Redline’s Lookin For Southeast Swagger

This release came in to the BMX News Control Center just before the holidays kicked in to full swing. So, we decided to hold off til today, when everyone was back to work, and laser-focused on reading the BMX sites again (the “honey-do” list tops the to-do list every time).

Doug Stuart, the new marketing honcho at Redline asked us to help him sniff out a solid team in the Southeast that has talent on board to win races, and look good doing it in the red, white and black. This is all about their “farm team” roster (like the Redline Challenge and Redline Adventure teams, above with the factory stars). Speaking of the factory stars, the chose team should get ready to receive the secret Redline affiliation sign, which can be flashed in the pits for a quick high-five from Denzel, Sam, Alise and Carne$ (and one other possible new addition which must remain nameless for the moment).

We think it could be an awesome fit for the right team…Here is the full release:

If you run a well organized team in the Southeastern US, Team Redline may be looking for you. Currently we are seeking to add a well organized regional team from the South East or Florida to our arsenal of Farm Teams. Key criteria for being selected to represent Redline include; team has good leadership and management structure, active parent participation, participation at local, regional and National events in your region, support of leading riders to participate at Grand Nationals. Participating teams will supply a team photo, individual photo and brief biography for each rider and will report race results through the Redline BMX Team website.

Redline has been winning since 1974 and has supported a Hall of Fame list of past National and World champions that no other brand can match. The Redline brand is all about racing and we support the sport from grassroots programs like yours all the way up to the many Olympians who will be racing to win on Redline bicycles in London this summer.

This opportunity is available to organized and established teams only. Interested team managers should send their team’s dossier to doug@seattlebikesupply.com no later than January 10th.

You know that New Year’s Resolution you made to not let opportunity pass you by in 2012? Well, here’s the chance to kick it off in style.

While you’re at it, check out the latest and greatest happenings on the Redline Race Team Site

Lain and Kelsey van Ogle Go Hyper For 2012

It’s been floating around on some of the forums (including here on the BMX News forum) for a week or two, but now it’s official and we have the photos to prove it. Lain and Kelsey van Ogle have joined Jerry Bradford’s Hyper Factory Team.

Here’s what Hyper said, in a brief email to News

Another great day for Hyper Bicycles, announcing the addition of what has to be the most prolific brother-sister duo in BMX history. Lain & Kelsey Van Ogle have reached an agreement to be part of the Factory Hyper Team.
 
Their resume includes an incredible four UCI World titles, an ABA National #1 Amateur and 21 N.A.G. #1 titles. Hyper Bicycles is looking forward to helping Lain & Kelsey add to their collection of titles, with the brand new design frame for 2012.

Word is there may be one final announcement coming from the Hyper tent, before the industry shuts down for the holidays, so be sure to keep it right here!

New Answer-Rennen Team Roster and Colors

Team transition season marches on, with a graphical peek at the new Answer-Rennen Team jersey design.

This jersey will replace the Rennen-Intense Jersey at the front on many of the heaviest classes in BMX Racing…so we thought you’d like a gander. On the Sleeves, we’re seeing Team co-sponsors Ssquared Bicycles and Tioga, as well as G-Cog, Profile and others.

Team Owner/Manager George Costa also slipped us the team roster along with the eye candy:

(2012 grands ages)

9X/Cr – Nate Coyman (NAG 7 and NAG 2)
10X – Gavin Freewalt (NBL Nat #1)
11X – Zach Von Bergen (NAG 5)
11G Bailey Brannen – (NAG 5, NAG 2)
13X – Erik Meyer (NBL Nat #1, NAG  5)
13G Abagayle McLeod - (NBL Nat #1, NAG 3 both both bikes)
14X – Cam Moore (NAG 1, NBL 2)
16X – Justin Knapper (NBL Nat #1)
17-18X – Cody Simson
17-27G Shelby Stacy – (Jr Women and NAG 2)
19-27X – Austin Loebe (NAG 5)
28-35X – Justin Wike (NAG 3)
41+X/41-45/Cr – Shawn Diprete (NAG 1 both bikes)
A-Pro – Max Egdorf (NBL Nat #1 19-25X )
A-Pro – Phil Delizia

TM – George Costa
Emotional Support – Ryan Birk
Party Coordinator – John Sawyer

Did you happen to see Shelby Stacy in there? Wow, that’s news we had not caught before now.

First outing for the new squad is the ABA Silver Dollar Nationals in Reno mid-January…if you’re not making the trip, watch for the Ssquared-mounted Answer-Rennen crew at a USA BMX National near you.

—Mike Carruth

Editorial: What Does It Mean To Be Sponsored?

Editor’s Note: Below is Part One of a two-part editorial on what it means to be sponsored in BMX Racing.

There is a link to part two at the bottom of this page

It is nearly time for the annual “marriage season” in the BMX Racing universe–a time when riders pretty up their resumes, and companies get ready for the onslaught of pitches by riders, dedicated BMX mommas, teams and hotshoe dads.

In a sport where nearly everyone–first-round-transfer Novice on up–is rockin a jersey of some stripe, the true motivation of why companies sponsor riders sometimes gets lost in all the bro-deals, co-deals, stickers, swag and wearable billboards emblazoned with “Factory” on them.

Of course, there was a time when donning a “factory” jersey had a specific meaning to it (free bikes, airfare, hotel, food stipend and the loving care of a team manager that was equal parts roadie, friend, mentor, coach, psychologist and ace mechanic). In some circles, this is still the case, but it has become the exception rather than the rule.

In these inflationary times, the factory flava may be watered down a bit, but the role of riders and, in the case of the youguns, also their parents, in the process of promoting a BMX brand is as important as ever. What DO companies expect of their riders, and do they spell that out for their peeps before the first sticker backing is peeled?

Also, with social media now an integral part of our daily lives, what riders (and parents) say on their Facebook and Twitter feeds tends to become permanently linked to the public face of the brands they represent, for better or worse…like it or not.

BMX News posed 10 questions on the over-arching subject of “What does it mean to be sponsored” to a dozen high-placed execs in the world of BMX Racing team management. We received eight comprehensive responses that do an amazing job of giving you an inside look into what companies expect of their riders, and how they evaluate their riders’ performance on and off the track, when it comes to the support they are given. Some had to beg off, due to the tight schedule getting ready for next week’s Interbike trade show in Las Vegas, but we may bring you their responses as an update after the show.

Answering on the record are:
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

THE QUESTIONS:

1). What is your motivation for sponsoring riders?

2). Do you tell them what is expected of them, or do you adopt a “free-form” approach?

3). Do you keep an eye on what your riders are doing to promote your company?

4). Do you feel what a sponsored rider posts on his/her Facebook and Twitter is a direct reflection on your brand?

5). What is more important: Race results or the rider’s initiative in promoting your company? (can someone who had a bad season still keep their ride if s/he makes the effort to be a good “brand ambassador?”)

(Questions that appear in Part Two)

6). What should a rider do to be an outstanding brand ambassador?

7). What can a rider do to be a poor brand ambassador?

8). How important is “podium presence” for riders who have podium presentations?

9). How much of a factor are parents in your decision to sponsor or not sponsor a rider?

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).

COMPANY RESPONSES

Note: Where a representative did not respond to a question, their name is left off.

1). What is your motivation for sponsoring riders?

Michael Gamstetter: To some it may sound crass, but sponsoring a person, a team or event is all about business. In other words, sponsorship is about selling more stuff. Ultimately, more than “just business” may go into the final decision. Things like relationship building, friendship, lending a helping hand, charity, etc., can play a role, but in general the hope is that by working with a particular rider or team, you can build your brand image and sell more product.

Bill Ryan: The reason we sponsor riders is for promotional and research and development reasons. They are good will ambassadors at the local and national tracks, testing and proving the products worth and quality.

Dale Holmes: I scout good riders with a positive attitude both on and off the track that gain visibility for our sponsors and also our team.

Ryan Birk: Sponsorship or co-sponsorship for us, and any company I guess, would be for mobile advertising of the brand and products the company makes/sells.

Therefore, our motivation is image-driven. We want to associate our brand with teams and pros that promote themselves in the same light and image that we want our brand to portray. We select the teams and riders we sponsor with the idea that image is more important than results in the long run. Of course, it helps to have our product associated with the fastest riders and teams, but the #1 guy doesn’t always equal the image that people necessarily like or cheer for on the track. I have always had the mentality to sponsor “people of influence” as opposed to just the guy that wins all the time that nobody likes. And in BMX racing, more times than not, thankfully, I’ve been lucky enough to work with “people of influence” that are also champions.

John Sawyer: Two things: helping that rider be able to do more, get to more races, and (2) for the riders to help the company build its image and brand-recognition.

Toby Henderson: Exposure good or bad. Hopefully good

Pete Dylewski: We really like to give back to the sport and support riders and teams.

Gus Lanzilotta: To promote the company brand and products.

2). Do you tell them what is expected of them, or do you adopt a “free-form” approach?

Michael Gamstetter: A little of both. It all depends on what we expect out of the deal and who big the deal is. I plan to outline things in more detail next year with everyone. The “free-form” approach doesn’t really work very well if you hope to control your brand identity and image.

Bill Ryan: It is pretty free-form, after the expectations have been explained. All of the riders know what is expected of them and, from there, it is pretty open. Some go the extra mile, while others do the bare-minimum. Sounds stupid, but I think of that part of the movie “Office Space” where 12 pcs of “Flair” is minimum, but you can have more. Hope we are not like some stupid burger chain, but I think the riders and team know what is involved.

Dale Holmes: Yes, to a certain extent I state what’s expected. Some riders get it and you don’t have to grill them on what you’re looking for. When Maris arrived in the US from Europe, he stepped off the plane already “getting it,” and knew exactly what was expected both on and off the track. I think he has demonstrated to everyone that he’s not only a winner on the track but a class act off the track as well.

Ryan Birk: With our co-sponsored teams and riders, there is a list of guidelines that they are given and sign that outlines what is expected of them. With some of the Pros that we support with product, it’s just an understood mentality of what is expected of them to fully represent our product. And that is, only riding our agreed upon product, listing Answer BMX as a co-sponsor, providing us with product feedback, and promoting the brand and product to other racers or parents with knowledge of the product when asked. I’d like to hope that our pro-level sponsored riders can give correct and detailed answers about our product when asked by someone, and not just say “cause it’s the best” because they are getting product for free.

Plus, I think we’ve done a pretty good job partnering with teams and pros that are excellent spokespeople for all of their sponsors, us included. It all goes back to my underlying philosophy that image is more important than results when it comes to promoting a brand/product.

John Sawyer: No, I have not laid that out. Being new at this, I have sat back a bit and took it all in–and still do. I watch other teams and riders, as well as ours, and am working to figure out what works and what doesn’t. I do plan on having that for at least the older riders for next year, just tweaking a few things.

I do not run team sheets or worry about that, as this is their race…mine is getting to the track, so I don’t see any need to put more pressure on them.

Toby Henderson: There are definitely rules for my riders. Getting them to follow is another story. In my opinion you do not have to win every race, but being professional is key. Wanna make the big bucks?? Act like it.

Pete Dylewski: For riders that we pay, we do have a contract with some loose guidelines but, for the most part, riders that we work with get it and don’t need to be told what to do.

Gus Lanzilotta: Both. I tell the riders what I expect, and I also remind them the reason they love BMX and what got them onto the team.

3). Do you keep an eye on what your riders are doing to promote your company?

Michael Gamstetter: Yes. I follow just about everyone on Facebook, watch the races, look for them in magazines, popular websites, check Twitter, etc.

Bill Ryan: Very much so, if we didn’t, why would we be sponsoring in the style and manner we do. Some teams only want results, but we don’t run team sheets or do anything in that manner, so the way that the riders promote and the extras they do for the company (Brand) is always looked at.

Dale Holmes: Yes, I do. It goes without saying that both our sponsors and myself really like it when they go the extra mile. I feel in today’s world you cannot succeed by just being a racer. I’ve learned from my own experiences, and watching others, that riders make themselves much more valuable all around when they go the extra mile…go out of their way to positively promote themselves.

Ryan Birk: We certainly try to, and with today’s mobile media options, we can stay pretty up to date with what our teams and riders are doing, just by staying on the Internet. Natarsha, Answer BMX’s sponsorship manager, requires regular race reports/updates from teams and riders. And we’ve been fortunate to work with good teams and riders that are constantly asking us what they can do to help us promote, so that makes it easier for us.

John Sawyer: Yes, even more so now that Answer and Ssquared are under one roof.

Toby Henderson: Yes, of course, or it is a waste of money.

Pete Dylewski: Yes, I like to see what the riders do on and off the track and see how they provide further exposure, other than racing.

Gus Lanzilotta: Absolutely! Promoting the company that he or she races for is the one of most important aspects of their sponsorship.

4). Do you feel what a sponsored rider posts on his/her Facebook and Twitter is a direct reflection on your brand?

Michael Gamstetter: It can be, but not always. I think it depends on how BMX-focused the pages and Tweets are. Some of our sponsored riders have Fan pages on Facebook and those are pretty much all about their own image and BMX. What they put there can definitely reflect on the brand. The good news is, when someone creates a fan page, they do so because they have a boatload of fans. And from what I’ve seen from our pros, when they are smart enough to have a Fan page, they are smart enough to protect their image (and ours).

Bill Ryan: Unfortunately yes. We have had many instances where we have had phone calls or been approached at the events about what someone may have posted or said on their Facebook and/or Twitter. I try to let the riders be themselves, and as long as it isn’t completely vulgar or out of line, I usually let it slide.

That said, I think, sometimes, people forget that once you post something up, it is not going to go away, even if they delete it– followers Re-Tweet, and search engines index posts, and it becomes permanent. So while some people really want to police it and have it be absolutely PC at all times, we all have to understand that no one is perfect and that people have different senses of humor or levels of tolerance, and that it really is a part of who they are as a person– which is part of why we sponsor them. But it can also be a reason not to sponsor a rider regardless of how good they are on the track.

Dale Holmes: In short, it can be. Social Networking is everywhere these days as we all know. While the guys also have their personal business on their Facebook and Twitter pages, my interest lies in ensuring they make regular posts on recent races and issues facing the industry. Our sponsors follow our riders on social media, so let’s be honest– nothing is really private these days– and I think most of our guys and gals get that.

Again, the poster child, Maris Strombergs, gets it, while Kyle Bennett and Cristian Becerine get the nudge from time to time but have gotten a lot better. Stephen Larralde is also one of our riders that’s a great self-promoter with frequent updates. In my opinion, I think most people associate their respective pages with the people themselves and while we keep an eye on it, our guys strike a great balance of both business with personal, so not much policing is necessary.

Ryan Birk: I think first and foremost, the posts have a direct reflection on the rider as a person and how they are perceived– but if it’s negative, of course it can cast a bad light on the sponsor as well. Likewise, if the sponsored rider is doing positive things and posting positive things about your brand or product, their followers and fans can be influenced to use and support our brand. And once again, it all goes back to associating our brand with riders and teams that portray the image and character that we want Answer BMX to portray. I would hope that most pro-level racers have enough common sense to know that posting negative or damaging posts online would cast a bad light on them personally and have damaging effects on their current sponsor status, as well as possibly affecting future sponsorship opportunities.

John Sawyer: Yes, in fact I was thinking about that driving back from Louisville Sunday night–why not have the older riders have a fan page that is all business and then their personal one that doesn’t have all the “unknown“ friends. This way, that they can be themselves, and still represent themselves and their sponsors professionally. At the end of the day, they have to live their lives outside of BMX–and as much as I really don’t care for FB personally, it is a HUGE part of life right now and they are still young and that is what they do.

Toby Henderson: 110% – see #2

Pete Dylewski: Yes and no. When you work with a Pro rider, you are not only promoting the on track performance, but you are saying to consumers, this athlete, as a person, is someone we want to showcase–their image and personality, as well as on-track performance. So a rider needs to be mindful of that.

Gus Lanzilotta: Yes and no. I believe the riders should act in a professional manner at all times. They represent the companies (and themselves) at all times on and off the track.

5). What is more important: Race results, or the rider’s initiative in promoting your company? (can someone who had a bad season still keep their ride if s/he makes the effort to be a good “brand ambassador?”)

Michael Gamstetter: The latter. Results are icing on the cake. There is no proof that winning races or being fast sells bikes. I’ll sponsor riders who have mediocre results, but who have a strong following, or who are exciting to watch on the track, or who are simply looked up to by the kids at their local track. Being a great self-promoter, knowing how to get press or being loved by the press, doing community service/outreach, regularly working with the local kids, etc. may be more important than getting on the podium.

Bill Ryan: When we sponsor a rider, it is for them to be a brand ambassador, that is more important than race results. A rider can definitely have a bad season and remain a part of the program. A perfect example is Jeremy Rommel, last year ( 2009 ) he had double elbow surgery, and caught a staph infection. He was out all year and had no results to speak of, but he is a great person, and brand ambassador and we believe in him. This year, he is healed up and has been on a tear, doubled in Salt Lake, won a day in Tucson, had some great racing in Vegas, the kid has been on it. But bottom line–he is a great ambassador of our brand.

Dale Holmes: Equal parts of both are important. It’s not all about winning, while it does help, but our sponsors respect our riders that are out there at the local level taking part in clinics and giving back. That’s an important piece for us at Free Agent / Rockstar, we encourage all of our riders to give back and support local tracks and kids at the grassroots level of BMX racing. We all started there at some point and we all need to go back there from time to time. Free Agent and Rockstar are both incredibly loyal companies. We are one of the few that stands behind our riders despite injuries or life circumstances. We’re in it to win, but to win on and off the track.

Ryan Birk: I think this depends on whether we are talking about a title sponsor/Factory ride, versus a product co-sponsor deal. As I said above, image and being a “person of influence” is ultimately more important than results. But say you raced for Factory ABC bike brand in 2010 and were a podium threat every race, then signed with Factory XYZ bike brand for 2011 and you’re getting moto’d, people can start saying, it’s the XYZ bike that must suck and that’s why he’s struggling. That can hurt a brands reputation and, sadly, have more impact than if the same racer switched and started winning everything.

For us at Answer BMX as a component co-sponsor and not a full Factory title sponsor for anybody, being a brand ambassador is more important than results and even if they have a bad year but still do all they can to promote Answer as a co-sponsor, I will continue to support that rider. Now, if that rider is struggling with results and NOT doing the things that made us want to work with them in the first place, then I would have to consider cutting ties with that rider at the end of the year. I’ve been very fortunate in my 15 years of dealing with sponsorship that I’ve only had to have those kind of meetings a few times.

John Sawyer: 100% rider attitude in talking with people about the product and especially with the kids when they have questions for the older riders/pros and/or want autographs from them.

Toby Henderson: Ha ha sorry I got ahead of the questions but yes. Exposure is what we want. There is no official way to put a price on exposure but exposure is what gets us sales–or least should, if all of the company’s other components are in place. Winning races gets exposure but exposure comes in many forms on and OFF the track.

Pete Dylewski: Of course you want the all around rider, but exposure and promotion can be obtained a lot easier than results, when the Pro Class is as difficult as it is today. As a sponsor, you want the rider to be able to do both in a given season, and not just be an “Online Pro”

Gus Lanzilotta: I think if a rider has a bad season you can’t give up on them. As a team manager you need to remember the reasons why you picked that rider to be on your team in the first place and provide them the support they need to have a better season the following year.

Continue to Part Two

Meanwhile, the discussion of the above is underway on VintageBMX.com. Come join in with your opinions and experiences.

“This Space For Rent” T-Shirt (pictured above) for sale on Zazzle.com

Outside Sponsors Take Another Step In

More and more savvy sponsors from outside the industry are getting hip to the fact that there is a large, untapped and very receptive market in BMX Racing. BMX Racers buy tons of plane tickets. We sleep in hotels. A lot. And anyone who wants to be a top performer needs to be all about maintaining high nutritional standards. The latest ace in the deck is Optimum Nutrition’s sponsorship of AA Pro Tyler Faoro.

ON, as it’s called, was founded in 1986 by brothers Tony and Michael Costello. If you’ve spent any time in a GNC, or a gym that carries supplements, their products will already be familiar to you when you check them out on the Website. We’ll be anxious to hear from Tyler on how he is incorporating ON’s various products into his BMX training program.

Tyler is in some pretty lofty company as an ON sponsored athlete. With 52 names listed on the “Athletes” page of optimumnutrition.com, they have some of the most muscled-up talent you’ve ever set eyes on (and there’s beauty with the brawn–that Becky Fox…whoa!). We’re sure Tyler’s tanned-and-oiled-up beauty shot will join the gallery soon

In a release, Bob Corbett, ON’s Athlete Manager said, of their new relationship with Tyler:

“Optimum Nutrition is proud to sponsor such a well-respected competitor as Tyler Faoro, and we consider him to be a fantastic addition to our team of athletes. Our premium line of protein, recovery and energy products is also a great fit for the intensely competitive world of BMX racing, and fans of the sport can expect the ON Team to be a very visible presence at major events. We recognize BMX athletes have unique nutritional needs to fuel their performance and we look forward to helping Tyler and the BMX community compete at their best.”

A big BMXNEWS congratulations to both Tyler and Optimum Nutrition, and we look forward to hearing more from you guys!