bear with me here because you’re about to experience some word vomit.
When talking and networking with a few other businesses recently at an event - some small some larger, there was a common theme. Everyone seems to be doing it tougher lately.
One common topic of conversation was event sponsorship and the expense vs benefit for businesses especially when times are getting tougher. Businesses don’t seem to be getting a lot of benefit from a logo in a show program or a small mention on the loudspeaker, especially at the lower tiers of sponsorship. Most do it for the love of the sport and to ensure the sport their customers partake in keeps going.
Just to add, Some low to mid-tier sponsors (not principal sponsors or sponsors with naming rights) are in that bracket due to the size and scope of their business not because they are stingy.
One common thread is the lack of acknowledgment from riders who benefit from a prize or winning a sponsored class. To some a “thanks to the sponsors” in a social media post is a bit of a slap in the face (and often even that doesn't happen). There are some shows and riders who are excellent at acknowledging even the smallest of sponsors (in my personal experience two shows immediately spring to mind) Some shows don’t even acknowledge that a box of prizes or a financial deposit has reached them, and some riders ignore sponsors completely.
I often find myself thinking, is my business so small that any sponsorship given is so insignificant it doesn't warrant a response from anyone at all? Do only trendy sponsors get an acknowledgment from riders? Am I sending prizes into the void? Because it certainly feels that way and I'm NOT alone. This is not an isolated incident I once sent a substantial number of cookies to an event for spot prizes and I had yet to learn they had even arrived or been handed out till ONE rider mentioned it—one out of a large number. At another event one team of riders found me in person to say thanks and I was so taken aback that I tagged their club on social media thanking them for saying thanks. (things like that happen so infrequently)
I can count on one hand the number of responses I’ve had from riders in the last 12 months, and it is probably the same for show organisers. Is “Thanks the prizes arrived”, or “Thanks for the contribution” too much to ask? I guess so. I’ve been involved in show organisation since 2017 and I wouldn’t dream of leaving our sponsors no matter how small, to scream into the void. We are always reminding riders to thank sponsors (Although, that also feels like screaming into a void sometimes) but we do it anyway
On the flip side, I see a lot of complaining about entry fees and classes not being able to go ahead through lack of support or the old “all that work and entry fees for a $2 ribbon and a pair of socks” (or whatever) But who helps pay for those ribbons and who sends the socks? I fear that people will be paying more for less reward at the end if sponsors continue to feel unloved, which will be a shame in this cost of living crisis. The fewer rewards and higher fees mean fewer resources for shows, It's like a lovely little circle of life.
Personally, I am re-assessing my budget for show sponsorship this season (as are many businesses big and small I’ve networked with lately) sponsorship is expensive no matter the method and I have no confidence in supporting shows with a higher tier of sponsorship after this year. If my current contributions as a SMALL business are that insignificant, then they are simply not needed at all. I will just simply support those that I have a good rapport with and those who offer trade as an option. Many others are feeling the same. As always Many thank yous to the riders and shows who do reach out. <3
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