What do companies expect from the riders they support?
Are you looking for sponsorship in 2014? If so, you are far from alone, but how are you going to stand out from the crowd and what do you have to offer a potential sponsor. We spoke to a number of different companies and some of the riders they work with, asking.....
The first thing any company will look at is whether the rider already genuinely uses their product range and whether their knowledge of the brand and the products from a user's viewpoint is credible.
Alistair McGlynn, Sales Director of Verdo Horse Bedding, which sponsors multi Gold medallist paralympic dressage rider Natasha Baker, top eventer Gemma Tattersall and international show jumper Daniel Moseley, explains: "When we looked at bringing riders on board, one of the main criteria was that they loved the bedding, because as ambassadors, they had to be as passionate about the product as we are. They are also 'selling' the bedding to horse owners through their association with us, so this was a key factor. The fact that they are all keen to work with us by way of marketing and PR and are also high profile riders within their respective disciplines is of course a huge bonus."
It's a requirement echoed by Tricia Bracegirdle from Childéric Saddles UK , who says: "We only work with riders who have chosen to ride in Childéric. They already ride or have expressed an interest in the saddles before we even discuss sponsorship - this is key to the credibility of our brand as after all, the value of a rider choosing to ride in our saddles, as opposed to being paid to do so, is worth ten fold."
Han Van De Braak from Aloeride adds: "The main criteria for us is that the rider excels in their particular discipline and is also truly passionate about Aloeride, having firstly seen the results themselves before coming on board. Believing in our product is key, but we are also looking to choose a pro-active individual and someone who is a pleasure to work with, due to the close working relationship we as a brand have with all our riders."
Will I’Anson of British Horse Feeds expands on this by revealing: “For British Horse Feeds, sponsorship is all about a mutually beneficial relationship; the more riders put in, the more they will get back. When we support a rider with feed, clothing and other benefits, we expect to hear from them on a regular basis. We are very fortunate that all of the Speedi-Beet Team members are excellent brand ambassadors and work very hard to promote our products - they are as passionate about feeding as we are. Sponsored riders need to be comfortable in the limelight, as they become the face of our brand and spend a lot of time talking to members of the public about Speedi-Beet and Fibre-Beet.”
Jean Hammond, owner and creator of Golly Galoshes says: " We look for a rider who genuinely cares about what they put their name to and someone who is as proud to be associated with us as we are with them! As a British company we are delighted to support two fabulous UK riders, event rider and former racehorse trainer Victoria Bax and multiple medallist Natasha Baker. Both extremely successful in their given disciplines and our ongoing relationship with these two riders gives our brand fantastic exposure beyond what we could ever do advertising wise. Because they wear the product and talk about it both in person and on social media, it proves that having a great relationship with your riders is hugely beneficial."
Victoria Bax is amongst the many riders who have an relationship with more than one commercial sponsor and asked about the best way to approach a potential sponsor and how to decide who to approach, she offered the following advice. "Write a CV of who you are, where you have come from, your progress over the years with your horses and include your plans, hopes and dreams for the future. Don't forget details of your training and include photos of you and your horse/s. Explain what it is you actually do, is it British Eventing, British Dressage or Showing for example and make clear what your personal 'niche' is. By that I mean what is going to make you stand out from everyone else who is asking for sponsorship? Explain to a potential sponsor how their help could assist you in achieving your goals. "Don't forget to research the company you are thinking of approaching and make yourself aware of all of their products or services, not just the ones you are using. "Sponsorship is a two-way street, you need to explain what you could do for them, how you could assist in raising their profile, why they should invest in you and what they are likely to see in return for this."
Leading international event rider Gemma Tattersall also has a number of sponsors and explains: "Generally, I have always approached companies having used their product first, because I would never put my name to something I didn't believe in or didn't know from first hand experience, no matter how big the financial incentive. In cases where we have been approached by a potential sponsor, I have always asked for a fair trial to ensure that I am totally happy to have my name associated with their product. I would say look at your tack room and feed room as a starting point and ask what products you couldn't live without, as they should be the ones that jump out first! Before you approach any potential sponsor however, do make sure you are clear about what you can offer them in return for support. Good luck!"
