More than a Patch

By Bill Kessler

Nixon's Pro Staff and Certified Safety Specialist

As tournament bass anglers we are experiencing the impact that high inflation and a weak economy have on our sport.  Sponsorship support is becoming critical to our success and mere existence yet it is getting more difficult to obtain.  Therefore, it is important that we focus on establishing mutually beneficial relationships with our sponsors.  We can build these relationships by playing a role that involves more than wearing patches on our shirts and placing stickers on our boats.  We must function as a component of our sponsors’ businesses.   

As a component of a sponsor’s business it is important that we do more than compete at a high level.  We need to represent them well, promote their products, and assist in growing their business.  Success on the water helps us gain respect from peers and increases our visibility but demonstrating a vested interest in a sponsor’s success is critical to the relationship.  Here are some guidelines to building lasting relationships with sponsors:      

• Solicit sponsors you believe in (It is important to believe in the people as well as the company’s core products and services.  It is very difficult to support someone or something you don’t value)
• Be loyal (It’s about commitment to the sponsor.  Demonstrating commitment to sponsors reinforces their investment in you while increasing your value to potential sponsors.  A lack of loyalty will burn bridges and reduce your marketability to respected organizations)
• Give back (Recognize that you are an extension of your sponsors’ businesses and support their efforts… display their logos, represent them at shows, promote their product, support their community relations efforts, etc.) 
• Build personal relationships with your sponsors (If your sponsors don’t know you they won’t know what they are getting in return)
• Be visible (Attend shows, drivers’ meetings, weigh-ins, and award ceremonies even when you don’t place in the tournament.  Have a presence in well-attended tournaments rather than club and small open events)
• Be respectful (Demonstrating good character, being personable, practicing good sportsmanship, and supporting other anglers and their sponsors when possible builds respect)
• Grow business relationships between sponsors (A lot of strong businesses grow from mergers and partnerships (Mercury/Triton, Yamaha/Skeeter, etc.).  By networking and introducing sponsors to each other you may initiate relationships that result in business growth for your sponsors)

 As evident at the highest levels of professional bass fishing and in the larger regional circuits, success doesn’t come without sponsorship support.  As businesses continue to get leaner and prioritize spending it will become more important for anglers to bring value to sponsors.  Following these guidelines will help you maintain sponsorships and continue to perform at your best.

Bill Kessler:     Certified Safety Professional (CSP)

Sponsors:         Nixon’s Marine

                        Skeeter Boats

                        Wilcox & Flegel Oil Company

                        Rogue Rods