1) Athlete manager pitches for sponsorship.
2) Sponsor signs a contract with exclusive benefits and rights.
3) Athlete manager sits back and waits for sponsor to leverage the relationship.
4) Sponsor lacks ideas and becomes frustrated with the availability / restrictions around the sponsorship.
5) The athlete manager continues a re-active communication style with the sponsor. No to this request. Yes to this.
6) The only time the athlete manager initiates contact with the sponsor is when the athlete needs product or a payment is due.
7) Contract expires. Sponsor walks away. Athlete is dumbfounded. “But I did everything they asked of me”?
The problem with the above scenario is the lack of communication between the athlete manager and the sponsor. Or more specifically the lack of initiative by the athlete manager.
Traditionally, it’s not the job of athlete managers to come up with leveraging ideas. But that’s not an excuse to sit on your hands.
Athlete managers should be calling sponsors and giving them updates on the athlete’s diary, availability and event scheduling. They should be telling them about current promotions with other sponsors. They should notify the sponsor of any public appearances or media the athlete is doing etc.
This type of communication engages the sponsor and leaves them no excuse not to activate the sponsorship.
It will also differentiate you from the other athlete managers that sponsor deals with.
You’ve given them plenty of opportunity to find ROI. And at the end of the contract, the sponsor has little excuse to walk away.
After all, we all know that it’s much cheaper to retain sponsor’s than find new ones.
Tags: athlete manager, Sponsorship
