Landing Sponsorships: What really works

Hi, I’m Vickie, and I’ve worked with thousands of athletes around the world (from high schoolers to Paralympians and Olympians), helping them build their brand and land sponsorships that feel true to who they are.

Over the years, I’ve seen what works, and what doesn’t. I want to share some of the real things athletes have done to land their first (or next) sponsorships.

1. They Got Clear on Their Brand

Before anyone reached out to a business, they knew what made them unique.

• What do I care about?

• What makes me different?

• What do I want to be known for?

One athlete I worked with was passionate about environmental science. She reached out to a local eco-brand with a short message about her values, her sport, and her audience, and landed a sponsored partnership because the brand loved her mission.

What worked: Being specific about her identity and values, not just her sport

2. They Looked Locally First

Too many athletes aim straight for national brands. But some of the best opportunities are right in your community. The places that already know and support you.

A college basketball player I coached partnered with a local pizza place. He offered to share a weekly “post-game pizza pick” on Instagram in exchange for a free meal and a feature on their menu board. It was small but genuine, and got local media attention.

What worked: He thought about what made sense for him and his everyday life.

3. They Made the First Move

Waiting to “get noticed” slows everything down. The athletes who landed deals took initiative: they sent DMs, emails, or even walked into local businesses and had a conversation.

A high school soccer player messaged a local activewear brand she loved. She introduced herself, shared her story, and offered to create content in exchange for free gear. They said yes, and she’s now on their ambassador page.

What worked: She didn’t wait. She kept it real and respectful.

4. They Made It Easy to Say Yes

Your outreach doesn’t need to be fancy, it just needs to be clear.

Keep it simple:

• Who you are

• What you like about the business

• What you can offer (content, visibility, event appearances)

• Why you’re a good fit

One swimmer put together a short “Brand Snapshot” PDF: a one-pager about her story, values, and how she could promote a business through her audience. It made a huge impression.

What worked: Clear presentation. Easy for the business to see the value.

5. They Followed Through (and Said Thank You)

Landing a deal is one thing. Keeping it, and growing it, is another. The most successful athletes are the ones who are professional, communicative, and grateful.

A runner I know always tagged his sponsor in stories, thanked them in interviews, and sent handwritten thank-you cards. They doubled his sponsorship the next season.

What worked: Respect, reliability, and relationship-building.

Quick Takeaways You Can Use Today

✅ Know your brand. Start by defining your values and story.
✅ Start small. Local is powerful.
✅ Take the lead. Don’t wait for someone else to open the door.
✅ Be clear and professional. Make it easy for a business to say yes.
✅ Nurture the relationship. That’s where long-term sponsorship lives.

Sponsorship is about more than just doing deals! It’s about building real relationships that reflect who you are and what you care about. You don’t need to be famous. You just need to be genuine.