What Does It Mean To Be Sponsored – Part II
In part two of this two-part editorial, we pick up where we left off– with the questions BMX News posed to a panel of eight industry experts–the guys who make the decisions on who gets sponsored and who doesn’t.
If you haven’t yet read part one, we encourage you to go do that now, then come back for the final word.
OUR PANELISTS
Michael Gamstetter, Marketing Manager – VSI Products (Intense, Speed, Sinz, THE)
Bill Ryan, Owner – Supercross BMX
Dale Holmes, Team Manager – Free Agent
Ryan Birk, Vice President – Answer BMX USA
John Sawyer, Owner – Ssquared Bicycles (and Answer BMX, but responding for Ssquared)
Toby Henderson, Former-COO for VSI Products (answering on his own behalf)
Pete Dylewski, VP of Marketing – BMX Racing Group
Gus Lanzilotta, Team Manager – Profile Racing
6). What should a rider do to be an outstanding brand ambassador?
Michael Gamstetter: I think that depends on the brand. We have sort of an ideal “type” that we think fits our brand images. Hopefully, we’ll pick riders who fit that image, so we don’t have to work on that later. So, being a good fit is important. We want someone who is loyal and who will be with us a long time. We potentially may invest a great deal in promoting our riders, so we wan to know they will stick with us. It’s also important that riders look professional on and off the track—wear our race gear when they practice and race; wear our hats, T’s etc. when they’re at BMX events and not racing. We also want them to use our products and give us constructive feedback. Reach out to the media. Be friendly and approachable. Be nice to the kids. Communicate with us regularly. Attend and compete in all the big races. And, winning’s not bad. Winning, does get the attention of the media and public.
Bill Ryan: Always keep their uniform and bike clean, make sure all sponsor logos are in the proper place on the equipment, make themselves available to the fans, present themselves in the best manner possible at all time. Some riders do local clinics, help younger riders at their track, etc…
Dale Holmes: An outstanding brand ambassador is always a good role model. Someone who does more than there share. One that helps out at their local track that makes trips to local schools to visit with kids and leaves a good BMX taste in the mouths of those they visit with.
Ryan Birk: As I’ve said a few times above, riders need to be a “person of influence” for me to want to partner with a racer/ or team. That means, be a high profile racer that people look up to as a role model. Obviously race results are important, but so is being “the guy” that everybody wants to see roll up to the track and has time to talk with people. Racers that have that “Factory” look to them with their bikes always being clean and their uniforms clean, and only using their sponsors product are what people notice and can be influenced by. Being knowledgeable about your sponsors products and being able to answer questions about them is crucial to be a “person of influence” and promote sponsors effectively. Going out your way to be a friendly and helpful pro to younger riders can go a long way towards making you a “person of influence” and also gaining a large fan base to support you on the track.
And doing clinics is the ultimate way of gaining fans and promoting sponsors to the buying public. Ask Bubba Harris about that one, that guy has the most fans of any racer and their parents in the world because he’s probably coached 99% of them at a SuperCamp over the years. Even if he never won a title (much less the 3 ABA and 1 UCI World) he would probably still receive the most cheers and high fives at the races because he’s taken the time to coach these kids and help make them faster. People see Bubba as their friend since he’s spoken to them and not just some guy they’ve seen in the magazines and on the computer that is fast. I think that can go a long way towards people’s decisions in brands when it’s time to buy.
I’m sure Bill Ryan can attest that he’s selling more Envy frames now because Bubba Harris is riding for them than he was before. And the Envy is a great frame that could sell itself, but Bubba’s fans and followers may have been influenced to buy an Envy because that’s who Bubba rides for. I’ve seen the same thing happen with Jeffery Upshaw in Ohio and the Midwest. I’ve sponsored Jeffery in one way or another for the past 12 years and I can honestly say you can see a trend in sales in his area based on the brands he’s sponsored by. His following is that big and it’s because he talks to everybody like they are his buddy. Yes he’s fast and freakishly skilled, but off the track he’s approachable. He does clinics, he rides locally, and he’s got parental support that will talk with everybody as well. Bottom line, if you’re a rider that everybody likes, whether you win mains or just make mains, you’ll still have fans that can influence sales and that’s valuable.
John Sawyer: I feel they should they should have a good attitude towards being approached and to promote their main sponsors with the clothing ( if available ) and if there is TV, magazine, video or phone interviews they should promote there as well. Giving 100% every lap. If they have a podium spot, take a look at the AMA riders. Bring bike, have jersey on, hat, helmet and goggles, all of those people help get you there so let them see you care too.
Toby Henderson: Squeaky clean, all-American pie to start. After that use and develop the products your sponsors rely on to run their companies. Too many riders do not get this point.
Pete Dylewski: Win races, have a good fan base, give back to the sport, keep his name in a positive light, be a role model.
Gus Lanzilotta: Be informed about their sponsors /companies products, be ready to answer with confidence about the product and have a positive attitude at all times.
7). What can a rider do to be a poor brand ambassador?
Michael Gamstetter: Be a jerk. Complain about our product publicly, or even privately to other riders, be they peers or just a buddy. The BMX rumor mill moves fast, and one off the cuff comment or slip of the tongue will get around. Rumors are extremely difficult to deal with and can be detrimental to a brand or product.
Bill Ryan: Not using the products, speaking badly of the products, bad conduct at the track or at the event (hotels and areas around the track included. People are watching everywhere )
Dale Holmes: Someone’s who’s not a team player and that clearly doesn’t pull their own weight is a poor brand ambassador. I can tell you from experience that poor brand ambassadors don’t make it long on our team. We weed them out quickly, as we’re a hard working, cohesive group that likes to win but always makes time to give back.
Ryan Birk: Do the exact opposite of everything I said above. Even if you win every single main during the year, if people hate you and can’t relate to you, you’re useless to a company or brand as a sales tool which essentially what sponsorship is.
John Sawyer: The opposite of above and get dead last every race
Toby Henderson: Besides talking down your product, not using your product, and acting like a baby at the events.
Gus Lanzilotta: Not know anything about the brand, having a poor attitude and being a bad sportsman.
8). How important is “podium presence” for riders who have podium presentations
Michael Gamstetter: Very. It’s a great opportunity to be in front of the fans and since they are photographed, those appearances live on long after race day. People notice when a rider doesn’t show up. I know I hear about it. I’d like the ABA to make a bigger deal of podium presentations and do them before everyone goes home on Sunday and make them more central to the event. I think they could and should be a bigger deal. More like the podium celebrations in other sports.
Bill Ryan: If there is a podium presentation and the rider has made it to the Podium, they need to be there for the photos. If possible bring your bike to the podium, be in full gear. I know some people say “Oh this is not Motocross and we are not making a Million Dollars” That doesn’t matter, there is an old saying, dress for the job you want not the job you have. If we want to bring in outside dollars, TV, etc… We need people to take it a bit more seriously, if they want to be taken seriously
Dale Holmes: This would be a deal breaker if our riders missed the podium. This is an area where I am a stickler. Our guys need to be on the podium in their proper uniform representing our sponsors that have invested in both them personally and also our team. I also encourage our riders to have a full uniform and plate for practice at the Nationals. Also, when our guys are training at home, I encourage them to at least wear their race shirt.
Ryan Birk: Not nearly as important as their “off track presence” is during the weekend and during the week. Yes, of course the year end titles, and UCI World titles and that gold medal every 4 years is a marketer’s dream for advertising campaigns but in reality, nobody remembers who wins weekend to weekend, but a kid will remember if Pro A took time to sign an autograph and Pro B just blew him off and rode on by after winning the main.
John Sawyer: Extremely important as that is the one chance that they will have for that day ( if they are top three ) to know they will representing their sponsors while standing still and they can let every front jersey sponsor be seen as well as the bike and so on.
Toby Henderson: If you make the podium you BETTER be standing on it at the time of picture taking!
Pete Dylewski: I would like to say its always important for a rider to be there, but when its hours after a race, with no fans in attendance, other than the postage stamp size photo that may or may not show up, its not important. But when its a big event or with the crowd present, by all means the rider should be there.
Gus Lanzilotta: It is very important. as a company you want to see your rider on the podium. If the rider blows off the podium then maybe you should reconsider why you have a rider that does not care about your brand and might be in it for a “free ride’.
9). How much of a factor are parents in your decision to sponsor or not sponsor a rider?
Michael Gamstetter: The people I work with directly generally no longer have parents involved. But I do know parental involvement plays a big role in who gets on the teams we sponsor. Not always, but often.
Bill Ryan: Parents are a huge factor, you have to deal with them as much as the rider. All manners of being an Ambassador apply to the parents just as much as the rider.
Dale Holmes: Parents are definitely a factor in my decision to sponsor or not sponsor a rider. It makes for a more cohesive team if I deal with the rider themselves. Clear communication is key and I can’t get that with parents in the middle of every discussion. My rule is, if we sponsor a rider, I will only deal directly with them-period.
Ryan Birk: As a company that does not have their own factory team and only does co-sponsorship support, parents have little impact on the decisions. But, if I was a bike manufacturer and a Factory Team, parents would ABSOLUTELY play a factor in whether or not a kid gets picked up or not. I have to believe that every parent in the world only wants the best for their kid and expects the royal treatment in support in return for the services of their child for marketing/advertising/team sheets. However, I’ve seen way to many disillusioned parents ruin a kids chance and ultimately their career by being too “involved” in the whole team/sponsorship process. It’s a bit easy to understand and accept when the kid is young, but when you see the parents of 18 yr old plus racer’s parents getting too involved and ruining the potential relationships of the race, it’s quite sad. But the BMX race world is a small family and if you get the reputation as being one of “those parents” everybody knows about it and will avoid you like poison ivy even if your kid is the next greatest racer ever.
John Sawyer: Well, as I said above I have been watching and learning and that seems to be a pretty big deal with the overall picture with how they riders ride to what he or she worries about and I have noticed that the parent can even affect the pit area vibe as well so it is something that is as important as the rider themselves.
Toby Henderson: For BMX racing it plays a big part. Without parent support most companies cannot deal 100% with a riders needs. Maybe Tennis can but not BMX Racing.
Pete Dylewski: It can play a big role. Many riders have been denied sponsorship over the years by companies due to parents.
Gus Lanzilotta: Wow! The parents are a big factor. You can be the best racer in the world, however if your parents are too pushy and require the world from you just to have their child put on your jersey it’s not worth the aggravation that they will give you. BMX has a huge talent pool of riders and parents that want to be a team player, if the riders and parents don’t jell with the rest of the team members that will bring the moral down and the rest of the team will suffer. Choose wisely!
10). What is the best way for a rider to get noticed by you for a sponsorship (break it in to “Co-Sponsor” and “Factory” if you have such a thing).
Michael Gamstetter: I know I said winning isn’t the most important thing, but I think when it comes to getting noticed, it sure goes along way. Perhaps the best way to get noticed is to introduce yourself to the team manager and say hi when you see him at the races. Just keep it simple though. Say, hi, make small talk, mention your results (if they’re good), but don’t ask to be sponsored every time to see him.
Dale Holmes: Co -sponsorship can be applied for on our website, freeagentbmx.com. For our Factory Team, I’m watching everyone on and off the track. I feel it’s important to get to know the rider before there’s ever a discussion about sponsorship. Personalities are important and I like to get an idea of who riders really are before they are invited to join our team because it affects us all.
Ryan Birk: For me it’s easy: Go fast, have some good results, but most important, while achieving this success, become a “person of influence.” Do stuff at your local track or within your local team to help younger riders and gain a fan base. As we are a co-sponsor company and not our own Factory Team, we rely on riders and teams coming to us with good, professional looking resumes and realistic expectations of what the sponsorship partnership is.
Be friendly and courteous and make yourself known to your prospective sponsors. Submit resumes and proposals/requests when the time is right and remember to offer what you can do for them and not just ask what they can do for you. And PLEASE, learn how to spell “sponsorship”. It’s not “sponcerchip or sponserschip”. If that is how you think it is spelled, please go back to your second grade teacher now and apologize for being an idiot and let them know it wasn’t their fault you turned out the way you did. Bottom line, go fast, be a nice guy/girl, give back to the sport when you can, make friends with as many people as you can, look and act like a champion but be humble and appreciative about it, and sponsors will find you.
John Sawyer: The attitude and giving 100% even if they are in dead last.
Toby Henderson: EXPOSURE and PROFFESIONALISM
Pete Dylewski: For the BRG, we seek out the riders we want to support. We are looking for hi level athletes, so for sponsorship, we seek out. For Team support, teams need to go through their local bike shops and we work directly with the shops to support the team.
Gus Lanzilotta: Performance and sportsmanship!!!!
BONUS QUESTION: Any additional thoughts on this topic?
Michael Gamstetter: Again, I know this sounds crass, but sponsorship is not charity or “a way to give back.” It can be, sure. But even those things are marketing techniques and a way to get your brand more exposure, and thus, sell more product.
Companies make stuff to sell. To get sales, they need to get the word out. Attaching your company/brand/products to a great athlete who gets good press, is in the public eye often, wins a lot and has thousands of adoring fans, in theory will help sell more stuff. But selling more stuff is a lot more complicated than that. Those sales have to actually result in profits.
For some reason, in BMX, everyone from the parent of the hot local 6 Inter rider to pretty much every expert racer thinks they “deserve” to be sponsored. Although BMX is an individual sport, a strong culture of being part of a team and sponsorship has developed over the years. This is not intrinsically a bad thing, but when every local track has five home teams and each is looking for discounted or free bike parts, it becomes a bit of a problem. Especially when you consider that the vast majority of BMX companies today (and over the entire history of BMX) are small and rarely profitable.
Consider this: When a bike company gives away one frame, it has to sell at least 10 to cover the cost of that one freebie. To make a profit on that one freebie, it then has to sell even more frames. The typical small-to-medium-size BMX company may sell 100 to 500 frames per year. If that company sponsors 10 riders (the size of your average Factory team) with free frames (one to two per year) it then has to sell 100 to 200 just to cover the cost of those frames. Say nothing of actually making a profit.
Every sponsored rider has to make sure that when he or she gets a frame or a bike or a helmet, he or she works hard to help that sponsor sell as much of its stuff as possible. That means promoting the brand 24/7. Thanking and mentioning your sponsors whenever possible. Telling your friends how great the product is. Working with your local bike shop(s) to get them to carry the brand. Promoting the brand to the local kids. Wearing branded T’s. Basically, it’s your job to help make the brand “cool” and desirable. Racing is part of that, of course, but building a strong brand image takes much more than just a few wins that.
Ultimately, it’s the company’s responsibility to build the brand and meet market demands. But every sponsored rider or team is part of the company’s plan. Sponsorship is a pretty big responsibility.
Dale Holmes: Stay focused on your goal. If you train hard, do your part, and respect others, sponsors will find you.
Toby Henderson: Please remember BMX Racing is TINY compared to Golf, Motocross, Baseball etc. Be reasonable when you request what you need from the company. BMX Companies simply cannot afford big deals. Lastly if I catch you selling something me or the company GAVE YOU it is cause for immediate expulsion.
Pete Dylewski: Sponsorship is not needed to race BMX and riders should worry more about results at a younger age, than being sponsored. Sponsorship comes to riders who deserve it.
Gus Lanzilotta: Unlike baseball or football, having a team in BMX is probably one of the toughest teams to put together, There are so many elements that need to come together at one time.
You need to find sponsors that believe in what you are doing and are willing to help/support your riders who promote their company. Receiving a factory sponsorship from a team is more then you getting to be the cool guy or a free ride, the responsibilities you have are real. If all you do is show up, ride your bike and leave don’t expect to be a part of that team next season. As a team member you and your family have some responsibilities to the team.
Watch BMXNOW.COM on Monday, September 12 for a companion story: 25 Things you can do to be a great Brand Ambassador.
The discussion on this article is underway on VintageBMX.com. Come join in with your opinions and experiences.
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