How to Land a BJJ Sponsorship

Every competitor’s biggest dream is to win a world championship. Their second biggest dream is to land a nice, fat sponsorship so that they can compete full-time and dedicate their energy toward achieving their biggest dream.

However, there seems to be a lot of uncertainty and assumptions and downright misinformation when it comes to sponsorships. Everybody wants one, but few have a clear, thoughtful plan regarding how to get one.

I’ve been on both sides of the sponsorship process; I’ve been the recipient of several during my competition career, and I’ve also helped jiu-jitsu companies select promising athletes from among their sponsorship applicants. So, I’d like to share some tips to help you land a BJJ sponsorship of your very own.

Have Realistic Expectations

Many people who have aspirations of being a “fully-sponsored” professional athlete expect to receive hefty monthly checks from their sponsors, allowing them to pay their rent and feed themselves as they focus all of their attention on training several times a day.

I’m not saying this isn’t possible, but it is rare. You typically have to be in the top percentile of all athletes in the world to receive a monetary stipend. That, or you’ve either found a sweet little sugar-daddy or sugar-mommy who doesn’t care whether you win or lose... or you’ve completely bamboozled a sponsor into thinking you’re a bigger deal than you are (shame on you).

Your average sponsor will not be able to provide stipends, even for high-level athletes. Most businesses that can offer athlete sponsorships are more comfortable with providing services or products – something that they already offer their own clients – to you for free. These “in-kind” gifts allow them to provide you something that you would otherwise have to pay for, helping you save money on everyday expenses, while also keeping their own overhead low.

Know Your Worth, Show Your Worth

You have to think about applying for or requesting sponsorships as selling yourself. You want to sell yourself in the best light, but you 1) don’t want to sell what you’re not, and 2) don’t want to sell yourself short.

First and foremost, you need to understand that your primary worth  for your sponsor – aside from being able to brag about your achievements – is exposure. They’re looking for athletes who will represent them well, will bring their brand in front of more people, and drive more business their way.

So, what you do on the mats, at competitions, and on your social media accounts is important. And frankly, the more fans and followers you have, the more competitions you go to and have planned, the better quality videos and more engagement you receive on them, the greater your worth. Make sure you are actively working to improve that worth, and that you’re keeping track of your metrics so you can show that worth to potential sponsors as "proof" that you're a wise investment.

Start Local

We’d all love to land that big name sponsor, like Kingz or Tatami, or even Nike (we can all dream, right?). But just as with a stipend sponsorship, you’d have to be among the best of the best, or have a really substantial social media presence, to get anywhere near their radar. Or you just have to know a guy who knows a guy… but wouldn’t you rather catch their eye due to your own merit? 

Instead, consider starting local. Think about it: you are an interesting member of your community. You also spend a lot of time in your community, interacting with people from your community. So, a local business whose clientele primarily come from your local community would see great value in sponsoring you. 

You essentially become a walking billboard for them. Bonus points if they offer you products or services that you do use and need, such as oil changes, groceries, or - my favorite - chiropractic services. 

It Never Hurts to Ask

Keep in mind: it never hurts to ask. Even when you’re not sure that they’ll be interested, or you don’t think you have enough followers or fans, just ask. The worst they can do is say “no.” On that note, get used to rejection. Not everyone that you ask will say yes. And that’s fine. Don’t take it to heart and move on to the next business on your list.

One of my favorite quotes is: “You miss 100% of the shots that you don’t take” by hockey legend Wayne Gretzky. I feel this applies just as much for sponsorships as it does for jiu-jitsu in general. You have to put yourself out there. If you don’t, will most definitely not get sponsored. If you do, there’s a better than 0% chance you’ll get sponsored. 

Gratitude, Gratitude, Gratitude

When you finally do land a sponsorship, no matter how small it may be, never forget to show your gratitude. They didn’t have to say yes, but they did. Whatever they provide you – money, products, services – it’s money out of their pocket so that you can go achieve your dreams.

Here are some nice ways that you can show your thanks:

• A good old fashioned thank you card
• A framed and signed picture of you competing
• A picture of you and your medal(s) with the business owner
• Shout-outs on your social media
• Nicely edited video of you using their products/services

Hopefully this blog helps you think about sponsorships in a new light, and provides you the insight you need to successfully land a BJJ sponsorship this season. Train safe.