Obtaining a triathlon sponsorship can be a challenging task. The first and most difficult step is to create a resumé that highlights your abilities, race results, and future racing ambitions. Most sponsors want to see that you are consistently achieving podium finishes or working toward them, so you will need to train properly and compete on a regular basis before seeking sponsorship. Product placement is critical for sponsors, and the best place for their name to appear is on the podium. The success or failure of your triathlon sponsorship search will be determined by what you can offer the sponsor, not the other way around.
A race resumé is a powerful tool for persuading sponsors to invest in your cause, but it is a difficult document to put together. You’ll need to compete in a number of triathlons and try to place in your category. This could take a year or ten, but the more positive race results you have, the better your chances of getting sponsorship will be. If you’re racing for a good cause, your results may be less important than the cause itself, but in most cases, you’ll need to persuade sponsors that their company will benefit from race exposure.
Make a list of possible sponsors, noting which industries they serve. Make each sponsorship letter unique to the company, highlighting how your participation in triathlons will benefit the company. Consider both local and national — or even international — businesses, and be realistic about what you expect from the sponsor. Create a clear outline of what you can offer and what you expect in return in your letter. A sponsor will be more likely to offer triathlon sponsorship if you are more specific. The goal is to inform the sponsor of the benefits they will receive in exchange for their investment. Think like a businessperson, not just a sportsperson.
Some sponsors will provide you with a triathlon sponsorship to cover your entry fees, while others will send you triathlon-specific equipment to use. Others may simply offer you a small sponsorship fee in exchange for advertising space on your jersey or hat. All of these situations must be viewed as successes, and whatever you do, do not turn down sponsorship because it does not meet your expectations. This is a chance to build a relationship with the sponsor and possibly expand the triathlon sponsorship in the future.