And, as AR is arguably the only sport where even inexperienced teams believe they deserve to be sponsored, we’ve asked sponsorship guru, Max Cluer, to give you a couple of pointers so that your efforts are not only rewarded, but that your team and our sport makes a positive impression. 

• Be open and honest from the onset with your proposed sponsor. Do not try and pull the wool over their eyes as any good sponsor will check up on you.
• Put together a professional CV. Compile a team portfolio, present photographs of your team, describe your goals and list other sponsors.
• Make contact telephonic contact with the proposed sponsor but take your proposal to them personally. Meeting them in person and shaking their hand is the first step in developing your relationship – one from which you can both mutually benefit in a symbiotic relationship.
• Make them feel important.
• Be excited and enthusastic about their brand and how you can promote it in its intended environment.
• Be humble in victory and gracefull in loss. Always report back no matter what the result.
• Remember that sponsorship is not about what they can do for you but rather what you can do for them.
• Explain the exposure available in the media and the potential exposure for the brand – but don’t promise them coverage as your team may not even feature.
• Be realistic when presenting your goals and objectives. Don’t aim too high, rather raise your goals as you become more experienced and successful.
• When presenting your sponsorship request, start small. Start out with product at cost + 10%. As your relationship builds you can progress to product at cost, then full product sponsorship and finally look at the cash option.
• Money will only be given to you once your sponsor is sure of your relationship with them, once you have proved yourself and once they trust you.
• Follow up on all your sponsors. They are your Number 1 priority in your team. First your sponsors, then your team and the individuals last.
• NEVER EVER lie or promise something to a sponsor that you cannot deliver as a person or as a team. You will not only lose everything that you have worked so hard for but it will also put up a big STOP SIGN for any future proposal to that sponsor.
• Report back on the product. Your feedback and constructive comments will not only cement your relationship but will assist your sponsor in improving their products and range.
• Try to get your sponsor involved. Invite them to come through to the races to see what the whole AR thing is about. Encourage them to enter a sprint race with you. Make them feel imortant and show them where and what they are putting their money towards.
• Once your relationships are established introduce your sponsors to each other. They may be able to work together on both business and team initiatives.

Remember you have to walk before you can run, but once you’re running its all downhill on a steep skree slope.

Author: Max Cluer

Max (Max Cluer Sports Marketing) is a Sports Marketing Consultant and is thus involved in not only the organisation of sporting events, clinics and workshops but also compiles and edits sponsorship proposals. He is an agent and consultant for numerous athletes and manages their sponsorship portfolios. max@maxcluer.com

While expenses like entry fees, transport and food are costs incurred with each event, once you’ve purchased your clothing and equipment you’ve won’t need to spend any more money until the items need to be replaced or upgraded.

Let’s look at what’s involved…

Entry Fee
For a Short Course (65km – 100km) event you’re looking at R180 to R280 per person. Classic (200km – 250km) events will cost you R500 to R600 per person and for Expedition events (400km to 500km) you’re looking at R3500 – R7000 per 4-person team.

Transport
This rate is obviously dependant on the distance travelled. Bear in mind that for a 4-person team with 2 seconds, two vehicles will need to be driven to the event – one or both to be used as seconding vehicles. You’ll probably be towing a trailer and could have boats on the roof – both of which affect fuel consumption. Toll fees should also be taken into account.

For 2 vehicles you should budget the following:
Short course events, R2500; Classic, R2500 and Expedition, R4000.

Flights may need to be added to this equation if your team-mates are spread around the country.

Accommodation
In some cases you will camp at the start venue. Sometimes you will have to pay for this and occasionally there are no extra charges. Chalets are sometimes available – at an additional cost. You may need to book accommodation after the event too.

Food
When you’ve got 4 hungry racers and 2 seconds to feed, the cost of food is not insignificant. The more days, the more food and snacks. You can budget on R1000 for a 2-day Classic and up to R3500 for Expedition events.

Clothing
Image is everything… If you want to look like a team, you’ve got to dress as a team. For the basics – short & long sleeve tops, cycle shorts, shorts and long lycra leggings.
4 x short sleeved tops @ R130 = R520
4 x long sleeved tops @ R160 = R640
4 x Cycle shorts @ R250 = R1000
4 x shorts @ R140 = R560
4 x long leggings @ R200 = R800
4 x wind proof, water resistant shell @ R350 = R1400

TOTAL = R4920 (R1230 per person)

It is also a good idea to have 2 thermal long sleeve tops, not just one (add on R640) and it is also good to have 2 short sleeve tops (add on R520). Total = R6080 (R1520 each). Then there is the personal stuff like socks, beanies, caps, gloves etc.

Trail shoes
This is one item of personal equipment that certainly deserves its own heading. I asked around to gauge how often experienced racers are replacing their shoes. The average seems to be 3 – 5 months. So if you race regularly and use your shoes a lot in training, then you’ll need to budget for 3 pairs a year at R700 – R1200 per pair.

Branding
All your clothing should be branded with your team name and sponsors name/logo. Add on another R500 to R600 for printing.

Equipment
These are things each person will need… backpack (~R500), mountain bike (R7000+), helmet (R300+), hydration bladder (~R230 for a 2l), front and back bike lights (R200+), carabiner (R100) and headlamp (R250+). Again, once you’ve got this stuff, you’ve got it – and for a long time. Add to this things you may need… climbing harness (~R500+), PFD (R500) and trekking poles (R350).

For now I’ll ignore boats. If you’ve got to provide them for the event, you either need to own your own doubles or hire them.

AND THE TOTAL IS…?
Let’s say that you’ve got your clothing and equipment, then considering only your recurring expenses – entry, transport, accommodation and food for 4 x racers and 2 x seconds, you’re not likely to be looking at less than R5000 for a short course event; R7000 for a classic and R12000 for an expedition event.

Mountain out of a molehill?
These expenses may look high but consider the following…

• All expenses are divided by 4.
• If you’ve got a new team and are just getting into the sport, you really don’t need to look like clones by splurging on new clothing and gear. You can get away with stuff you already have.
• If you’re selective about events and only take part in longer events every 2-3 months, then you’ve got the time to put aside a few extra $’s for racing.

Author: Lisa de Speville [Note: article written in 2003/2004 - costs have changed...]