SponsorShips and You: How to Deal
Being a literal human billboard
I saw this question online and I think that it's both valid and an incredibly misunderstood subject. What are paintball sponsorships now and why aren't they real sponsorships? It's a good question and also one I feel a lot of people don't really think through.
So why do these questions come up? I think it stems from looking at a lot of modern 'sponsorship' programs, if you even want to call them that. A LOT of paintball companies have sponsorship programs are not what most people would ever really call a sponsorship if they looked at things objectively. Most companies offer something like a small to medium discount if you're willing to lock into buying hundreds to thousands of dollars of equipment and only use their stuff---whether that be jerseys and pants, guns, loaders, or paint. They'll want you to only use their stuff, to maybe do some postings on social media, and play in a certain amount of events.
So what's the transaction? They get your money, your freedom of choice, and you to be a small-to-very small billboard for them. You get a usually small, maybe med-level, discount on your gear. People don't seem to love it, but like saying that they have a sponsorship and that they are getting a bit of a discount on what they were buying. And companies do like saying that they have some sponsored teams and really tend to push and focus on their bigger teams.
So why do these questions come up? I think it stems from looking at a lot of modern 'sponsorship' programs, if you even want to call them that. A LOT of paintball companies have sponsorship programs are not what most people would ever really call a sponsorship if they looked at things objectively. Most companies offer something like a small to medium discount if you're willing to lock into buying hundreds to thousands of dollars of equipment and only use their stuff---whether that be jerseys and pants, guns, loaders, or paint. They'll want you to only use their stuff, to maybe do some postings on social media, and play in a certain amount of events.
So what's the transaction? They get your money, your freedom of choice, and you to be a small-to-very small billboard for them. You get a usually small, maybe med-level, discount on your gear. People don't seem to love it, but like saying that they have a sponsorship and that they are getting a bit of a discount on what they were buying. And companies do like saying that they have some sponsored teams and really tend to push and focus on their bigger teams.
Support your friends in the industry and what they make! Like what they do? Buy and show it off!
So why are people frustrated? Well, when you hear the word sponsorship, most people think 'Getting given things/getting free things' because that's what sponsorships for teams in the limelight used to get and you hear about them in other sports as well. Teams at the top of the sport still do get those things---plenty of pro teams are payed in gear that they then resell to get a salary from them. But that's REALLY not most people's experience. So why don't teams get those deals and why don't companies give them out?
There are two sides to this and most people don't really look at them from each perspective.
Most sponsorships are just discounts on stuff to lock you into a product. That's pretty established. They really aren't a sponsorship in a real sense, but you can absolutely get different terms. Before you do this or expect it from literally anyone, people should also ask what they bring to the table when asking a company about being sponsored.
There are two sides to this and most people don't really look at them from each perspective.
Most sponsorships are just discounts on stuff to lock you into a product. That's pretty established. They really aren't a sponsorship in a real sense, but you can absolutely get different terms. Before you do this or expect it from literally anyone, people should also ask what they bring to the table when asking a company about being sponsored.
Be LOUD. Be visible.
You need to ask yourself, "How am I bringing actual tangible value to the company that I am trying to work with?" I would argue a lot of players and teams don't really add a ton of value to get the better deals or 'free stuff' by just wearing a jersey or shooting a certain marker. Playing on local fields or in regional games means that you likely have a minimal impact on other teams or players around you. Not trying to be a dick about it, but most players aren't moving markets by just playing locally. Sure, new players or other local teams might see your stuff and get curious, and there is some value in that. But realistically how much will that company that's sponsoring you gain from that? Maybe a handful of purchases from those around you from your word-of-mouth praise and conversations. And that's a LOT of teams operate and how sponsors view a lot of teams and players. That's why they'll give a small discount---they may get a little more volume from it from you and your team and that can make up for any loss of profit from the discount plus they like helping players out. And hopefully a few other players or teams join the fold around you. A little discount for a little smile and a little more sales volume. Everyone wins on a small scale but players wonder why they aren't getting more.
Now ask yourself some questions: Are you vocal on social media? What kind of reach do you have online? How are you advertising for them? What is your exposure? Do you have a good or bad reputation? All of that matters. Grass roots advertising has real value and can help drive sales for groups. If you're willing to do that for a company, they're a lot more likely to care and have a conversation with you.
So how can you do that? I can tell you what I did. My team does charity work for an Autism charity. Whenever we have an event coming, we reach out to a ton of companies. Now I am not about to claim that a ton of companies don't step forward because of the cause---they do and I absolutely cannot thank them enough. They're great and they would do it if I never said a word about them.
However, if you think that I sit and hope that people will help strictly on good will alone, you couldn't be further from the truth. Quiet the opposite. As many, many of you know, I advertise EVERYWHERE. I post all over social media. I post in paintball forums. I do live chats. I get vocal whenever I can. I do all of that repeatedly. And I document ALL of that engagement.
When I do a recap for the sponsors after, I send them the engagement numbers. I let them know how many views, likes, and comments we get (never give any personal info or names out ever). I let them know how many people were driven to action---meaning how many people donated. I let them know the average donation. I let them know total money raised. I know the metrics that would matter in terms of ROI (return on investment --- getting value back for their time/money) and am willing to share that with any and all sponsors. That's not just me saying, "Hey, some people know us and see we play lots of big games and scenarios." This is me SHOWING, not just TELLING. If you can do that, it really helps. Businesses speak with numbers, not stories. So speak their language.
Now ask yourself some questions: Are you vocal on social media? What kind of reach do you have online? How are you advertising for them? What is your exposure? Do you have a good or bad reputation? All of that matters. Grass roots advertising has real value and can help drive sales for groups. If you're willing to do that for a company, they're a lot more likely to care and have a conversation with you.
So how can you do that? I can tell you what I did. My team does charity work for an Autism charity. Whenever we have an event coming, we reach out to a ton of companies. Now I am not about to claim that a ton of companies don't step forward because of the cause---they do and I absolutely cannot thank them enough. They're great and they would do it if I never said a word about them.
However, if you think that I sit and hope that people will help strictly on good will alone, you couldn't be further from the truth. Quiet the opposite. As many, many of you know, I advertise EVERYWHERE. I post all over social media. I post in paintball forums. I do live chats. I get vocal whenever I can. I do all of that repeatedly. And I document ALL of that engagement.
When I do a recap for the sponsors after, I send them the engagement numbers. I let them know how many views, likes, and comments we get (never give any personal info or names out ever). I let them know how many people were driven to action---meaning how many people donated. I let them know the average donation. I let them know total money raised. I know the metrics that would matter in terms of ROI (return on investment --- getting value back for their time/money) and am willing to share that with any and all sponsors. That's not just me saying, "Hey, some people know us and see we play lots of big games and scenarios." This is me SHOWING, not just TELLING. If you can do that, it really helps. Businesses speak with numbers, not stories. So speak their language.
Maybe do durability testing for your sponsors, as shown here with Killian and Dyzana
Beyond that, companies will want to know you and who you are as a team and as a person. They want to know your character. Do they really know you and your values? How would you represent them on and off the field? They want to know that you're a stand up person that won't embarrass them. They want to be proud to be associated with you. And a lot of them want to know that you're a person that they'd want to have a beer with after a game. That kind of thing can absolutely factor in.
By the way, that last paragraph should damn well go BOTH WAYS. You should know who your team is in business with as well. Are they people you actually like? Do they represent what YOU want people in paintball to be. Are they people who are good for the sport? Do they have any skeletons in their closets that you want no part of? Or are they the type of people that you're more than happy to go to bat for any day of the week? I will say this---I consider every single sponsor I have a personal friend. We've ended the rest of our relationships. The ones that we have now I would gladly help out because I want them to succeed. Because I believe in what they do and who they are and think that they make quality products. If they failed in any of those areas, then I wouldn't even consider bringing them onboard. Because as much as I need to be someone that they want to be associated with, they need to be someone that I am proud to be associated with. It goes both ways. Them aligning with your values is just as important.
By the way, that last paragraph should damn well go BOTH WAYS. You should know who your team is in business with as well. Are they people you actually like? Do they represent what YOU want people in paintball to be. Are they people who are good for the sport? Do they have any skeletons in their closets that you want no part of? Or are they the type of people that you're more than happy to go to bat for any day of the week? I will say this---I consider every single sponsor I have a personal friend. We've ended the rest of our relationships. The ones that we have now I would gladly help out because I want them to succeed. Because I believe in what they do and who they are and think that they make quality products. If they failed in any of those areas, then I wouldn't even consider bringing them onboard. Because as much as I need to be someone that they want to be associated with, they need to be someone that I am proud to be associated with. It goes both ways. Them aligning with your values is just as important.
Give your partners exposure!
So what really comes into play when your trying for a sponsorship? Great question. Glad I asked.
What is your exposure? Do they really know you and your values? How would you represent them on and off the field? And would other people give a damn about what you say, that you use their gear, and would you try and help them in their business? If they aren't in the room with you, do you still stick to your guns and let others know that you believe in them and what they do with your whole damn chest?
INFLUENCE MATTERS. Companies measure things in quality and quantity in their metrics. Well, congrats, players are what are getting measured in this and every other sport. There's a reason that the agent for a QB for Ohio State is able to get more NIL money than that catcher for Kansas State. No different here.
The good thing is that you can do a lot more about it than the example above. You can always engage more on social media. You can go to more games. You can get to know more people who run companies. You control all of that. You don't need to be Ryan Greenspan to do any of that. It's all stuff that you have a good amount of control over. So use that.
And if you might have that and feel like you can really help a company (and ask them how you can help early and often), ask what they might be willing to do with you in return. I have personally felt that going in without expectations and having an open, honest conversation about how you can help them out is a great place to start. Then lay out what your version of what might come back your way might be, or ask how they like to operate. It's an entirely different conversation than a lot of teams have with them, which in a lot of cases is "What can you do for me?" That's going in with your hands out and not really letting them know what you can bring to the table. If you want something from them, give them something of value in return. And make it beyond just a nice story.
What is your exposure? Do they really know you and your values? How would you represent them on and off the field? And would other people give a damn about what you say, that you use their gear, and would you try and help them in their business? If they aren't in the room with you, do you still stick to your guns and let others know that you believe in them and what they do with your whole damn chest?
INFLUENCE MATTERS. Companies measure things in quality and quantity in their metrics. Well, congrats, players are what are getting measured in this and every other sport. There's a reason that the agent for a QB for Ohio State is able to get more NIL money than that catcher for Kansas State. No different here.
The good thing is that you can do a lot more about it than the example above. You can always engage more on social media. You can go to more games. You can get to know more people who run companies. You control all of that. You don't need to be Ryan Greenspan to do any of that. It's all stuff that you have a good amount of control over. So use that.
And if you might have that and feel like you can really help a company (and ask them how you can help early and often), ask what they might be willing to do with you in return. I have personally felt that going in without expectations and having an open, honest conversation about how you can help them out is a great place to start. Then lay out what your version of what might come back your way might be, or ask how they like to operate. It's an entirely different conversation than a lot of teams have with them, which in a lot of cases is "What can you do for me?" That's going in with your hands out and not really letting them know what you can bring to the table. If you want something from them, give them something of value in return. And make it beyond just a nice story.
Support your friends and their companies and grow together!
That can be how you get actual partnerships and not just some deal that costs you a ton and locks you into products that you may or may not like. And stick to your guns on that---you should like and believe in what your partners are doing for and with you. And it should be a PARTNERSHIP, not a handout either way. Both sides lift each other.