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Q. How can I get Sponsorship?
Cool site...loads of info...hope you can help me out. I'm a dryslope freestyler and this year I placed well in my pre-season comps. I'm looking to progress always but I'm now thinking about some kind of support i.e. low-level sponsorship. Do you know where I can start and how to get noticed outside of my competitions? I have got a CV and some action shots but I'm not too sure if I can just send it out blindly to companies. Anyway thanks for listening. I look forward to hearing from you.

A. Hi Kat
Thanks for your email. Sponsorship is not easy - but if you start off with modest expectations then maybe you'll not be disappointed. Don't think that you are going to get free kit or get paid. Make your first goal modest - like some subsidised/cheap kit. Also start off locally - write to your local specialist shops and seek their support. Work on gaining some local coverage which, to be honest, is usually quite easy. Local papers love the "excuse" of putting in a pic of an exciting sport - send them pics and words to make their life easier (journalists are lazy!). Once you've had some local coverage put together a portfolio - nicely presented, clear clean photocopies with a good covering letter. Send this to your local stores and you may get some results.

In your presentation paper to them concentrate on one thing - what YOU can do for THEM? Don't make the mistake that almost everyone makes which is to go on and on about what you want. That should come right at the end of your presentation and should be short, concise and to the point. But make it clear what you can offer them - offer to help them out at demos, promos and maybe even on busy Saturdays - make it clear that you are a cut above the rest and you know that nothing in life comes free. (And be prepared to deliver - don't just offer them empty promises).

Once you're "in" with your local store work hard for them, get them coverage, put up banners, stickers, posters at the local slopes. Talk to people on the slopes and spread the word - let people try your kit (if appropriate). Give your sponsors ideas and when you see an opportunity to promote their store take it. Always stay in touch with them - postcards, visits, press cuttings - make sure that they know you are part of their team and that you want to stay part of their team. Make sure that your kit has their stickers/name on it so that any pics show their logos. Keep a record of ALL cuttings and exposure for them and send them this at the end of the season - a resume of what you have done for them.

Once you've done this for a season or so then suggest to them that perhaps the sponsorship could be taken to the next level and ask their advice about contacting distributors directly. When you make an approach to a distributor - use the same rules as above - and also mention that you are/have been a local sponsored rider for XXX store. This will make a big difference. It is also now time to approach other local sponsors - car companies, big companies, little companies - anyone local that may be able to help. If you're getting good coverage on a regular basis you will be surprised how many local companies may be able to help you - keep a note pad and paper with you and every time you think of a new potential sponsor write them down...cars, booze, hotels, food, travel agents, clothes stores...you name it and they are a potential sponsor IF you can deliver the goods.

Finally - I know it's a sport and I know that you love doing what you're doing - so do we! But also remember that it is a business. The retailers, distributors and manufacturers are all fighting for market share. They're all fighting to increase their overall business in the marketplace and you, as a sponsored rider, must never lose sight of that. So many times we get press cuttings sent in by riders who think they've done us a great job....and all the cuttings do is talk about the rider and never mention the kit or the stores...that's what matters most - promoting your sponsors. One last word (or three) - DON'T GIVE UP. It will take you time, effort and persistence - but if you approach it right it will pay off...and don't be afraid to write to the same company again - they'll remember you for your persistence and you will be putting yourself head and shoulders above the rest....Stay in touch and let me know how you get on...and don't forget to thank them. Make this year the year you got your first bit of sponsorship...Gordon