Before we go into the process of how to get sponsored, I’d like to invite you to read this article to help you get your head in the right place to truly benefit from the more instructional content in upcoming articles. I hope that’s all right with you?

 

If not, go do a workout and join in again on the next piece - it will be much less touchy feely. But you never know, this might just change your life a bit.

 

 

How you look at sponsorship must be more than just trying to get something for free. You will need to have the right mindset and take the right approach to engage, maintain, and retain sponsorship. As you read my series of articles, you will learn how this is done, but attitude and action are key. An attitude of open-mindedness, generosity, and gratitude, teamed with taking action and pursuing your sponsorship goals - now that’s a winning combination.

 

Steps to Sponsorship

There are simple steps you can take to identify what your sponsorship needs are, who you can obtain sponsorship from, and what you have to offer them in return that makes it a great opportunity for companies to jump on board and sponsor you.

 

"We must be generous and grateful in our dealings with sponsors, and look at ways that we can enhance and develop our relationships with them. Give a little more than you get, and you’re setting yourself up for the future."

Sponsorship needs to be given the same approach as any type of relationship and requires the same fundamental elements of trust, communication, honesty, and mutual contribution and benefit. It’s a business relationship, but one that has some nice touchy-feely stuff happening, too. You know, all the nice stuff about being part of a team with your sponsors, about sharing the highs and the lows, and about sometimes developing true friendships.

 

Imagine you’ve just met someone. You think he’s attractive and has a lot going for him, so you ask him out on a date. No wait, the first thing you ask him is to commit to a long-term relationship with you, possibly with kids and a view to marriage. Sound a bit crazy? I agree. So why would you approach sponsors like this?

 

 

It's Business and It's Personal

Getting a sponsorship relationship going is about getting to know them (if you don’t already), finding out what they’re looking for, being clear in your own mind of what you’re looking for, and approaching the potential sponsor from a position of clarity and generosity rather then asking for help. Remember: you have commercial value to offer; you don’t need a donation.

 

"Sponsorship needs to be given the same approach as any type of relationship and requires the same fundamental elements of trust, communication, honesty, and mutual contribution and benefit."

Sponsorship is business. It’s strategic and commercial, but it’s also personal. It’s not uncommon for tears to fall during some of the work I do with athletes as they go through a range of emotions - from fear of rejection, to self-confidence when they realize their true value, to elation when they connect with their new sponsors. (Okay, the tears are often from me. I love this stuff!)

 

Think of sponsorships as a relationship that exists to provide mutually agreed benefits, and, like any relationship, if it’s nurtured it can develop into something valuable and long lasting. Conversely, if a sponsorship relationship is taken for granted and neglected or there is dishonesty, then it is unlikely to grow and more likely to end.

 

We must be generous and grateful in our dealings with sponsors, and look at ways that we can enhance and develop our relationships with them. Give a little more than you get, and you’re setting yourself up for the future.

 

 

Mindset Is Your Guide

So now, as we move you along into your sponsorship journey, we’re going to get into strategy, numbers, actions and proposals. But your mindset will remain the thing that guides you through the process in a way that supports your engagement of truly effective and meaningful sponsorships.

 

Open-mindedness, willingness, action, and gratitude. These will form the strong foundations of your activities moving forward.

 

Further Reading:

 

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