I had our social media consultant tell me once, “You know the dirty little secret about social media effectiveness is consistency. It can be tough to build a following, but it’s even harder to keep it.” The same holds true for sponsorship opportunities – especially athletes. Ask yourself – “am I a diamond in the rough? Do I posses access to a client base that sponsors want and couldn’t have without me?” Your next question which is EQUALLY as important is: “how do I maintain this level of value?”
There is a very specific reason why a sponsor chooses to affiliate their brand with you, and it’s wise of you to know what that reason is. Now, it’s always going to be true that their brand having an affiliation with you grants them access to a client base that they want to be in front of – if you can’t do this, it’s not even worth reaching out. It might also be that you’re tied to a cause, and they want the philanthropic brand affiliation, or you create some kind of image that gives you indirect access to another audience of theirs; you might support the message they’re sending, or you align with a new and fresh campaign idea – whatever it is, know why! In my experience managing individuals, it’s my belief that the majority of poor performance is somehow tied back to lack of job clarity. It’s not always the case, but I had a great superior that taught me that if I had issues with an employee I was expected to coach them “up or out.” When I spent quality time making sure they knew the ins and outs of their position, what was expected of them, how they were supposed to get there, created action plans and even disclosed how they would be evaluated – 9 times out of 10 they advanced to the next level. If you know as a partner why they want to move forward with you and you learn to speak to and uphold that value, you learn how to illuminate your brilliance, your value – like a diamond in the rough.
It’s important to remember that sponsorship is a privilege, not a right; and we’ve all heard the saying “with privilege comes responsibility.” And it’s for more reasons that you just being great at your sport. In the specific category of athletes is seems this must be reminded… When I think of athletes getting sponsored I seriously believe it’s like they just signed up for a job. Think about it, if you land a job you’re hired on for a particular skillet, a value that you can offer to the company to build their bottom line and reach their goals – they don’t just hire you because they like you. Let’s say you’re a computer programmer, you have a very specific role your employer wants you to play. If you don’t follow through in this role, you’re likely going to be cut loose, and it’s simply a good business decision from the company’s perspective. They’d be crazy to keep you on board if you hurt their bottom line. There is absolutely no difference in a sponsorship relationship. If they can leverage brand affiliation with you to build their business it’s a brilliant match, if you lose the value of that deal, if you become a medium that will not attract the right kind of attention to a “supporting” brand don’t expect them to stay. And I must say – no one should be surprised about this. It’s really a no brainer in my book. My favorite example is in the case of Gillette and Tiger Woods. Now, most golfers are men, they probably all shave, and Gillette’s tagline was “the best a man can get.” I can just feel the cringes… in light of the personal lack of integrity especially as it related to the mistreatment of his wife (who many women can relate to – many of those women also do the shopping for their husband’s razors) “the best a man can get” was no longer strongly supported by affiliating with Tiger. Kim Skildum-Reid discusses this in more dept in one of her blogs. So it really should not be a surprise that Gillette dropped their sponsorship – it wasn’t good marketing anymore, in fact, it could have been damaging for them to stay – he was no longer able to fulfill his role they “hired” him to do. Nothing personal, just business. Smart business in my humble opinion.
Sometimes brands that don’t stick around can appear to be judgemental, and disloyal – there’s a tight-rope they have to walk across which usually involves a PR rep offering a very pc explanation, but the truth is, there’s a big difference between discernment and judgment. If you see a friend get a DUI, you’d be accurate in your assessment that they have broken the law. You become judgmental when you condemn them as a person and hold their transgressions as unforgivable; when you place yourself higher on the totem pole. You’re discerning when you decide the next time they spend an evening out over drinks not to offer them your keys for safekeeping. We have to allow corporate brands to be discerning, so if you want to become a wise investment, you have to uphold your end of the bargain – the mutually beneficial bargain. Shake their hands and elevate your lifestyle and performance to one that can be assessed and know that action can be taken over it.