Road Cycling - How did you get sponsored

I wanted to know, who in here is sponsor and what do you get. Also how did you get sponsor by the campany? Thank you

Win some races and then they'll notice you.

Yes, the resume is the base of a sponsorship. Next, in most cases, they look at how you are capable of getting their name out there.

Win some races and then they'll notice you.

Not a truer statement could be uttered.

In real estae there's only three things that mattter...location, location, location.

To get sponsored only three things matter...win, win, win.

In my experience in the MTB world there was two basic categories of sponsorships...the coveted factory ride where they gave you free equipment, money and food and the lower but still bragable company rep sponsorship. I was lucky enough to acquire several of the latter kind through winning and consistent top 3 finishes and lots of resumes and cover letters to smaller companies expounding on my knowledge of their products and ability to pass the good word on to other riders in my area. The former requires like the previous posts said to "win,win,win."
Good luck!

Join a racing club, race your ass off and win lots.

When you've upgraded to Cat1/2, you'll need to ride away from the local 1/2 competition on a regular basis for a year or two winning lots. Placing high in Pro 1,2 regional events helps as does getting yourself into a winning break and working your ass off in said events.

Then if your lucky, a D3 team may pick you up, give you a bike and team equipment along with paying for your entry into races and pick up your lodging and travel in lieu of salary.

i should be sponsored by miller lite and ben & jerry's
....also gatorade and skippy p-butter.

but for now (and forever) my jersey is a solid plain color, denoting the absence of sponsorship.

Two answers, and they're different from the above... don't know if it's common amongst all racing clubs.

Our club has a number of sponsors... most of which were drummed up by the club president and influential members. I don't know how they approach or support their requests, although our club has some riders that do quite well regionally. Naturally, the team kit is covered up with sponsor logos, etc.

Answer 1: All club members get discounts on purchases from sponsors and have access to some "specials". The discounts vary from sponsor to sponsor, but they're generally significant. The local VW dealer is a sponsor, don't know if you get a discount on cars. ;)

Answer 2: Our club also has specifically "sponsored" riders. Riders apply for sponsorship with a race resume, and they also have to be very active in club support, holding office, web-page maintenance, newsletter, etc., or whatever. They're also expected to actively participate in lots of races, which generally means lots of driving and burnt up week-ends. I don't know to what degree equipment and travel expenses are re-imbursed. (I'm in the answer 1 category.)

I generally support the sponsors with my purchases, and don't b!tch about their products, even if I don't like or use them, but it isn't "pushed." I imagine it's more important for the "sponsored" members. I think those are different alternatives than what you are asking about, but a lot easier, too, if they are options for you. FWIW, even if you don't have one locally, a a racing club somewhere in your region would probably let you join and have access to club benefits at some level... never hurts to ask.

i have never heard of that before.

I'm a Cat 2 (...soon to be Cat 1) and belong to a Regional Elite Amateur Team. We're no pro outfit, but our whole team get's supplied team race bikes (which are worth a lot of $$$), and I believe the team is getting something in the range of 100-120 racing and training tires to divide among the 14 riders for the 04' season.

We also get given three sets of jerseys, three sets of bib shorts, helmets, jackets, gloves, etc...

I'm on the team now because of, yes, what has already been said, winning racing and upgrading. I spent a season racing Pro,1,2 before this outfit picked me up. I wasn't winning the Pro,1,2 races, but I was agressive and enthusiastic. I also spent time talking to the strongest teams before and after the races so that they would get to know me and recognize my name.

It also helps that I'm very young. I hate to say it, but it gets tougher and tougher to get sponsered or onto a well supported team as the years go by. Teams and sponsors would rather invest in young riders who they think still have a lot of improvement ahead of them.

- Maurizio

Getting sponsorship is as much a matter of convincing a marketing director that they will attain some company goal by their association with you. That goal may be one of many things.

A company that is trying to link themselves with outdoor, athletic activities might be health organizations, sporting goods manufacturers/retailers, even companies whose environmental reputation may need bolstering because of bad press, etc...

The sponsored individual or team has to demonstrate that the sponsor will get the exposure they are looking for. This is often done with videos, portfolios of news clippings, and demographic info, a sales pitch.

If you can show the sponsor that you will give them that exposure, the primary sales point may change from winning races to getting photos, articles and interviews in newspapers, making public appearances, and taking part in community activities. These things may satisfy the marketing needs of a sponsor more than an isolated win, but the sponsored team or individual has to take responsibility for reaching out to the media, selling and promoting the team for the sponsor. Sunday you race, Monday you contact the papers with photos and info.

If you are a promotion minded group or individual, you could self promote yourself/team and your sponsor and get you and perhaps your team a financially easier ride. Think about it. People take all expenses paid trips around the world and win nothing, but they send in stories and photos to the appropriate media outlets so their sponsors get the agreed on exposure. They chose bikes that need to make a name, products struggling for a footing in the market, etc...

Always remember the bottom line in sales: If you don't ask, you don't get.

Ahhh, the Great Money Hunt!

I pretty much agree with everything already said above.

But being involved with pro motorcycle racing, I have learned that sponsorships are all about one thing and one thing only: Marketing.

Companies don't give away money or product because they think that you're a swell guy or gal (but this does help!). They do it because they believe that they will get something beneficial in return. Ususally this is increased sales of their product. But sometimes it's to influence the public's perception of them (also already mentioned above)... (Anyone see that Coca-Cola commercial where they talk about all the poor little asians that they helped through college? How about this one: "Do people really care this much about helping the environment? People do." Which petroleum company was that? I bet you can name them!)

Nevertheless, it's all about increasing their bottom line.

Now, I'm not trying to sound cynical, so I apologize if it comes off that way! But I am experienced in this side of things to the point where I've added this as a specialty in my design business (see my profile for a link).

Now, I'm not about to give away the farm on everything that I know about this. (Hey, I gotta eat too!) So if you're a race team, please contact me officially to discuss your needs. But if you are an individual racer that believes that you have promise (and a few ideas already), please feel free to email me directly for free advice, help, and ideas. I am more than willing to help in one of the most daunting tasks in competition (the actual racing can seem easy by comparison!)

Some starter tips:

1) GET A HAIRCUT! Sound silly? It's not. Remember that you are trying to position yourself into being a representive of their company. Even if you don't really think that this is the case, they do. Image is everything.

If you absolutely refuse to get rid of the pink hair and lip piercing, then look for a company that makes hair dye and piercing supplies... :) (A little tongue-in-cheek there... But I'm still serious about that point...)

2) Research the prospective company. Figure out what their goals are and how you can help them. Hey, you're online right now; what a great place to start!

3) Promising to put a little logo on your jersey and their sticker on all the porta-potties at the races is not going to seal the deal. That's not marketing. If you were at a point where a little logo on your shirt is a viable main selling point, you're already way ahead and don't need my help anyway.

4) Win! Already been said, I know... But results do help!

Not winning everything in sight yet? But you know you've been trying because you've hit every race in the state without fail? Don't see what I'm getting at ;)? Don't point to your lack of standing on the top step. Do point at your consistency of regional coverage.

Marketing is about more than winning. It's about marketing. And sponsorships are only another tool used in marketing.

5) Got nepotism? If you know someone at a company, use them! Sound underhanded? It's not; the business world spins on the who-you-know game.

6) Make business cards. Nice looking cards are cheap to make, and so very easy to hand out. Not good at design and layout of such things, and can't afford to pay a pro to do it? Time to ask that bud of yours (with Adobe Illustrator on their computer) for a favor...

Give bunch of these cards to friends and family. You never know who they might bump into when your're not around.

7) Figure out what you need. You can't ask for something if you don't know what it is... (A little cryptic? sorry... contact me directly... still a little reluctant to give away the farm...)

Well, since this has turned into another overly long Gazedrop post, I'll end with this next one...

8) Don't give up or lose hope! There is money out there, you just need to figure out how to get it. Which kinda leads me to a bonus point #9: Learn to start doing your money hunt year-round. Thinking about it once a year in January is usually too little, too late. Businesses have to figure out their budgets way ahead of time, and you can only get their money when it agrees with their calendar. This goes for getting free product, too; the product still has to come out of their budget.

Hope this helps, or at least gives you some more ideas...

Happy hunting!

-Erik