The more I read and discover about sponsorship in the fishing industry, the more information I see online, in books, and in magazines. Most of it is about helping you prepare for more sponsors. That's good because I've written two e-books on that exact subject!
However, it's imperative to keep one thing in mind regarding sponsorship. It's not about YOU! It's about your potential sponsors. What do the sponsors want? What benefits would they receive if they ventured into a relationship with you, be it sponsorship, marketing, or advertising? How would they profit from the deal besides a decal on your boat?
Have you devised a plan to help your sponsors accomplish what they want? Do you know what they want? Are they interested in more sales of their products now or the very near future? Or are they attempting to gain a more significant presence in a particular area by exposing their companies' names?
Something else to consider: Are you aware that there exists a difference between exposure and direct response advertising? If your sponsor is interested in both, can you accommodate him?
I ask these questions because consumers have grown accustomed to exposure advertising as the primary means of promoting and marketing. Why? Because that's how the pros do it! We see logos on their trucks, boats, and shirts. Have you ever stopped thinking that those logos are there in the first place because those anglers provide what the sponsors want? In this case, it's exposure to the masses. And advertisers make it their business to know that by sponsoring a pro angler, they guarantee exposure for their business in multiple venues: on television, in magazines and newspapers, on the Internet, at outdoor expos, etc. And the exposure is not just local but potentially international. If they want monstrous exposure, the pro angler can provide it. That said, 99% of us weekend warriors aren't pros...yet. Next time instead of approaching potential sponsors with your career list of accomplishments and personal highlights, ask this question: "What can I do to bring you more business and customers?" Then listen. Determine if you can help them achieve what they want, and if you can, you'll get the sponsorships you want! It's a win-win situation.
Keep in mind...it's not about you - it's about them.
Scott is the Author of "How To Get Sponsored For Fishing Tournaments."
