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Author: Justin Trapp
Title: “SPONSORSHIPS AVAILABLE”
What’s on their mind:
This is a phrase I have seen on MMA forums, Facebook and Twitter. I get emails from managers and fighters telling me (along with many other recipients) “Sponsorships Available.” The first few peaked my interest but now they are just lame duck reminders at the nature of this business and the undeveloped mentality that plagues this sport.
Let me explain. Say for example we have Jack Offerman, he owns CrazyCondems.com. A fighter approaches him about some “Sponsorships being available.” The fighter tells him his record is 4-0 and he is NEEDING sponsors for his next fight…..
(Side Note: People in general do not respond to need, they respond to opportunity. If we responded to need, the neediest organizations would have the most money and we all know thats not the case.)
So he goes into a speal about trying to make it to the UFC but for right now he is struggling so he needs help. Jack asks him what he is looking for and he says $$$-$$$$. Jack weighs his thoughts, That is a little more than he anticipated, but MMA is a growing business so he thinks it could be worth the investment, maybe. So Jack wants to know about the return on his investment. Since he is investing into the fighters business (which is himself) how is he returning that investment back into Jack’s CrazyCondoms business??? After all, its not a one way street.
Their conversation may look a little like this:
Jack: So what am I getting in return for sponsoring you?
Fighter: Well I can put your logo on my shorts and for an upgraded sponsorship I can put you on my banner. There will be 2500 people to see your logo.
Jack: Do you have a website?
Fighter: Well my cousin has a friend and he said he would put something together.
Jack: So you dont have an online presence?
Fighter: I have a facebook account and I just signed up for Twitter a few days ago. Still trying to figure this whole tweet thing.
Jack: Do you have some sort of highlight video I can watch or something to show me from your last few fights?
Fighter: I think they are on Youtube???
Jack: How are you marketing yourself?
Fighter: Well they had a photoshoot and I wasn’t able to make it so I am just trying to get the word out on my own.
Jack: So your telling me, That if I give you $$$$ that you will put my logo on your shorts and banner. And allegedly 2500 “sober” people will see my logo when your not on your back and not to mention the banner. I will be lucky if the cornermen roll out the banner all the way to see my logo at the bottom right for a few “premium” seconds while the announcer does his duties. You have no brand, you have no website, you have no substantial following. Hell, you havent updated your facebook in 2 weeks! Thats not an investment that is just free money for you.
Jack: I will have to think about it, do you have a business card?
Fighter: ummmm no but you can find me on Facebook.
Guys,
Just fighting and winning is not going to get you straight to the top or get you good sponsorships. As a matter of fact, we need to get the whole “sponsorship” concept out of our minds. It is more like a partnership. You want companies to be able to invest in you long term. For them to do this, there has to be some substance to your brand.
So here is what I’m getting at (finally). What do you need to do to make yourself enticing to potential companies.
1. Get a website. I know 2 fighters that have legit websites. Find someone who can set it up and make it look good. This needs to be a place where any info about you, fight announcements etc needs to be. Photos video etc
2. Get a highlight video. Acquire the footage however you can and have someone do it for you. If you cant find anyone to do it, use Animoto.com and use upbeat, driving aggressive music. Guess where the video goes…on your website
3. Utilize Facebook and Twitter to interact with fans, friends and family about your career and when you make news releases poster the link on your FB and Twitter for your website. This builds site traffic
4. Show up to photoshoots with promoters. They are investing in you to and they need a return on their investment as well. If your not going to help yourself at least help them recoup the investment they made in you. It is a partnership afterall.
Do these things and you will create a following and a following allows opportunity for influence and influence will get you sponsorship errr partnership money.
To put things in perspective:
Mike Jackson is not known as the best fighter in Houston, but in my opinion he is one of the most valuable fighters to a business. Did you know that his website is worth an estimated $1219 and he averages 558 page views a day? He is always at fights, interviews, on Facebook and on Twitter. All these things have helped build his following. I Dont even know what his record is, and I dont care. He has a following which is $$$$ for a business.
Thanks. Ive been trying to help people understand concepts and this is a great illustration.
Preach on brother
adam i need you to get in touch with me bro
Kudos on this post Justin!
Fighters, pay attention!
Right on. Right on. I agree. Mike is one of the most well known people on the local scene. If not THE most well known.
Exactly. Well written and laid out Justin – I may just point people to this article in the future.
Guys…Next month (in April) we are going to have something that will solve #1 (or at least help a LOT) We are going to open up the site and let ANY and EVERY fighter who wants one create a website – FREE. Just like the ones you see over on the right under “Recent Post from TheCageDoor network” – Stay tuned!!
this is a perfect example not only for sponserships but what fighters need to be doing to get fights. show the promoters that you have a following and that you can sell tickets. its a win-win for everybody
Great post Justin. *Insert Plug* I plan on starting up a consulting firm to assist fighters in the business. If you guys need help, contact me. Im everywhere, probably right next to you now. Female fights can apply too.
Thanks for taking the time to type that, not that interesting tho. You left out some key facts, like how the fighter needs to remind his corner to put on his sponsors shirt and hat, if available. At the end of the fight, when they announce the winner, that is called the ‘MONEY SHOT” and on the local scene, as a fan, I dont see that very much…its not up to the fighter who just got through with a battle, it should be the cornermen…If you want to market yourself, then photos with your sponsors logo are *priceless*…
You must not have read this…the whole purpose of this article is the fact that most guys on the local do not get sponsors for said reasons so there is not really an opportunity for your “money shot” idea. I have “money shots” when Chad robo fights. He has sponsors because he does what I mentioned… Its a little narrow minded to think that a photo with yourself with sponsor gear is a great way market yourself. It’s a nice token but not a foundation for marketing…One good point is that it should be the cornermans responsibilty after battle.
Very true mike does a flawless job at self promoting his self, and these days thats what it takes to make it big..there are tons of badass fighters out there, and half of them aren’t recognized because they dont promote or market thereselves.
Its a torpedo of truth #winning
Turk….you sounded a little harsh there…the situation that Justin references all has to happen long before the fight or the “money shot” and in actuallity…more local guys would get more publicity by working local events and promotions for their sponsors then the “money shot”
literally what has to transpire is this: the sponsor needs to realize MORE profit then the money they spend on the fighter as a direct result of the sponsorship. Not just revenue but pure profit AFTER they calculate their time to talk to the fighter etc. And remember this…in most cases that money needs to make a certain amount (opportunity cost)..if i can reach 15000 homes with direct mail for 3000 bucks and have all kinds of info etc and theres 3 peeps in each home…thats potential 45k views with more info….ill make money. so if i spend 1500 on sponsorship..it needs to out perform that or again we lost money.even if we made money….does that make sense??
As a local sponsor, Justin is 100% right. Its all about presentation. We get emails a few times a week from fighters just asking for sponsorship like ” Hey im fighting june 10th, want to sponsor me?” More then likely the answer is going to be no. Just 2 weeks ago, I had a very talented young fighter email a very long letter and was very impressed. He had all of his accomplishments laid out, along with everything he could provide as far as representing DFC. More then likely, we will sign him. People ask all the time, why Artenas Young? Answer simple, he markets himself to the fullest. Does he talk shyt? Well hell yeah, thats what we love about him, but he does it with class and style. Levi West “2 Fly ” one of our newest guys. Has a website, he markets it, hes active on facebook, and he gives us shout outs every chance he gets. I dont know if I speak for all sponsors, but not many im sure want to sponsor someone who could tarnish their brand with bad aditudes, bad sportsmanship, or trouble outside of the cage. As Justin says, your a Buisness man, cary yourself well and with respect and good things will happen for you.
Wow Justin,
This really should pique one’s need to examine their perspective of branding themselves as a fighter. As much as no one wants to admit, the fighters are salesmen as well. Or… like most business owners, they could hire someone to sell their product (themselves) for them. Either way you put it best, “People in general do not respond to need, they respond to opportunity.” I know that as an experienced sales professional. We should host a seminar for branding and selling houston fighters. From now on, you are… “TheBrilliantWhiteDude”
one good valid point He, if your a good fighter and not a very good saleman I highly recomend a manager. Someone who is well established with the connections. some guys dont want to give up there money to a manager, but your not wanting to give up a few hundred to gain a few thousand. B3 for example, Ragan and Rich from 1st hand experience are allways burning up phone lines and emails trying to get their guys sponsors.As well, they do everything possible to make sure all you have to worry about is training and fighting. and on a totaly off topic subject, the dallas cowboys, justin beiber, and jenna jameson all suck!
I’m going to have to agree with boss….Justin Beiber and the Cowboys do suck. However, I think Jenna blows.
HEYOOOO!
but, what happens at the end of the day, when the sponsors and hype and attention are all gone? there are only a few silvas and hendos and coutures. the shelf-life of an mma fighter is only so long. and, i understand wanting to make a career out of it. shit, ill just be proud when i finally get in there within the year. for me, its proving to myself that i can stand with the best dudes around, one on one. the whole sponsorship thing reminds me of when i was touring in bands. it helps, but what made people care wasnt whos clothing we were wearing. its that we tore it up, left it all put, and didnt give a shit if ten folks or a thousand were there. either way, what do i know? im still new in this. it just worries me to see so many dudes concerned about this when most these dudes are making more than the fighters. is there a fighters union?
No, there is no fighters union. Unions are really more for team sports since they have to do with making sure revenue is shared equally and equitably at all levels. Like Dana said, the top fighters (UFC) probably wouldn’t want to give away the huge chunk they are making just to make sure the bottom guys are getting paid fairly. And I’m sure not many fighters would be keen on paying union dues. MMA in essence is way more focused on individual accomplishment, training, etc. than the combined needs of the whole. All the more important that fighters get with the right management for them so they can be protected and get the level of service they want for marketing, sponsorship, intellectual protection, etc. etc.
that makes sense in regards to unions, managers, etc. good points. still, the whole selfpromtion thing seems overwhelming to me. i dont have a facebook, nor ever plan on having one. seems pretty exposing to me. too many people knowong your day to day life seems stressful.
is it also true that the boxing commission will cover your medical bills in case of a legitimate injury?
Well said Justin. A great point that you made is that buts in the seats equals more fights for the fighter. Bottom line is that this is a business. If a fighter can not bring a fan base, then he or she will sit on the sidelines. There are alot of great fighters out there, who do not get the opportunity to fight much because of lack of a fan base. I applaud you for putting something together to help the fighter gain support and sponsorship.
Jfriedman….at the end of the day we will measure our days by the added value or “utils of satisfaction” if you will. Basically that means that you may be the most right of allbthe people on here cause u are clear n why yure doing it akd what u want from it…and money and pressure and recognitin wont change that. Ur statement abou facebook is one that i applaud because you are right. Its a stressful deal bringing people into ur life in exchange for money and now more than ever people have los touch with what makes them tick. Not many couples are turning off the phones when they have a day together and most people spend time n fb that could have been spnt relaxing. They will contend they are relaxing on fb but ita different than putting on sme blues and must. Stopping ur mind from engaging. So good for u for knowing what u want in life….many people.chase things like money and come up empty handed when they realize that he cost of getting it was too high. That they paid a price that enjoying difficult. Soooo what does this ramble mean?? Basically this: knowing what u want and sticking to it will yeild more enjoyment or “utils of satisfaction” than chasing what u are told to want when truly the process and side effects take the enjoyment of the final product. So keep doing what yure doing and best to ya.
thanks man. the whole social internet network seems to take away from the whole “mystique” of the fighter to me.
there just seems to be a ton of “catch 22′s” when it comes to this sport. but, this world is very social, connected, fast-paced, and overly involved in peoples personal affairs. if someone plays sports or are in a band, folks are more concerned about who they are sleeping with, what they are wearing, and who they got into a fight with after the game/show than they are their performance. so, athletes, i guess, have to play into that and use it to their advantage? i dont know.
when it comes to local / state level pro fighters, what do the sponsors really do? are they paying the bills so the fighters dont have to work? do they cover gym membership or the house note or electric bills or dr bills? i just dont see the point in being a billboard for someone unless they are giving a lot in return, especially when its my ass on the line.