other media that prospective companies can view. The key with these types of sites is you will only get out what you put in, don’t expect a company to take you seriously with just a photo and a grammatically incorrect explanation of yourself. Take your time and really take the time to “sell” yourself with words on a page.
Not all companies register with websites such as Hookit Network or MXsponosor. Those companies usually have their sponsorship contact information listed on their website. Some prefer emailed resumes and some require postage mailed in resumes with photos or other media. What ever the form of contact, be sure to do the work and provide the required material. Also provide the best cover letter and resume’ you can. A professional looking cover letter could be the difference between you and someone else getting the support, because most moto specific companies get thousands of applications every season. You want yours to stand out from the rest of the applicants.
A hybrid concept of Hookit Network is Team VRM (http://www.teamvrm.com/). They procure the relationships with many companies and riders that get accepted into their program then get all the benefits that Team VRM has negotiated with all the companies they have relationships with. Basically you apply with them and its like getting accepted by 15 or more companies. In my opinion its one of the most cost effective ways to reduce the costs of racing.
One of the other ways to attract a sponsor is to do some cold calling of non-moto type companies or even local businesses. This is by far the most work but sometimes you can reap great rewards. When cold calling you first have to explain to the company what sponsorship is and why sponsoring a rider would benefit their business or brand awareness. It may take several meetings with them because the company has never thought about using marketing/advertising dollars in such a way. This is where being a good communicator and promoting yourself are key. You have two main goals, first sell them on the idea of sponsorship, second sell them the idea that you should be the one sponsored.
Remember all those English and speech classes you took in high school and college, here is where it all can pay off. Sometimes the non-moto companies that you cold call are the ones that will give you the best support, the one thing to remember with all of this is make sure the company gets more exposure and exceed their expectations, doing so will increase the chances of you being carried on for the next season and possibly even more active support.
Well now I think I have it, but what types of companies or sponsorships should I look for?
This is entirely up to you, but if your ultimate goal is to build some sort of racing career you should focus on acquiring sponsors from companies that can provide practical products or services. For example you might want the “prestige” of say a Monster Energy or DC shoes sponsoring you but in all respects getting free or discounted drinks or shoes probably won’t offset the cost of racing too much. Focus on companies that provide things like tires, air filters, oil, or hard parts. Discounts with companies like those can really offset the costs of racing making it easier for you to race more events and build your resume’ as well as get the exposure you want.
Lastly, is there any other helpful advice you can give?
I think sponsorships are great motivation tools, especially for children and youths. It can give them confidence, give them goals to work for, responsibility of representing their favorite brands as well. They also can emulate their favorite riders by having sponsors like the big guys.
The best advice I can give is to learn to self promote. Talk yourself up and really sell yourself. Try to create a “hook” that can make you stand out in the myriad of other riders out there. Be outgoing and put yourself out there, not just on the racetrack but in every aspect of your life. Don’t be afraid to ask, you will never get anything if you don’t ask. Be ready for rejection, face it your not Tim Farr or Bill Ballance, you ARE going to get rejected a lot in this process, don’t let it get you down. Along the same line, be humble and keep that ego in check, sure everyone likes to think they are “hot stuff” but face it someone is always better than you.
Of course I could go on and on trying to “coach” for every type of situation but it would be impossible. Hopefully this gives you a basic idea about sponsorships and how to go about it. My goal is to get people who thought sponsorship was not for them, get inspired to put a resume together and put it out there. Feel free to contact me, I would love to help you be on your way to being a sponsored rider!
For further reading checkout this link.
What is sponsorship? by Robert Villegas Jr.
Any time you can grab some printed media exposure will always help. Head on over to the MEDIA APEARANCES page for examples of me and my team's accomplisments.