Sponsorship is a sensitive subject at Kogel Bearings. We get questions about it almost as much as we get questions about how to install a bottom bracket. And I understand it. Cycling is an expensive sport for most people, although that is relative if your other hobby is racing Aston Martins on the weekend. Add race registrations and travel expenses to your bike purchase and you’re looking at a pretty penny.
I also understand that everybody loves free stuff, as you can witness if you ever visit the Tour de France caravan. People ending up in fist fights over beer coolers with the name of an insurance company printed on it or even better: used water bottles thrown out by pro riders. The big problem for Kogel Bearings is that by giving you our products in exchange for only your race results, it becomes just like the used water bottle: free stuff. The shine wears off within minutes of scoring what looked like a precious gem at one point.
Will Kogel Bearings sponsor our team? We will put your logo on our jersey.
So, you have a team and some are landing podium spots. Awesome! At any time we will be happy to give you a team deal if it does not conflict with the below points or one of our local dealers. Here’s the catch though: The entire team proudly wearing the Kogel Bearings logo on their jerseys but Chris King and Shimano bottom brackets in their bikes makes us look silly. Before you ask that question, have a team meeting and see if every single rider is willing to make a discounted purchase.
* Does anyone spot a sponsorship conflict in this picture?
How do you represent our business?
Here’s an obvious one: if you ride around with our logo on your jersey, you all of a sudden become the face of our business. If you race like a douche or tell the slowest person on the training ride to hurry up because you need to be home in time to watch Bar Rescue, this person is probably not going to become a Kogel Bearings fan. Be nice to people, even when you don’t want to. After your worst racing day ever, we still expect you to go to the podium ceremony and applaud the winners.
While you’re at it, make sure your social media makes us want to be you. Athletes posting pictures of sunsets and post ride espressos are more likely to get our support than athletes having strong opinions on controversial political topics.
* So you trained hard for your big race, but someone else wanted it more? You even dropped a chain? If your reaction ends up on youtube like this video, expect the contract negotiation with your sponsor to be up tomorrow at 8am.
Sponsorship is all about the money
When you approach a business and ask to receive their products for free, always keep in mind the number one goal of any business, which is to show a profit at the end of the year. By sending you a free bottom bracket or set of wheel bearings, you have just put a $200 negative transaction in our account books. Always keep in mind what you do to replace that money and a bit more. That makes the transaction valuable to your sponsor. This could come in the form of promoting the brand to your friends and fans in such a way that they want to buy, it could be in getting a review written on your personal blog or better yet in a magazine. By doing that, you have just saved the company some advertising dollars or generated a sale for them. Imagine if you would talk to your local bike shop and turn them into a devoted Kogel Bearings dealer. You’re guaranteed a spot on our team for a good while.
Be an ambassador for the brands that support you
So now that you have decided to be nice, sponsor logo correct and understand the business side of your deal, try to have fun with it! This womens team recently came on my radar. At the time of writing, Fearless Femme p/b Haute Wheels Racing still have to start their first race and I already consider myself a fan. A team of badass girls in well-coordinated kits, riding expensive custom frames and with Lexus team cars. On top of that they will kick most people’s rear end on a thirty minute climb or in a sprint finish. What struck me most is that every single post on their Facebook is about having fun and shows that they think outside the box. We would be honored to have them promoting our brand next year.
* Helen Wyman is another racer we have been proud to be involved with. Here she is, exchanging high fives with fans right after the first ever world cup race on home soil. She did not finish in the spot she was aiming for, but she was still all smiles in front of these people and the cameras.
But, I asked if you will sponsor ME?
That’s entirely up to you. Although road and mountain bike racing season is in full swing, cross season is coming up. Reach out at any time with a well thought out proposal and Kogel Bearings will be all ears.
