BUILDING PARTNERSHIPS BEYOND THE SEASON
For many female athletes, the relationship with sponsors is crucial to their professional success, often supporting their career development, training needs, and lifestyle. However, sponsor relationships shouldn’t end when the season wraps up; they can and should extend throughout the year. By thinking creatively and strategically, athletes can continue to engage sponsors during the offseason and add long-term value to their partnerships. Here’s how you can maintain sponsor engagement all year round.
1. REFLECT AND SHARE YOUR SEASON'S HIGHLIGHTS AND INSIGHTS
At the end of each season, compile a review for your sponsor that covers both your athletic performance and brand collaboration highlights. Be transparent, sharing what worked well in terms of both sports and marketing, as well as any challenges you encountered. This helps sponsors understand the effectiveness of their investment and provides an opportunity to build on what’s working. For instance, if a particular social media campaign saw high engagement, propose ways to expand on that approach next season, whether that’s through new content formats, unique behind-the-scenes content, or tapping into new audience segments.
2. DEVELOP OFF-SEASON ENGAGEMENT IDEAS
In the offseason, sponsors may be concerned about dips in engagement and visibility, but this period can actually offer a fresh way to connect with fans and sponsors. Suggest a few offseason campaign ideas that fit your brand and appeal to your audience, like hosting a Q&A session on social media, sharing training routines, or organizing a virtual “meet the athlete” event with sponsor visibility. Offseason content can also be a great way to bring fans closer to your journey, showcasing the hard work and commitment that isn’t always visible in the competitive season. This adds authenticity and depth to your brand, which is incredibly appealing for sponsors.
3. STAY CONSISTENT WITH UPDATES AND RELATIONSHIP BUILDING
Sponsors appreciate athletes who stay in touch. By sending regular (but not overwhelming) updates during the offseason, you keep them in the loop and reinforce the value you bring. Quarterly check-ins, for example, can provide them with updates on any changes in your training, performance goals, or upcoming events. These touchpoints are also great opportunities to brainstorm ideas or discuss any new sponsor goals that have come up. Consistent communication shows that you’re dedicated to a long-term partnership and keeps you top-of-mind when sponsors are planning future campaigns or activations.
4. CREATE VALUE OUTSIDE OF COMPETITION
Sponsors today are increasingly focused on values and purpose-driven branding. Use the offseason to show sponsors the impact you’re making off the field, whether that’s through your involvement in community projects, mentorship programs, or even personal goals. By sharing these elements, you create additional narratives that sponsors can align with and support. These activities often appeal to a broader audience, opening up new potential touchpoints for your sponsors’ brand.
5. LEVERAGE SEASONAL EVENTS AND HOLIDAYS
The offseason includes key moments like holidays and major sporting events, which can be ideal for collaboration and creative content. Propose fun ways to celebrate these with your sponsor, such as holiday giveaways, New Year resolutions campaigns, or even content related to other major sports events where your brand and personality can shine. By timing specific content with these events, you can reach audiences when they’re most engaged and position yourself as a year-round ambassador for your sponsor.