DON’T GHOST THE OPPORTUNITY: FREE FOLLOW-UP TEMPLATE FOR FEMALE ATHLETES

You’ve done the research. You’ve personalised your pitch. You’ve hit send. And then… nothing. No reply. No rejection. Just silence.

It’s one of the most frustrating parts of reaching out to potential sponsors. But here’s the truth: a lack of response doesn’t mean a lack of interest. It just means the work isn’t done yet.

WHY FOLLOWING UP MATTERS MORE THAN YOU THINK

Most brand reps and marketers are juggling a million things, from campaign launches to internal approvals. Your email might have landed at the perfect time… or it might have landed in the middle of a hundred others. That’s where the follow-up comes in.

In fact, studies in sales and marketing show that most deals happen after the second or third point of contact. So if you send one email and stop there, you could be leaving real opportunities on the table.

Still unsure? Here are three reasons why following up is just as important as the initial pitch:

1. IT SHOWS YOU'RE SERIOUS

Anyone can send a cold email. But following up shows commitment, professionalism and genuine interest in building a relationship (not just getting a deal).

2. IT HELPS YOU STAND OUT

Most people don’t bother to follow up. So when you do, you rise above the noise and remind them that you're proactive, organised, and worth a second look.

3. IT OPENS THE DOOR

Even if the timing wasn’t right the first time, your follow-up might arrive just as the brand begins planning its next campaign. You’re putting yourself back on their radar... and that’s powerful.

When (and how often) should you follow up?

Our rule of thumb:

• Wait 5–7 days after your first email.

• If there’s still no reply, follow up once more a week later.

• If they still don’t respond, it’s okay to park it for now – and check back in a few months when you’ve got something new to share.

Be polite. Be respectful. And most importantly, be clear.

Try this follow-up template

Here’s a copy-and-paste-friendly message you can tweak for your own outreach:

Subject: Just checking in – potential partnership

Hi [Name],

I hope you’re well! I just wanted to follow up on the note I sent last week about a potential partnership opportunity.

As a quick recap: I’m [your name], a [your sport/level/achievement] passionate about [your purpose]. I’d love to explore how we might work together to support [shared value or project idea].

I’d be happy to send over a media kit or hop on a short call to explore ideas. Let me know what works best for you.

Looking forward to hearing your thoughts.

Best,

[Your Name]

[Your Instagram handle or website]

BONUS TIP: ADD VALUE IN YOUR FOLLOW-UP

If you’ve posted new content, featured in the press, or reached a milestone since your first email, mention it! It’s a great way to reignite interest.

Example:

“Since I last got in touch, I’ve just been named in the squad for [tournament] and featured in a BBC Sport article on mental health in elite sport. It’s been a big month and I’d love to chat about how we could collaborate around this.”

YOU'RE NOT BEING PUSHY, YOU'RE BEING PROFESSIONAL

So many athletes worry about following up because they don’t want to seem annoying. But brands aren’t put off by a thoughtful nudge. In fact, they often appreciate it. It shows initiative and follow-through.

So don’t ghost the opportunity. Show up. Follow up. And keep backing yourself. Your next deal could be one email away.

Disclaimer: The information provided is for general guidance only and does not constitute professional advice; individual outcomes may vary and the Women's Sports Alliance and 17 Sport accepts no liability for any actions taken based on this content.