Advertise on Bikeforums.net



User Tag List

Results 1 to 16 of 16
  1. #1
    Senior Member CanadianBiker32's Avatar
    Join Date
    Jul 2012
    Location
    Canada
    My Bikes
    Maxim, Rocky Mountain, Argon 18, Cervelo S2 Team
    Posts
    298
    Mentioned
    0 Post(s)
    Tagged
    0 Thread(s)

    How Does One Get Sponsors?

    How does one get sponsors?

    Do only the fast riders and who ride pro/elite levels able to get sponsors?
    Or is it possible for someone in amateur class riding who likes to do more racing, who is over age 30 to get sponsorships?
    This is racing in citizen class , perhaps intend to do local racings, and national ones like the National Ultra Endurance Series etc.
    Overall just like an idea of how does one get a sponsorship and requirements?
    thanks

  2. #2
    Long Distance Cyclist Machka's Avatar
    Join Date
    Jan 2003
    Location
    I ride where the thylacine roamed!
    My Bikes
    Lots
    Posts
    36,688
    Mentioned
    13 Post(s)
    Tagged
    0 Thread(s)
    Cycling clubs are sometimes connected to a bicycle shop ... bicycle shops have clubs or a club might make a deal with a shop ... and if you're a member of the club, you can get 10% off stuff in the bicycle shop.

    So your first step might be to join a club.


    As for individual sponsorship, my impression (when I was racing) was that you've got to be good ... winning races, achieving something of note.


    You might ask this question in the Racing forum ... they'd have a better idea of current practices with regard to sponsorship.

  3. #3
    Formerly Known as Newbie Juha's Avatar
    Join Date
    Mar 2002
    Location
    Helsinki, Finland
    Posts
    5,182
    Mentioned
    0 Post(s)
    Tagged
    0 Thread(s)
    I'm moving this to Road Racing (from General Cycling). Carry on...

    --Juha, a Forum Mod
    To err is human. To moo is bovine.

    Who is this General Failure anyway, and why is he reading my drive?


    Become a Registered Member in Bike Forums
    Community guidelines

  4. #4
    soon to be gsteinc... rkwaki's Avatar
    Join Date
    Oct 2010
    Location
    getting photographed by rockets...
    Posts
    8,115
    Mentioned
    11 Post(s)
    Tagged
    0 Thread(s)
    Generally speaking sponsorship money comes with results and exposure. It also depends on geography.
    I have heard some outlandish sponsorship deals from guys but generally speaking the faster you are the more you can expect.

    As mentioned earlier joining a club or team is a good starting point.

    Where abouts in Canada are you? Rbart can probably direct you a little in the east, Enthalpic in the west.
    "if you ride it the way it's meant to be ridden there's no way any wife is less of a ***** than a bicycle." - gstein

  5. #5
    These Guys Eat Oreos Creatre's Avatar
    Join Date
    Jun 2010
    Location
    Atlanta, GA
    My Bikes
    Yes
    Posts
    3,028
    Mentioned
    2 Post(s)
    Tagged
    0 Thread(s)
    Flex.
    Category 2 | | Velogames BikeForums Leagues: 1st - 2012 Veulta, 1st - 2011 Vuelta, 2nd - 2013 Vuelta, 3rd - 2012 Giro, 4th - 2012 TdF

  6. #6
    Senior Member topflightpro's Avatar
    Join Date
    Jul 2007
    Posts
    2,618
    Mentioned
    2 Post(s)
    Tagged
    0 Thread(s)
    All of my sponsorships come through my club.

    We have a bike shop sponsor, which gets us stuff at about 30 percent off retail.
    We have a clothing sponsor for custom clothing and discounted socks.
    And then we have a bunch of local businesses who tossed cash at the team to have their names on our jersey. It's mostly a tax write off for them as they really don't get any business out of it. In fact, one of the sponsors didn't even want his business name on our jersey this year. Instead, he wanted a graphic he created - a skull with a mohawk and the words "No Mercy."

    My wife, on the other hand, has an individual relationship with Specialized, which provided her with a bike, helmet, shoes, gloves and a couple of kits. That's in addition to her normal cycling team deals.

  7. #7
    Super Moderator
    Join Date
    Feb 2007
    Location
    Tariffville, CT
    My Bikes
    Tsunami Bikes
    Posts
    11,784
    Mentioned
    9 Post(s)
    Tagged
    0 Thread(s)
    Sponsors come in two flavors:
    1. Loves cycling, just wants an excuse to spend money to see their logo/name on a kit.

    Usually this is a rider who also happens to own a business, or whose employer decides that part of that employee's expense could be some money thrown at a bike team. Typical are the sponsors of a club I ran many years ago - the car place was owned by a rider's dad. The tooth place was run by a rider. A watch sponsor signed on because a rider's wife was a rep for that company.

    The sponsor doesn't expect to get anything out of it. This kind of sponsor might be good for a small club. It also works for ultra-huge teams, like BMC (Andy Rihs, of Phonak, also owns BMC) or Mapei (whose owner was a cycling fanatic).

    The best place to get this kind of money is from a high level executive in a large company. For example I imagine a Google or Yahoo exec has quite a bit of petty cash in their budget. Think about a dinner out with clients - they might drop $5-10k for a dinner for 4 or 6 people. That's petty cash money, it's just sort of part of their budget. If you can convince an exec that spending the dinner money on a club or race is better then you might be able to tap into those forgettable budgets.

    2. Actual business sponsor.

    This kind of sponsor wants a return on their money. Go to your local bank, ask for $10k in sponsorship. They'll ask you, what will you get me? If you can show them that you'll get, say, 10 times as many eyeballs on their logo if they give you the $10k instead of taking out 10 ads in local papers then they might give you the money. Figure around here a typical newspaper might have a 100,000 circulation number, so 10 ads is 1,000,000 pairs of eyeballs (at least in terms of marketing). Now think of how you'll get 1,000,000 pairs of eyes on the bank's logo. If you can do that with a cycling club and you can prove it then you'll probably get sponsorship. I tried getting sponsorship from a bank and that's the response I got from an understanding manager.

    Another example - go to a large corporation, like a GE or similar. A lot of times they'll give you, say, $50k, no problem, with one catch - you have to donate the same amount to a charitable organization. It's not really sponsorship, right? Or is it? It's basically seed money to earn more than $50k so you can use the change to cover costs or even make money. This is how it worked a little while ago (I approached GE).

    So how do you get sponsorship? Find a cycling nut who can throw $500 or $1000 your way. The guy that drives the S8 to the group ride might want to put his favorite business on the jersey, or maybe just a bird or his son's artwork or something. Whatever, if you can make it work then so be it. One of our sponsors was a nightclub owned by a really serious mountain biker. He didn't like TV so he had a "No TV" logo (TV with the red circle and slash through it) on our jerseys. That's what he wanted and he paid for it.

    Or figure out what kind of market your club would appeal to and go to those business. The guy that shows up on the club ride driving his landscape business pick up truck, see if he'll sponsor the club. See if there are riders who use a landscaping business for their home or business and see if they'll switch. Do you meet at a coffee shop every Saturday morning? See if they'll throw something your way. Etc.

    Look around the parking lot when you do a club ride. Do you see a lot of Lexus/Acuras? Pick up trucks? Big SUVs? Approach a Chevy dealer, say, look, when I look around our group ride parking lot I used to see a lot of Suburbans but now I'm seeing cars like the Prius. You want to sponsor our club? $1000 to the club to be on our jersey plus a substantial discount on Suburbans or any other Chevy. We all ride $3000-10,000 bikes so a $50k Suburban is not out of reach, it's just they need an excuse to buy one. What do you say?

    It's easy to get sponsorship if you make that business money. It's harder if you can't show that they'll make way more money back then they give you.

  8. #8
    powered by Racer Ex gsteinb's Avatar
    Join Date
    Jun 2005
    Location
    teh Jersey
    Posts
    15,635
    Mentioned
    0 Post(s)
    Tagged
    1 Thread(s)
    sponsors are rarely actually sponsors. clubs get 'pro deals' which, best case is stuff at wholesale prices. more often than not guys get roped into buying crap they don't want or need, because there's a name on their jersey.

  9. #9
    soon to be gsteinc... rkwaki's Avatar
    Join Date
    Oct 2010
    Location
    getting photographed by rockets...
    Posts
    8,115
    Mentioned
    11 Post(s)
    Tagged
    0 Thread(s)
    Quote Originally Posted by carpediemracing View Post
    Sponsors come in two flavors:
    1. Loves cycling, just wants an excuse to spend money to see their logo/name on a kit.

    Usually this is a rider who also happens to own a business, or whose employer decides that part of that employee's expense could be some money thrown at a bike team. Typical are the sponsors of a club I ran many years ago - the car place was owned by a rider's dad. The tooth place was run by a rider. A watch sponsor signed on because a rider's wife was a rep for that company.

    The sponsor doesn't expect to get anything out of it. This kind of sponsor might be good for a small club. It also works for ultra-huge teams, like BMC (Andy Rihs, of Phonak, also owns BMC) or Mapei (whose owner was a cycling fanatic).

    The best place to get this kind of money is from a high level executive in a large company. For example I imagine a Google or Yahoo exec has quite a bit of petty cash in their budget. Think about a dinner out with clients - they might drop $5-10k for a dinner for 4 or 6 people. That's petty cash money, it's just sort of part of their budget. If you can convince an exec that spending the dinner money on a club or race is better then you might be able to tap into those forgettable budgets.

    2. Actual business sponsor.

    This kind of sponsor wants a return on their money. Go to your local bank, ask for $10k in sponsorship. They'll ask you, what will you get me? If you can show them that you'll get, say, 10 times as many eyeballs on their logo if they give you the $10k instead of taking out 10 ads in local papers then they might give you the money. Figure around here a typical newspaper might have a 100,000 circulation number, so 10 ads is 1,000,000 pairs of eyeballs (at least in terms of marketing). Now think of how you'll get 1,000,000 pairs of eyes on the bank's logo. If you can do that with a cycling club and you can prove it then you'll probably get sponsorship. I tried getting sponsorship from a bank and that's the response I got from an understanding manager.

    Another example - go to a large corporation, like a GE or similar. A lot of times they'll give you, say, $50k, no problem, with one catch - you have to donate the same amount to a charitable organization. It's not really sponsorship, right? Or is it? It's basically seed money to earn more than $50k so you can use the change to cover costs or even make money. This is how it worked a little while ago (I approached GE).

    So how do you get sponsorship? Find a cycling nut who can throw $500 or $1000 your way. The guy that drives the S8 to the group ride might want to put his favorite business on the jersey, or maybe just a bird or his son's artwork or something. Whatever, if you can make it work then so be it. One of our sponsors was a nightclub owned by a really serious mountain biker. He didn't like TV so he had a "No TV" logo (TV with the red circle and slash through it) on our jerseys. That's what he wanted and he paid for it.

    Or figure out what kind of market your club would appeal to and go to those business. The guy that shows up on the club ride driving his landscape business pick up truck, see if he'll sponsor the club. See if there are riders who use a landscaping business for their home or business and see if they'll switch. Do you meet at a coffee shop every Saturday morning? See if they'll throw something your way. Etc.

    Look around the parking lot when you do a club ride. Do you see a lot of Lexus/Acuras? Pick up trucks? Big SUVs? Approach a Chevy dealer, say, look, when I look around our group ride parking lot I used to see a lot of Suburbans but now I'm seeing cars like the Prius. You want to sponsor our club? $1000 to the club to be on our jersey plus a substantial discount on Suburbans or any other Chevy. We all ride $3000-10,000 bikes so a $50k Suburban is not out of reach, it's just they need an excuse to buy one. What do you say?

    It's easy to get sponsorship if you make that business money. It's harder if you can't show that they'll make way more money back then they give you.
    Great post CDR. Our sponsors look for a return and at the end of last year the Board of Directors got chewed because the team, as a whole, had not produced as they should have. Subsequently our title sponsor was bought out by a larger company and our new sponsor tested the waters this year. This year we produced some great results so I would expect a little more $$$ to come the team's way.
    "if you ride it the way it's meant to be ridden there's no way any wife is less of a ***** than a bicycle." - gstein

  10. #10
    Senior Member Looigi's Avatar
    Join Date
    Dec 2010
    Posts
    6,525
    Mentioned
    1 Post(s)
    Tagged
    0 Thread(s)
    Yes. Great post CDR. A bit OT, but I never had any sponsorship on cycling but did in motorsports and it's similar. I'll just add that in motorsports, many brands/manufacturers (tires, suspension, lubricants/fuel, etc.) had established written sponsorship programs with formulas based on races attended, classes raced, and results, and an individual or department that managed it. You researched the company on line or called to find out who you needed to contact. You then filled in their forms with your stats from the previous year and provided a bio describing how generally awesome you were and how that would reflect positively on their company. They would then choose (or not) to provide you with some level of sponsorship ranging from free stickers, to varying discounts, to free stuff, and beyond. I qualified for lots of free stickers and some minor discounts....

  11. #11
    You blink and it's gone. rbart4506's Avatar
    Join Date
    Mar 2005
    Location
    Dundas, Ontario
    My Bikes
    Race bike, training bike, go fast bike and a trainer slave.
    Posts
    4,333
    Mentioned
    2 Post(s)
    Tagged
    0 Thread(s)
    Quote Originally Posted by gsteinb View Post
    sponsors are rarely actually sponsors. clubs get 'pro deals' which, best case is stuff at wholesale prices. more often than not guys get roped into buying crap they don't want or need, because there's a name on their jersey.
    Been there, done that... Learned my lesson...
    "On the other hand riding down a hill at 55 MPH wearing (essentially) women's underwear and a Styrofoam cup on your head is the epitome of rational life-extending decisions." - RacerEx

  12. #12
    Senior Member shovelhd's Avatar
    Join Date
    Jun 2010
    Location
    Western MA
    My Bikes
    Yes
    Posts
    10,486
    Mentioned
    21 Post(s)
    Tagged
    0 Thread(s)
    Quote Originally Posted by Creatre View Post
    Flex.
    Beg.

  13. #13
    going roundy round wanders's Avatar
    Join Date
    Dec 2005
    Location
    High Point, NC
    Posts
    6,044
    Mentioned
    0 Post(s)
    Tagged
    0 Thread(s)
    Quote Originally Posted by topflightpro View Post
    ...
    My wife, on the other hand, has an individual relationship with Specialized, which provided her with a bike, helmet, shoes, gloves and a couple of kits. That's in addition to her normal cycling team deals.
    That's awesome. And it free's up the budget for your upgrades.
    Quote Originally Posted by CastIron View Post
    Damn.

  14. #14
    bf is my facebook. ljrichar's Avatar
    Join Date
    Mar 2006
    Location
    Greensboro, NC
    Posts
    1,142
    Mentioned
    0 Post(s)
    Tagged
    0 Thread(s)
    wanders is my sponsor.

  15. #15
    powered by Racer Ex gsteinb's Avatar
    Join Date
    Jun 2005
    Location
    teh Jersey
    Posts
    15,635
    Mentioned
    0 Post(s)
    Tagged
    1 Thread(s)
    Pcad is (one of) mine.

  16. #16
    going roundy round wanders's Avatar
    Join Date
    Dec 2005
    Location
    High Point, NC
    Posts
    6,044
    Mentioned
    0 Post(s)
    Tagged
    0 Thread(s)
    Quote Originally Posted by ljrichar View Post
    wanders is my sponsor.
    I thought I was your muse.
    Quote Originally Posted by CastIron View Post
    Damn.

Posting Permissions

  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •