Rethinking Your Approach to Race Sponsorship (it’s not that scary!)

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For most of us, January ushers in a new fiscal year and the start of the dreaded outreach to race sponsors. How many of you are already putting this off?  Just me?  

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We all know sponsorships are a vital part of the success and growth of races.  

There is a limit to what participants are willing to pay and it doesn’t come close to covering the cost of putting on an event, regardless of how many participants you attract.  Beyond the financial impact, sponsorships can also be a great way to gain community buy-in for holding the race in the first place.  Being upfront about potential implications to local businesses along the route and offering them a partnership package can turn a perceived hindrance into a helping hand.

“We know our course goes right by your store and that might cut down on your customer flow on race day.  Perhaps you could host our bib pick-up one afternoon to drive our participants to the store.” (This creates good will AND reduces your bottom line because you don’t need to pay to book a space for bib pick-up).

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The template for approaching sponsors remains pretty universal and unchanged.  

Whether you call it “Platinum, Gold, and Silver” or “Premier, Partner, and Friend”, the model is the same: pre-existing tiers with a combination of logo placement, free race entries, and social media mentions.  It’s a system we all, including the sponsors, have bought into…but does it work?

Instead of starting with the creation of the packages, why not do the outreach first?  Take the time to understand the values of the potential sponsor and then craft a package to meet that mission.  

For corporate sponsors specifically, dig a little into their public image.  

If you are making meaningful changes to your race to improve inclusivity, for example, let potential partners know that, especially if they have expressed a public commitment to do so as well.

“I saw a recent article about your firm trying to attract more diverse talent and that is completely in alignment with our race’s mission.  We’d love for you to sponsor the race and use that partnership as an extension of the vision you have for your firm.”  (The old put-your-money-where-your-mouth-is).

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Finally, think of sponsorship development as a multi-year process.

 It can be tempting to focus on this year’s budget and treat it as a cash-grab (we have ALL done it!), but the truth is, you’re engaging in sales.  And a foundational piece of sales is leaving room for up-selling.  Be upfront about your desire to grow the relationship and establish metrics with your sponsors to encourage that.

“We are thrilled to start this relationship by giving you a booth at our post-race.  Let’s create a unique QR code for attendees to sign up for your company newsletter at the booth and set a goal for engagement with that code.  If we meet the goal, we know we’ve got the right audience for you and we can talk about growing your presence in the future!”

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We hope this article has given you some renewed energy around the sponsorship process.  Don’t be afraid to try new things - you might be surprised by how little you need to give in order to gain!

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Would you like help managing registration and fundraising for your upcoming race?

Check out Run The Day - a simple 5K registration platform that's been trusted for 20 years by thousands of races.

Looking for a helping hand with your upcoming community race? Send a note to info@runtheday.com or info@eseosports.com and we'll be more than glad to assist!