Sports
Paid to Play
By Kimberley Barreda
Aug 30, 2001, 10:36

We've all seen them. And we've seen who pays their bills by the logos plastered on and/or around them. The racecar driver sipping a soft drink in the winners' circle, the tennis player conspicuously using a specific brand of camera, the golfer with the multimillion dollar swoosh, the little kid with two prosthetic legs crossing the finish line.. huh?

Yes, the little guy belongs in this group - as do many other athletes with disabilities. In fact, more and more athletes with disabilties are gaining access to an area of sports that was once reserved exclusively for able-bodied athletes - the sponsorship deal.

With the rising popularity and visibility of the Paralympic Games and other sports and recreational activities for people with disabilities, we're seeing more athletes sporting corporate brands than ever before - some from obvious and some from not so obvious sponsors. The benefit to everyone else from this is an increased awareness on teh part of the business community as to how viable athletes with disabilities are to their marketing efforts.

So.. how does the up-and-coming athlete access these funds? It all depends on the individual athlete, the sport in which you are participating, the exposure you're getting and the exposure you can get for the sponsor.

You also need a firm grasp on the basics and an understanding of the terms that are being used.

A sponsorship is not the same as a donation. Donations are gifts or grants, usually handled by a corporation's Foundation or Corporate Giving office. Some donations are actually grands (many are one time) which require considerable paperwork and are reserved for programs and events that address a specific issue that the corporation has decided to support. If disabled sports is not on their list, you will not get any money.

Sponsorships are advertising. The sponsor receives publicity or promotion in return for a cash payment or an in-kind sponsorship of products or services. These programs are handled by the marketing departments and obviously are intended to grow the sales or popularity of the company.

The main thing to keep in mind when approaching a sponsor is that their interests will usually be placed before yours - they aren't in business to give away money. They are in business to make money.

If you can show them how you will help bring them sales, you'll have a better shot at getting past the first person you introduce yourself to (who generally only has the authority to say no - which is why you need to get past them.)

Now that you have the basics down - here's where to go for money!

SPONSORSHIPS

Disability product manufacturers - an obvious choice, but one that's more difficult than it might seem. These companies have their pick of the thousands of athletes with disabilities to sponsor, so if you're trying to get in there, you'll need to be very visible.

Major Corporations - a difficult area, but one that has more opportunity and one where you can have considerable success if you put in a little creative effort.

Local/Community Business - often a great source of funds if you're in a smaller area, especially if there is a lot of competition for their industry.

Non-Traditional Businesses - sometimes these offer a perfect opportunity to promote the aims and goals of both parties.

GRANTS

Challenged Athletes Foundation - awards grant monies to athletes with disabilities to cover the costs of equipment and training expenses. You can donate or apply for a grant onlie at www.challengedathletes.org.

Athletes Helping Athletes - a membership organization that uses its fees to support marathon runners, wheelers, handcyclists etc with disabilities. Anyone is welcome to join. Full information can be found at their website at www.athleteshelpathletes.com.



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