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Shop Sponsorship

Old 09-09-15, 01:47 PM
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Shop Sponsorship

I see a lot of shop or small business sponsored teams in local races. How do you go about getting sponsored by one of these? Do you get results and hope they come to you or is it a matter of who you know?
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Old 02-26-16, 05:30 PM
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Many clubs/teams are sponsored by local bike shops and associated businesses that they are affiliated with. That's how it works with our club. In the main, it's the club that is being sponsored, not the members. As it was pointed out to me the other day - the members jerseys are a rolling billboard for the club.

After the main sponsor, they may have secondary sponsors. These are often other club members who are paying the club to have their business branding on the club kit, whilst trying to promote their own businesses.

Based on that, I'm guessing it's these smaller secondary sponsors that you're interested in? Either that, or you're not with a club and want a main sponsor?

As cycling is still a niche sport, you have to be very lucky to have somebody come to you (unless you already know them). Such sponsors will more often come about from friends/family that are also business owners and want some advertising.

Of course you can always approach local firms who you don't know, but again you're going to be very lucky.

Even if you do find a personal sponsor, your club will almost certainly have rules regarding who/what/where any logos can be placed on your kit. For example, they won't want any conflict of interest with the main existing sponsor and they will also want to take a (fairly substantial) percentage of the sponsorship.

Any sponsorship doesn't come for nothing. The sponsor will expect more in return than just the logo on your kit. Like at our club, even though we pay our membership, every member has to "volunteer" four Saturday's a year in order to promote the club. Usually, these involve going in to town in our kit and trying to sign-up new members or being present at the sponsors promotional event, charity events, and so on.

Hope that helps.
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