10 minutes with Tyler Cassells – GB International Event Rider

Talking equestrian sponsorship with Tyler Cassells

I recently caught up with professional event rider, Tyler Cassells, to chat all things equestrian sponsorship; how to find a sponsor, understanding the value of sponsorship and his secret to maintaining good relationships with his sponsors.

Probably one of the nicest guys on the eventing circuit, I first met Tyler back in 2015 when he was competing internationally as part CIC** European Eventing Team and we’ve stayed in touch ever since on a personal and professional level.

Tyler is a professional event rider and BE Accredited Coach who shares his time competing, training, coaching and running his busy event yard in Cheshire.

What equestrian brands do you work with?

I’m very lucky to be supported by some wonderful companies including Baileys Horse Feeds, Ethos Smart Bedding, Omega Alpha, Feel Good Horse, Freedom Saddlery, R&J Equine, Kerry Jones Sport Massage, Cheshire Theraplate and more recently, Tylers Hoof Products and Equigram Photography

How have you got sponsorship support?

Often my sponsors have been friends, clients or local contacts in the first instance. My relationship with R&J Equine began when I was first competing nationally at a local show. I’m proud to say that they followed my progress over 10 years and still support me to this day.
If you are looking for sponsors it’s a good idea to start local, maybe people who are already in your bubble. It’s far easier to approach them when they already know you.

Also the big companies seem to get inundated with requests for sponsorship so look at the smaller companies where you already have a connection. It’s all about being personal and maintaining that connection.

How have your sponsors helped you?

My sponsors support me in many ways. It’s good to have the support of great products that I truly believe in when my sponsors believe in me.

I like to think of all my sponsors as part of my team. We are all striving for the same goal and it’s exciting to be together to experience and share the wins. I have strong relationships with my sponsors and their support motivates me to do well.

What advice would you give someone who is looking for a sponsor?

Think of sponsorship as a two-way relationship. Be clear with what you have to offer in return for sponsorship support. I worked with Laura at The Equestrian Sponsorship Hub to analyse and really access my sponsorship value. Not only has it given me the confidence to approach new sponsors but I’m also able to give my sponsors better value. It’s a win-win situation.

How do you manage your sponsors?

I try and always keep in regular contact with all my sponsors. I’m fortunate that many of them are friends, owners and clients that I coach now, so it’s easy and personal. Be clear about what you are able to offer and how you will be able to meet your commitments. Keep your sponsors up to date with all your news, whatever is going on!

How do you ensure that you do a good job for your sponsors?

When you love your sponsor’s products it’s easy to do a good job for them. Be genuine and only use products that benefit you and your horses. And then shout about it! A personal product recommendation goes a long way.

Help your sponsors by providing feedback on the products you use. Share why you love the products and how they help. If there are areas where the product doesn’t work well or where it can be improved, let your sponsors know. It’s great for product development.

From a rider’s perspective, what is the secret to successful sponsorship?
Only work with products that you love and companies that you love. Take time to really get to know the brand, the people in the company, what goes on behind the scenes and how the product is made. Visit the factory, head office or local sites. There’s so much value in good product knowledge.

Follow Tyler at www.tylercassellsequine.com

Do you need help with finding sponsorship or managing the sponsors you already have. Get in touch, I would love to help!