Riders urged to work smarter for sponsors
Riders need to know how to approach those they want to work with, and what they can offer
RIDERS hoping to work with sponsors must “play by the rules” and work in a way that benefits all involved, experts agree.
H&H has reported (news, 13 February) on the ways such deals can work for both parties. Consultants and riders have since expanded on the ways sponsorship should be approached so it works.
Sarah Skillin of Equiconsulting, who works with both brands and riders, said that she has seen riders citing their social media follower figures when approaching brands for support.
“I get people saying, essentially, ‘I’ve got 25,000 followers and love your product; can I have a free saddle?’ because they’ve been conditioned to think the
‘influencer’ is key, and if you’ve got a big social media following, free stuff is a god-given right. What they don’t take into account is everything else that has to go into it, and the work ethic.”
Ms Skillin said as well as low-level but well-followed riders, there are pros who say they like a brand and “what are you going to give me, as I’m a top rider?”
Ms Skillin said riders need to consider how they work with their sponsors, how they present themselves and whether they are good ambassadors in general.
“I want to work with people who already use the product, and say how good it is, and ‘how can I help?’” she said, adding riders must bear in mind what they can offer when looking for deals.
When she works with riders, she said, she will have plans setting out what they can do, such as targeted social media posts, tailored to suit that brand. A sock company might just want people to know a top eventer wears its socks, while a manufacturer might want referrals to the brand.
Ms Skillin also advises riders to work with companies whose products they already use and support, as this is “doing it for the right reasons”, and being genuine, rather than being given a new product to try, as this will sway their opinion. She also warned that endorsement of companies with which a rider has a deal, including amateurs who are agents for insurers and earn commission, for example, need to be clarified as such, or fall foul of the Advertising Standards Agency.
“I’ve had brands say they gave a rider £1,000 of stuff and got nothing so they won’t sponsor anyone now,” she said. “The more you generate for a brand, the more they’re likely to give you but also, the better it is for the industry; if the whole industry plays by the rules, it’s better for everyone.”
Claire King, who works with riders in a similar manner, agrees people should work with brands they know and like already, so they can provide a tailored approach.
“And pitch to your audience,” she told H&H. “If you’re an eventer and a company doesn’t have a presence in eventing, don’t go to them. Be very focused, and look at who a brand has already and what you can add to the mix; if their ambassadors are all male and you’re female, you might have more of a chance.”
Ms King advises researching brands and comparing their identities with your own, to see if there is a fit. And while 50,000 Instagram followers does not guarantee free products, lowerlevel grassroots riders who have engaging, interactive social media followings are also valuable.
Eventer Imogen Murray told H&H working with Ms Skillin has changed the way she works with sponsors. Now, if a brand makes an approach, the team will discuss with it the ways they can work together, and expectations, such as when Imogen will be available to meet people at a big event.
“There’s a great girl who sends me clothes and just wants me to wear them, which I did anyway; she makes my cross-country tops, and if I’m interviewed in them she’s over the moon,” Imogen said. “Other brands need you to do more and that’s fine; it’s all about being open and honest so it works.
“I wouldn’t take sponsorship if I hadn’t used the product; it’s hard to promote something you don’t believe in. I won’t do anything that could compromise the horses, and each horse is different.”
Fiona Nellis, general manager of Horselyx, told
H&H the company has regional ambassadors among its team of riders, but it also has a physio and a farrier on board.
“Our thoughts were looking at different aspects of the health and wellbeing of the horse and how Horslyx can be of benefit during what could be stressful times for the horse,” she said.
“The benefits I would like to think are as much for the supported individual as for us – it gives the rider the opportunity to feed our balancer, we offer training about the features and benefits of feeding Horslyx, which can be bespoke to each horse, and they see the results.
For us, they bring further credibility that riders competing in the public forum want to use our products.”