Sponsorship’s bottom line

About the author

Trait Crist

Trait Crist

Female bass angler Trait Crist started fishing bass tournaments in 2012. Currently, she is fishing the Bass Pro Shops Bassmaster Opens in hopes of qualifying for the Elite Series and Bassmaster Classic.

Sponsorship equates to marketing. To making sales. In competitive fishing, sponsorship makes the world go ‘round, from the fishermen to the organization to the town hosting the event and so on and so on. It is the fuel to our sport. The tragedy is that many people think only the best finishers deserve sponsorships, and those who are fishing poorly should not be sponsored. Cue the haters, but that assumption is part of our current problem. Before you jump to the conclusion that I’m writing this due to a less than stellar season personally in 2013, hear me out.

When a company gives a sponsorship, it needs that relationship to equate to brand recognition and sales. If it does not associate to sales, it is costing the company money.

People hate me (yes, hate me) for admiring Danica Patrick. They say I’m on this beauty queen and no skill campaign. Those people are clueless. My admiration for Danica stems from the synonymous relationship she built with her sponsor GoDaddy. People knock her finishes but her track record does not hurt her sponsorship and that is what needs to be understood. She marketed GoDaddy and in turn, helped spotlight its brand. Though she continues to endure criticism for not winning races, GoDaddy’s name continues to flourish. She’s doing her job without winning. When she does win, do you think it is going to equate to more GoDaddy sales? No. Do you think her current detractors will change their view point and suddenly love her? Probably not. People who wanted to jump on the GoDaddy bandwagon were going to do so regardless of how she did on the oval. Consumers needed domain-related services and Danica’s campaign got GoDaddy’s product line in front of those people, and they bit. That’s sponsorship gold.

Yes, when you win tournaments, you get more media attention and your bass fishing fan following grows which expands your platform. You also legitimize your position as an angler. To endemic sponsors, this tends to be seen as necessary to effectively market their fishing products.

Brandon Palaniuk almost winning a tournament on the soon-to-be released Arashi? Yes, that was probably big for the product launch. What was real marketing gold? When he was disqualified for an unfortunate reason then bounced back to win the next tournament.

Chris Lane winning the last Elite event this year, with his back against the wall, to qualify for the Classic that is taking place on his home lake? Yup, that’s marketing gold. The win itself isn’t really the gold, the fight within them, that’s gold. Their story. Their battle. Who they are as people. There are only 8 Elite Series winners a year, but there are a lot more anglers who are going through powerful situations and have conquered unthinkable obstacles, and though they did not win one this year, they’ve got a story people can relate to and could be translated into marketing gold.

Fishing companies are so spread out financially; the majority of sponsorships from within our industry are not going to float your fees and expenses. It is going to take non-endemic sponsorship, and that type of company does not make sales from how you are catching your fish or solely on your tournament performance. It makes sales because it has a great product that people need, and it is the angler’s job to provide a platform for that company to get its brand, services and product in front of the public. So if the only way for you to grow your platform and get your name out there is through on the water performance, then you better get to making Top 12s, and moreover, you better get to winning major tournaments.

But, realistically, you are going to have bad stretches with only 8 tournaments a year, so how can you justify a sponsorship if you are not winning? Easy, you do the job the sponsor hired you for; you find a way to get your name out there and your sponsor’s name out there. Give people your story and your sponsor’s story. If you genuinely believe in the product you represent and you are passionate about fishing, people will take notice. If you do not genuinely believe in the product, you are in it for the wrong reasons and the sponsorship will never work; the public will see straight through you.