In the competitive world of sports, talent alone isn’t enough to reach the top. Athletes need visibility, financial support, and strong networks. That’s where athlete sponsorships come in. From global brands to local businesses, companies are investing in sports to boost their own image while empowering athletes to achieve greatness.
This blog dives deep into how athletes get sponsored, what companies look for, and the exact steps to take if you’re aiming to land brand deals for athletes and grow your career.
Understanding Athlete Sponsorships in the US
In the United States, athlete sponsorship is a billion-dollar industry. Major sporting events like the Super Bowl, NBA Finals, and the Olympics attract not only fans but also top-tier brands looking to connect with audiences through sports brand partnerships.
According to Statista, the sports sponsorship market in North America was valued at over $17 billion in 2024, with individual athlete deals growing across sports like basketball, tennis, MMA, and even esports. College athletes are also now eligible for NIL (Name, Image, Likeness) deals, opening the door to younger talent.
Brands like Nike, Red Bull, Gatorade, and Gymshark invest heavily in athlete partnerships—not just for visibility, but because athletes influence buying behavior, especially among Gen Z and Millennials.
How to Get Sponsored as an Athlete: Practical Steps
1. Build a Solid Athletic Resume
Before any company considers a sponsorship, they want to know you’re serious. Highlight:
- Consistent performance and results (tournament rankings, national/international participation)
- Athletic achievements (records, personal bests)
- Media appearances or interviews
- Community engagement or volunteer work
2. Understand Different Athlete Funding Opportunities
Not all sponsorships are about free gear or big money. Brands offer:
- Full sponsorships: Cover travel, training, equipment, and sometimes stipends.
- Partial sponsorships: Discounted gear or one-time financial support.
- Endorsements: Promote products in exchange for fees.
- Affiliate deals: Earn commission for referrals via social media.
3. Create a Winning Sponsorship Proposal
Craft a simple, customized sponsorship proposal with:
- A short bio with achievements
- Your current stats or ranking
- Social media and audience reach
- What you offer in return (visibility, endorsements, content)
- Clear contact details
Pro Tip: Include testimonials from coaches or teammates.
FAQ: How do you get a company to sponsor you as an athlete?
To get a company to sponsor you, research relevant brands, build a professional proposal, highlight your unique value (performance, social following, engagement), and reach out with a personalized pitch via email or DM.
What Do Sponsors Look for in Athletes?
Understanding what makes you attractive to brands is half the battle. Sponsors want athletes who align with their values and can drive engagement.
Performance & Consistency – Regular wins or placements
Social Media Reach – An engaged and growing follower base
Professionalism – Clear communication, positive image, reliable behavior
Marketability – Unique story, look, or niche appeal (e.g., adaptive athletes, emerging talents, family-friendly image)
In 2024, athletes with TikTok followings saw a 30% higher sponsorship success rate than those without, according to Nielsen Sports.
Popular Types of Sponsorship Deals for Athletes
There’s no one-size-fits-all model. Here are the most common sports sponsorship programs available:
Apparel Sponsorships
Brands like Adidas and Under Armour sponsor athletes with gear and exposure, often in exchange for wearing their products during events.
Endorsement Deals
Think of LeBron James and Nike, or Simone Biles and Athleta—these deals promote a brand using the athlete’s image and story.
Social Media Collaborations
Influencer marketing meets sports—athletes promote brands on Instagram, TikTok, or YouTube. In 2025, over 60% of new sponsorship deals had a digital content clause.
Event or Training Sponsorships
Some brands fund athlete training, coaching, or travel in exchange for branding opportunities at events or training facilities.
Building Your Personal Brand and Online Presence
One of the most overlooked athlete marketing strategies is personal branding. Your brand is how people remember you—online and offline.
Define Your Athlete Identity
Are you a comeback story? A community champion? A rising star? Identify your voice and message.
Stay Active on Social Media
Use Instagram Reels, TikToks, and YouTube shorts to showcase:
- Training routines
- Match highlights
- Behind-the-scenes content
- Motivational stories
Engage With Your Audience
Respond to comments, do Q&A sessions, collaborate with teammates or creators. Brands notice authentic engagement.
FAQ: How do I ask for sponsorship as an athlete?
Reach out with a short, personalized message or email that includes your performance highlights, social reach, and what value you bring. Follow up respectfully and stay professional.
Final Thoughts
Securing a sports brand partnership takes more than talent—it’s about marketing yourself, creating relationships, and providing value. With the rise of social media and global sports exposure, even emerging athletes now have access to athlete funding opportunities that were once reserved for elite stars.
Start small, be consistent, and keep growing your network. Whether you’re an amateur or a rising professional, there are brands out there looking for athletes like you.
Ready to pitch yourself and get noticed?
Take the first step toward your sponsorship success at competelikepros.com
