Are you getting the most from your Rider Sponsorship?

Getting the Most Out of Your Rider Sponsorship: 6 Months Check-In

Rider sponsorship has fast become an effective marketing strategy for many equestrian businesses, allowing brands to expand their reach beyond their usual audience, but it requires careful planning and management to ensure that you, as a business, get the value you expect.

Six months in, are you harnessing the full potential of your rider sponsorship?

So, you’ve signed a new rider and made some noise at the start of the season but now it seems like things are on pause. There’s plenty of activity on the rider’s social media accounts but you’re just being ‘group tagged’ with every other brand they work with, leaving you to wonder, are you really getting the most out of this rider relationship?

Let’s delve into some key considerations to ensure your rider sponsorship is a resounding success.

Setting the Ground Rules

Before you start wondering where the value went, ask yourself: Did you make your expectations clear? Having a sponsorship agreement from the off, is essential and allows you to define your objectives and the rider understand their obligations; it’s like laying out the game plan so both sides know the score from the start.

Don’t be a stranger!

Find the best way to keep in touch and keep up regular conversations. Whether it’s texts, calls, or virtual coffee chats, regular communication is key. Don’t wait for the rider to make contact, if you don’t have time to contact all your riders individually, consider setting up a group chat or email list for regular communications. This not only strengthens your relationship but can used to encourage product feedback, ideas, or updates.

Education is key

Are they fully educated on your brand, products, and service?

Ensure your riders have access to all the information they need to be able to promote your brand in an honest, authentic, and knowledgeable way. Are they fully educated on your brand, products, and service?

Do they have your latest product catalogue? Consider providing a simple brand fact sheet to include important messaging and your brand’s tone of voice when you sign any new rider.

Staying in the loop

Keep your ambassadors informed of any new product developments, launches or activities that you have planned. Invite them to meet up at shows or events or let them take the reins of your Instagram for a day. The more they’re in the loop, the more they can spread the word.

Going the extra mile

Can you provide your rider with an incentive to convert their promotions into sales – an online discount code tailored to their audience is the easiest way to do this and easy to measure too. As more and more sales come in, the sponsorship value in product could increase.

Teamwork makes the dreamwork

If your rider is a professional rider who holds training clinics or rider demos, are you able to supply display banners, marketing material, discount vouchers or branded merchandise for your rider to distribute? A little effort can go a long way and helps to strengthen the brand connection.

Balance is Key

Make sure that the value that you are offering meets the expected efforts of your ambassadors. The promotional support from the rider is down to the value they received from you – a rider will not expect to provide the same level of activity for a pot of hoof oil versus a new saddle! It’s all about finding that sweet spot where both sides feel the love and the effort matches the rewards.

Map it out

Consider setting out a basic timeline of expected activities. Sketch out a loose plan of what’s coming to serve as a roadmap for both parties. This timeline provides a valuable reference point for evaluating progress and realigning efforts if needed.