By Brons Sports · Updated
FIND THE RIGHT ATHLETE TO SPONSOR
Sponsoring an athlete means the company supports an individual and in return receives rights such as exposure, content, ambassador days and a connection to the athlete's story. The right athlete matches the brand's values and reaches the target audience credibly.
How do companies choose the right athlete?
The right athlete is not necessarily the most famous one. Compare target audience, brand fit, credibility, availability, commercial rights and activation opportunities.
Ask for concrete examples of content and previous activities. Check the competition calendar, any contractual conflicts, and what both parties can deliver before deciding on the partnership.
How to choose the right athlete
Goals and target audience
What should the partnership achieve and who should it reach?
Criteria
Values, personality, sport, target audience, channels and geographic relevance.
Selection
Identify athletes who match the criteria and compare what they can offer.
Meeting
Meet the athlete and align expectations and ideas.
Agreement
Agree deliverables, rights, exclusivity and what applies in the event of injury.
Activation
Plan content, campaigns and events that make the partnership visible.
Common mistakes.
- Only looking at results and follower counts.
- Not taking the athlete's competition calendar and availability into account.
- Lacking a plan for what happens in the event of injury or a dip in form.
- Not involving the athlete in the content.
Checklist.
- Goals and target audience
- Values that match
- Channels and audience
- Availability based on the competition calendar
- Agreement with deliverables and an injury clause
- Activation plan
How we work
The results list is only part of it. We look at personality, story, audience, channels and geography – and at whether the partnership can last over time.
How the method is used in practice
Our athletes
FAQ.
01Where can you find athletes to sponsor?
Through management companies and agencies, federations and clubs, or direct contact. An agent can offer a shortlist already matched against your criteria. See our athletes at Brons Sports.
02Does the athlete have to be famous?
No. An athlete with an engaged, local or niche audience can deliver more value than a broader profile, depending on the target audience.
03What does the company get in return?
This is agreed in the contract: exposure, content, ambassador days, events, talks and the right to use the athlete's name and image in marketing.