We were recently asked about how to go about raising sponsorship for a sailing campaign. Getting a sponsor is never easy, but there are some 'tricks' of the trade that can help you get started. Here are some of our suggestions. 

The first thing to understand is that sponsorship is a commercial arrangement. Brands are looking to get some kind of measurable return for their investment. Sponsorship should be about the value a brand gets, not how much it costs you to go sailing. 

So here are some tips... 

• Start Local - Companies that can get leverage from seeing to be supporting local talent will be more open to contributing. Start with your local town and work out - area or county, home state and then think national and finally global.
• Make a list of brands you like - You are going to be the spokesperson, ambassador and advocate for your sponsor, so make sure you are comfortable endorsing them. This is easier when it is a brand you are loyal to. It doesn't have to be a sailing brand. It could be your favourite phone app or deodorant.   
• Leverage Social Media -  Tag the brands that you know and like and get the attention of their social media team. Proactive brands will notice if you are endorsing them and may reach out to make the arrangement more formal. 
• Make a note of sponsorship conflicts with Rights Holders or other stakeholders in the class or races that you are competing in. Sometimes sponsorship is explicitly addressed in the 'Notice of Race' and this should be checked before making any  commercial arrangements. 
• Get Creative - What are the marketing challenges of the brands you are targeting? Can you give them access to a group of customers that they would otherwise find difficult to engage with? Can you give them content that resonates with their customers? Can you help them meet certain goals e.g. sustainability. 
• Don't Underestimate the Value of 'In-kind' Deals -  Look at your campaign budget and identify the categories with the largest expenses e.g. travel & accommodation. These brands may be willing to enter into contra deals. While its not cash in, it can have a big impact on cash-out. 

Remember, securing a sponsor for your sailing campaign is a collaborative effort. It's about building a partnership where both sides benefit. By following these tips, you'll be better prepared to approach potential sponsors with a compelling case that highlights the value you can bring to their brand. Now, it's time to start researching and reaching out to potential sponsors to turn your sailing dreams into a reality.

Our Fractional CMOs advise Yachting and Sailing brands about how to build a sponsorship campaign that delivers marketing results. From international events like SailGP and the America's Cup to Grass-Roots campaigns for local sailing clubs and Olympic hopefuls. Talk to Us...