Many athletes sign a sponsorship deal and then sit back and wait for the sponsor to leverage the relationship. The contract says you must do XYZ, so naturally you do XYZ. This might include shooting a TV commercial, attending a signing session with fans or schmoozing with clients. The athlete is fulfilling their duty to the sponsor so everyone’s happy right? Well not always. As in life, to be successful you must go above and beyond what is expected of you. Sponsorship is no different. Forget the big photoshoot, the TVC, and the lavish corporate hospitality, those things are all expected of an athlete, after all it’s in the contract. What is not in the contract is the small stuff that makes a huge difference. I’m talking about the athlete who takes the time to find out the CEO’s birthday and then sends him/her a personal card on the day. The athlete who turns up to the head office with a hamper for the staff, the athlete who sends their sponsor tickets to watch them compete, the athlete who sends their sponsor a signed memorabilia piece, the athlete who stays a bit longer at an appearance, the athlete who asks questions / takes an interest in the lives of those who sponsor them. It’s simple stuff but it never happens, so when it does, sponsors fall off their chair. They remember and care about these little things more than the athlete can ever imagine. I’ve seen cases (they are rare) when an athlete retires and fades from the public eye, their brand no longer warrants the dollars they are paid, yet the sponsor hangs on. I think you know why. Sweat the small stuff.
Tags: Sponsorship
