There are many ways to attract sponsors. One such way, is to build an athlete’s brand in a specific market using specific media to attract a specific brand.
This is a long term strategy requiring patience and frequency. The athlete has to understand this – so make sure it’s what they want.
So let’s say you want to target a high end watch brand for an athlete? First you need to target the consumers who buy those high end watches. Once you’ve captured the attention of the consumers, then your chances of a watch sponsorship increase ten-fold.
The best way to capture the market’s attention is through the media. And the best strategy is to concentrate on frequency verse reach.
This means you target very specific media of the watch consumer and hit those people over and over with the same message.
Imagine if an athlete had a regular side column in GQ Magazine. Do you think a watch company would be more inclined to sponsor this athlete? You betcha.
It’s better to communicate your message to 100,000 consumers over and over as opposed to 500,000 consumers once or twice. Eg. Having your athlete appear in multiple fashion / lifestyle magazines will have a bigger impact on the watch sponsor than one appearance on Channel Seven’s Sunrise.
When building your athlete’s brand to attract a specific group of sponsors, concentrate on frequency over reach in your communications.
