Supporting Canadian Athletes

Identifying the What, Where, When and Why of Sponsorship


Now that you understand the basic principles of marketing, and what sponsors are looking for; it’s time to figure out what you require to meet your career objectives – the reasons why you are in search of support.

Think about what you want to get out of sponsorship – more specifically, your NEEDS.  Will you engage in self-marketing for discounts or free gear; to finance for your training and/or competitive season; build your brand equity; and/or to gain experience and contacts in the business world for the purposes of transitioning out of sport or to your next career?

Identifying your costs will help to give both you and potential sponsors with a tangible snapshot of your needs, whether they are in the form of products, services or cash.  You’re not alone in this process so don’t be afraid to reach out to your support team for help – your parents, team managers, travel agents, coach, etc. will be able to help you fill in the gaps.

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