Negotiating a sponsorship deal can feel like stepping into a daunting game, but it doesn’t have to be. As athletes, we’re trained to perform under pressure, and negotiation is no different. It’s a skill that can be developed and refined. And let’s be honest, knowing how to secure better sponsorship deals is key to growing commercially.
The good news? You’ve got more 'power' in these conversations than you might think. Brands are increasingly looking for long-term partnerships that align with their values, and they’re eager to invest in athletes who know the value they can add. It’s not about being aggressive; it’s about being confident, prepared, and clear on what you bring to the table.
Let’s break down some key tactics that will help you walk into your next negotiation with confidence and walk out with a deal that works for you.
KNOW YOUR WORTH AND OWN IT
Before you even start negotiating, it’s crucial to understand your value. This goes beyond your stats and social media following. Think about the wider influence you have, your engagement with your community, your personal story, and your alignment with the brand’s values.
Brands want athletes who can connect with and influence their audience. So, when you walk into that negotiation room, bring your full self with you. Highlight your unique strengths, whether it’s the way you inspire your followers or the causes you stand for.
Pro Tip: Come armed with data, including engagement rates, social media metrics, and any case studies from past campaigns that showcase your impact. This is your leverage!
MAKE IT ABOUT MUTUAL BENEFITS
A strong sponsorship deal isn’t just about what you receive, it must be mutually beneficial to both yourself and the brand. Your job is to show the people in the room how working with you will benefit them in the long run.
Think of it as a collaboration, not just a one way transaction. What can you offer the brand beyond the deliverables in the contract? Whether it’s creating unique content, representing their values authentically, or driving engagement, show them that you’re invested in their success too.
Pro Tip: In negotiations, ask questions to understand the brand’s goals. What do they want to achieve from this partnership? Use this insight to tailor your pitch and demonstrate how you can help them meet those objectives.
BE CLEAR ON WHAT YOU WANT
It’s tempting to jump at the first offer, especially when it’s a big brand or an exciting opportunity. But don’t rush. Take a step back and find clarity on what you really want from the partnership. Is it just about financial compensation for you, or are there other benefits you can negotiate, like more visibility, extra support, campaign involvement or long-term potential?
When you know what you want, it’s much easier to steer the negotiation in a direction that works for you. Don’t be afraid to ask for more, whether it’s a higher fee, additional perks, or a longer-term agreement. If you don’t ask, you don’t get!
Pro Tip: Have a clear list of priorities going into the conversation. What’s non-negotiable for you, and where are you willing to compromise? Being prepared will help you stay calm, clear and focused.
TIMING IS EVERYTHING
Timing is a powerful tool in any negotiation. If the offer doesn’t feel quite right, or if you think the brand is testing the waters with a lower initial offer, don’t hesitate to pause and negotiate from a place of strength.
Sometimes, walking away or holding off can lead to a better deal down the line, especially if the brand sees your value and is keen to work with you. Trust your instincts. If you’ve laid the groundwork and shown your value, you’re in a strong position to negotiate when the time is right.
Pro Tip: Be willing to walk away if the deal doesn’t align with your worth or vision. It shows confidence, and brands respect that.
KEEP BUILDING RELATIONSHIPS
Negotiation doesn’t end when the contract is signed. The best long-term partnerships are built on relationships, not just deals. Stay in touch with the brand after the contract is signed, and look for ways to add value outside of the official agreement. Share updates on your progress, tag them in relevant posts, send over campaign ideas, keep them in the loop with your social engagement rates and offer to feature on upcoming campaigns or media shoots.
A strong relationship with the brand will put you in a better position when it’s time to renegotiate or expand the partnership. The more you show that you’re invested in their success, the more they’ll be invested in yours.
Pro Tip: Keep the conversation going even after the deal. Relationships are the foundation of long-term success, and brands are far more likely to continue working with athletes who are proactive and engaged.
CONFIDENCE IS KEY
Negotiating sponsorship deals won't be scar y if you are feeling confident and prepared. Know your worth, understand the brand’s goals, and be clear on what you want. By approaching negotiations as a partnership rather than a transaction, you’ll be able to secure deals that offer mutual benefits and set you up for long-term success.
We’re feeling, as a Female Athlete Collective, that mastering the art of negotiation is one of the most important skills we can develop. Let’s own our value, build meaningful partnerships, and ensure that we’re getting what we truly deserve from every deal. You’ve got this! And if you need any additional support on this topic, contact our Founder on jordan.guard@wsportsalliance.com.