The topic of “sponsorship” in multisport has been discussed
repeatedly across venues from magazines to forums ever since I became active in
the sport(s) some three years ago. There
is a lot of variability in thinking/feeling (the latter being more decisive) on
the topic, and for what it’s worth, I figured I would share my thoughts based on recent experiences working with a small number of
companies in the industry:
Yes, I am an amateur athlete (e.g., I do not have a pro
card) and am "sponsored" by a few companies...although I do not like
to think of the arrangement as a "sponsorship" but more of a
partnership or symbiotic relationship. I can't say what it is like among
the pro ranks because I do not know, but I can say way too many amateurs have a
mindset that they are super-fast, finish well, and therefore companies should
be sending them free and/or heavily discounted product. In my opinion, this
just isn't how it works. For one, in this day and age, way too many guys are
super-fast and finish well so "standing out" because of good results
is likely harder to do than it was in the past. And far more
important, results are just one dimension of a total athlete that matter to
companies, and for many companies in the industry, results may fall behind other
things such as: prevalence and reputation in the multisport community,
knowledge about their brand and product(s), and motivation and skills to communicate.
Sure, maybe some folks will see a logo on Craig Alexander's kit/blog and decide to try a product because of it, but unless you are Craig Alexander, even if you are killing it in
the AG ranks, generally a conversation occurs about a logo on your kit/blog
prior to someone trying it. So yes, while results matter, they are just part of
the equation, and if anything, more often than not a conduit to shine as a spokesperson.
In my partnerships, I am so fortunate to get...comped and/or discounted product
from the companies that I partner with, and I think this is the case for many
age-groupers as I don't know of a single amateur who is getting cash, and it is my
understanding that even just a minority of pros have cash sponsorship deals. Going into
details about these arrangements would actually go against the spirit of a true
partnership since to companies, athlete partners are likely thought of as parts of a broader marketing toolkit, and no companies that I know of openly share their marketing
strategies with each other.
What I give...is a combination of multiple things that
hopefully work together to help my partners out much like they help me out.
First and foremost, I give an honest opinion about the products, and only use
them if I think they work. Athletes that chase deals because they think it
"sounds cool to be sponsored" makes *no sense* to me and epitomizes
the sometimes negative stereotype thrown at triathletes. So the first thing I
give is an endearing personal endorsement of a product because I use it and
believe it works. After and because of that true personal endorsement and belief
in the product(s), I share my experience with others in the triathlon community
that could benefit and think of myself as an ambassador/spokesperson [in my
triathlon circle, which is different from Craig Alexander's] for the companies
I partner with. This involves writing product reviews and small-talk at my Masters
swim group, on group rides, and at the track. As you'll see on my blog, I also post links to company websites, and use other social
media vehicles (e.g., Facebook and Twitter) to help get the word out about
these products. Finally, I wear their logo's on my body (e.g., on my Kit) at
races, and strive for great results. That said, and as I mention above, I don't
think anyone has ever tried out a product because they saw the logo on my
uniform, but multiple people have asked me about a product because of this...which gets to the role of the importance of being a good spokesperson.
As an aside from helping in a marketing/branding role (as
outlined above) I also try to act as a product-development and strategy
consultant, constantly giving feedback on products (both based on my experience
and what I am hearing from others) and also offering business ideas that are
spurred from what I observe day-to-day "in the field." It's so great to
work with companies that really value this type of engagement too, as some of
these ideas have lead to a website re-design, new newsletter generation, etc.,
etc. Truth be told, I don't think I would be nearly as much of an asset to companies that didn't engage with their athletes in this manner.
So, to make a long story short, it's all about a partnership
and mutually beneficial relationships, and as an athlete, it is important to see results as just
a part of the equation. Make no mistake, when I evaluate myself as an athlete
about the only thing that matters is how fast I go on race day...but when I
evaluate myself as a brand ambassador, this is one factor among many. The good
news is, I don't think very many companies look down upon good results...so the
two most certainly go hand-in-hand.
