How can a Cadet Fencer gain Sponsorship?

It's not an easy job, since Fencing does not attract the same attention as football, tennis or golf. However, it is not impossible, and many cadet fencers do benefit from sponsorship in one form or another, and the successful London 2012 bid has added another string to the sponsor-seekers bow.

Method 1

Where do Mum and Dad work? Personal contacts are by far the most successful routes to sponsorship, and many companies and organisations operate formal schemes to support employees or their offspring. If it's a large firm, the Human Resources or Marketing dept is usually the best place to start, although it may also be worth speaking to the line manager or union rep.

If Mum or Dad are self employed, it may be worth talking to large suppliers, or even large customers. Again, personal contact is the key.

Don't just stop at Mum or Dad. Aunties, Grannies, older siblings - anyone willing can be recruited to the cause.

Method 2

This takes more effort, but does not depend upon parents having fortuitous relationships with wealthy organisations.

1) Start by sending press releases about recent successes to local newspapers and local commercial (not BBC) radio stations. These should be addressed to the "Sports Correspondent". A guide to sending effective press releases can be found by clicking here

2) Sooner or later, one of these media organisations will print/broadcast one of your pieces. Research that organisation carefully to find their biggest advertisers. You are looking for locally run, owner managed businesses, not Tescos or Barclays Bank. Your targets are local businesses, big enough to be able to afford to advertise heavily in the local paper, or on local radio, but small enough to be approachable. These businesses have already decided that this publication/station is attractive to their target market, and are prepared to spend money on advertising. Non advertising mentions in the same medium are therefore valuable to them.

3) Contact these target companies. Try to get an appointment with either the marketing manager, or the managing director. Explain your pitch: your athlete gets coverage in their chosen advertising vehicle. Suggest that they might get extra commercial benefit from being associated with developing local sports achievement. Shamelessly bang the Olympic drum.

4) Have realistic expectations, and be prepared to offer some value in return. You are not going to get £multimillion support from your local double glazing magnate, but you might get a commitment to pay for your kit, or your travel expenses in return for guaranteeing a mention in all future press releases, or a few photo opportunities at local events where you are likely to do well. If you promise this, you must deliver, or your sponsorship will be short lived.

5) If you get a nibble, use the personal touch to keep the contact warm. Invite their kids to the club (no child can resist proper sword-fighting). If you get a "no" it will probably be dressed up as "this year's budget is already committed". Ask permission to keep sending updates, and to come back next year. In a year's time, your contact may feel differently.

6) Don't be afraid to ask for help in kind, rather than in cash. Perhaps your local car hire firm would provide a vehicle, or a hotel chain is headquartered in your area? Both types of business always have excess capacity, and if a car goes un-hired or a hotel room unoccupied, their value is lost to the company.

7) Don't ask fencing equipment suppliers for free kit! They get asked hundreds of times per year, and generally prefer to concentrate on Olympic fencers or fencers from their home club. However, it is worth asking them for a discount in return for recommendations at your club. It might only be 10%-15%, (and they might say no!) but its a more reasonable request. From their point of view, if your child is the most successful fencer in the club, your recommendation might geniunely sell some more kit. (Check with your coach first to see if he/she already has such an arrangement).

Finally - keep trying. Sponsors will not beat a path to your door! If you keep trying different angles, one of them might pay off. If not, nothing is lost except time!