Corporate Sponsor...what to ask for

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2009-09-16 11:12 AM

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Subject: Corporate Sponsor...what to ask for
For those that have been sponsored by a company, what clothing, accessories, etc. did you ask for? What did they provide you?

Tri-top, tri-shorts, running shorts, racing singlet, hat, visor, water bottles, what else if anything?

The way I see it I will be a swimming/biking/running billboard for them with thousands of people lining the course. It would be the most inexpensive way to advertise to a large group.

2009-09-16 11:34 AM
in reply to: #2409602

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Subject: RE: Corporate Sponsor...what to ask for
Depends on the nature of the corporation. My bike shop, for example, gives me pretty decent discounts. My employer (bank) recently paid an entry fee for me.

Bigger question might be why would they choose you as that "swimming/biking/running billboard for them" rather than any of the hundreds of other triathletes in your area. Decide what you could give them before asking what they could give you.
2009-09-16 11:58 AM
in reply to: #2409602

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Subject: RE: Corporate Sponsor...what to ask for
Thank you for the response. I have a built-in relationship with them as I do all the marketing and advertising work for the mortgage company that is their strategic partner. Other than that, sure, there are others in the area that would get them more coverage because they will finish on the podium.

What I would be willing to do is wear clothing that displays their company, logo, etc. while training and racing. My intention beginning next year is two marathons, a century ride, three to five tris. Most of the events are heavily attended (1000s) and would be a cost effective way to reach a demographic that is mainly compromised of home owners. Because I will be participating in events across the state of WI (they are a statewide real estate company), each regional office could choose to support me in that event or not.

My other option is to get clothing with my own company's info on it - I do sales training and help companies setup effective sales/product training programs. That might be a better option actually.
2009-09-16 2:37 PM
in reply to: #2409602

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Subject: RE: Corporate Sponsor...what to ask for

What do THEY need and how does their sponsorship of you help THEM meet THEIR needs?  Don't be so sure that you are the most cost-effective solution to reach the triathlon spectator/participant demographic. 

Have you decided how many sponsors?  (Exclusivity may command a premium.) 
If multiple sponsors, what is the relationship between sponsorship level and logo placement? 
What are you willing to do to protect their image and reputation? 
Do you rebate part of their sponsorship if you cannot race (or cannot complete the race)? 

I've highlighted the big one.  How can you assure them that your actions (at any time) will be difficult to misconstrue by some malcontent?  Do you roll through stop signs when you're out on training rides?  Will you if you're wearing their logo?  How about the expression on your face when you're 2/3 of the way through the run?  Will you still be smiling?  Is it acceptable to walk instead of run?  How much are you willing to check your attitude, even if you're "out of uniform"? 

If you can lay out a good proposal that covers these and the 5000 other issues, you can ask for a lot. 

2009-09-16 2:55 PM
in reply to: #2410066

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Subject: RE: Corporate Sponsor...what to ask for
McFuzz - 2009-09-16 2:37 PM

Have you decided how many sponsors?  (Exclusivity may command a premium.) 
If multiple sponsors, what is the relationship between sponsorship level and logo placement? 
What are you willing to do to protect their image and reputation? 
Do you rebate part of their sponsorship if you cannot race (or cannot complete the race)? 

How about the expression on your face when you're 2/3 of the way through the run?  Will you still be smiling?  Is it acceptable to walk instead of run?  How much are you willing to check your attitude, even if you're "out of uniform"? 



I can see myself now...mile 24 of a marathon waving like I won the pageant. That would be awesome. I am a level-headed guy that does not get crazy. I have fun, but don't get out-of-control ever, I do stop at all stop signs, I smile and wave at everyone I pass or come across while training, and generally, if they are willing to belly up to the bar and pay for gear and entrance fees, then yes, I owe it to them to put my best face and effort forward...always positively.

For example, I ran harder than I wanted last night because ahead of me I could see a woman that was struggling during her run. I did that so I could give her some encouragement and tell her she looked great and to keep it up. The look on her face and instant improvement in body language made it all worth it.

In a similar light to what you responded, I have been a salesman at many trade shows around the country for a few companies and was always amazed at how many of the other sales people acted when out at night. Do they not think clients are watching?

Thanks for your comments and I will be sure to bring these points up if it ever gets that far.

2009-09-16 6:41 PM
in reply to: #2409602

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Subject: RE: Corporate Sponsor...what to ask for

Here's what we get:

  • clothing (4 cycling kits (i.e. shorts, jerseys, skinsuit) and arm warmers, leg warmers, booties)
  • helmet
  • bike less than cost
  • bars
  • powder, tablets for drinks
  • race entries
  • some travel expenses for out of town races
  • cereal

So I guess these are sort of typical things. I know others who've received sunglasses and other sport specific items. I never had to approach anyone for sponsorship though. We have a team manager who gets the sponsorships. Some sponsorship is from individual companies (i.e. bar manufacturer, drink mix manufacturer) and some is from the LBS that is our title sponsor (i.e. bike deal, helmet, clothing, etc.)

2009-09-16 6:44 PM
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Subject: RE: Corporate Sponsor...what to ask for

I should add, that our sponsors take our race resumes/team resume into account which lists placings, but in addition to placings, they take other things into account, like being a good ambassador to the sport. This could be things like supporting events, like events at the bike shop or charity rides, or training in your clothing. We also provide the sponsors with promotional photos.

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