SPONSORSNAG (BETA) Who will be the next pro? You decide!

Getting Sponsored Tips

According to snowboardclub.co.uk, in general sponsors are looking for someone that fits their brand image, to enhance the credibility of its product’s (in some cases a rider is used to move the direction of a brand in to new markets). In order to achieve this they utilize the popularity of a rider, whose exposure within the media channels is of a suitable level. Sponsors look at many aspects when sponsoring a rider such as:

Talent - The most overriding aspect which will decide how far a rider moves up the sponsorship ladder, simple really.

Age - The younger a rider is the more appealing they are to a brand in most cases as they are able to build a long term relationship with the rider and thus the consumer is also likely to associate the rider with the brand from the start as apposed to taking them on from perhaps a competitor.

Exposure - Probably the second most important aspect if you are to make it to the top rung is the level of exposure a rider achieves within the media, a portfolio gives the brand a good indication. In some cases this is the most important aspect. Basically a brand utilizes a rider to expose its name and/or product through the media. Without this a brand doesn't get a return in its investment. Core exposure is key for credibility, where mainstream exposure reaches a far broader audience offering a greater return in investment.

Results - Winners always promote a brands product to the highest level showing it to be better than its competitors. Titles are also important world champions or winners of big events which are widely known.

Activity - A busy rider generally means exposing a brand to a large audience, whether it is through media trips, events or a regular at a local skate park.

Physical appearance - By far the most shallow is how photogenic or good looking the rider is, this becomes apparent mainly when a brand wants to promote the rider with its products close up in advertising or break into mainstream media.

Social appearance or behavior - A riders' image or dress sense (punk, rock, skate, techy, bad boy, clean cut, etc.) as this will fit within a brands ethos. It works in both ways. Having a bad boy image may suit a certain brand, where as a clean cut image fits another. But no one likes an idiot or someone who embellishes on their ability.

Credibility - This is based on a rider's perception by the consumer or within the industry including media channels.

Communication skills - Several aspects around this again, such as a riders' ability to update their sponsors with activity reports and media exposure. You'd be surprised how few riders update their sponsors once a month, this kind of communication makes a sponsors life easy and enables them to assess their investment in a rider. A riders' ability to communicate with media and the contacts they have will favor a rider when dealing with sponsorship, as this shows a brand that the rider can promote its product without the brand doing the leg work. Another aspect of communication that works in favor of a rider is their ability to project a good impression within the media or in public e.g. if someone is comfortable in front of a TV camera and have something substantial, credible or informative to say then your more likely to get the interview, same goes for magazine interviews.

Loyalty - Riders who have a long history generally have a track record which sponsors will look at. It can be many things such as loyalty to a previous brand, which means any investment a brand puts into a rider then they can be assured by level of return. It can also be difficult for a brand to sponsor a rider who has had a long term relationship with a competitive brand as it takes a while to promote the rider with a new product.

Other skills - Any rider who has other interests or skills will always assist a rider getting sponsorship as it broadens the appeal, so snowboarders that can e.g. skate, surf, BMX, DJ, MC, write or have artistic skills will always provide other avenues for the sponsors to utilize its rider and further promote the brand. The classic surf brands such as Billabong, Quiksilver or O'Neill will utilize riders that crossover into skate, surf or BMX. Riders that DJ or MC will always be in the public eye and thus be a focal point promoting the brand.