Sponsorship In Running

Good thought.

Remember, visibility is the key to this whole thing. No corporate entity will be interested if their top athlete consistently finishes behind 10-15 Kenyans.

It's easy to come up with the ideas. The hard part is actually getting it done. Go out and try and get any of those sponsors. Not as easy as "I would get".

It's like saying, man if I was a runner I would just train real hard and make the Olympics. Yeah now give it a shot.

I agree, we do need more wide-spread sponsorship of running. However, as was pointed out, right now is probably bad timing and running is too low profile. BUT, there are ways to change both. As for the economy, its not really running related, so I'll just deal with the low-profile side of things.

Running is low profile because we don't have any world-beaters. Americans like to see other Americans dominate sports events. It doesn't hurt if they have a good human interest story, like Lance Armstrong or Nurami Shiekh, either. But, putting these things aside, we need to have world-beaters. I know I'm going to get people saying, "But football and NASCAR are the biggest money sports, and they're purely American." True, but when we're playing on the world stage, we have to be awesome to get some attention. What we really need to bump up the money going into the sport are two things:

1) Champions. This is where Alan Webb and Dathan and Jorge come in. I would say its not unrealistic for Dathan to run sub-13 min in college and break the AR, if Jorge doesn't get to it first. Once they've done this, it will create some excitement. Then, they need to race well in Europe, winning some major races and major championships, like World Chammps and the Olympics. Remember Frank Shorter's gold? Suddenly, everybody knew of a running icon, and he was worth money to sponsors. Then, sponsors start thinking, "Hey, maybe we can find another icon-in-the-making, let's get our name with such-and-such a training group."

2) More media coverage. This will follow from #1. The Tour got fantastic race coverage because Lance was going for his fourth title in the most competitive bike race in the world. In only four years, biking went from being a sport nobody cared about to being a premier-coverage event when the big events are showing. And, once more people see Americans having success at running, and that there is more money and prestige in it, more potentially-sedentary people may start running, and who knows what talent that'll turn up?

Basically, we need to give companies incentives to give us money. Car companies give bike teams money because the sport is so huge in Europe, not necessarily because its huge here in the US.

This is pretty close to the model that Team USA Minnesota is following. They're lucky to have a president (Pat Goodwin) who works very hard at fund-raising. They list the current sponsors on the website, but have also received contributions from companies like ING/Reliastar (insurance) and Lawson Software. Team USA MN is a 501(c)3 non-profit.

The shoe companies are only involved as sponsors of individual athletes. The team does not have a sponsorship from a shoe company (although I'm sure it would be welcomed).

Miles & Miles brought up another good point. Everyone seems to have a plan. Everyone likes the team oriented approach, however, who is willing to do the dirty work? My experience with these situations is everyone has good ideas, but no one wants to get off their backside to get it rolling. When someone does have the impetus, it fades because they are the only one doing the work, and many times those riding the coat tails begin to get demanding rather than helping. Finally, unless you are truly elite (which there are very few out there), get a part-time job and pursue your dream and drop the 'somebody owes me' mentality. I see many post-collegians wear and run in crap so that they can 'talk & look sponsored'. Puma supported a regional group by giving the team uniforms & shoes at 50% off. The team leader was soliciting businesses to fund this group and promote Puma. Why would the businesses give money to promote Puma? The team was all about 'being sponsored by a shoe company' even when they received almost nothing and the product was sub-par. Stay true to your dream and don't let this stuff stray your focus.

Billy Rodgers trained to win 2:09:55 to win the 1975 Boston Marathon when he was working as a janitor (beats being shot at in Viet Nam, he was a conscientious objector, and to think today J Cox gets s--t for being religious) and a teacher.

interested wrote:

Full-time as in 40 hour weeks? It's not too bad to get in good mileage each week with those hours.

I think the question should be how to keep up training when you go beyond 40 hour weeks, like 60-80/week. Maybe Hedge can answer that.

Hmmm.. I am wondering why you are asking me this.. just curious.

For whatever reason you are asking, I probably have a lifestyle that is applicable to your question (although there are many who live similarly).

Coming out of college, although I loved running (and don't see that changing), I did not do anything that warranted an all out effort in just running (sad, but true, reality can be a bitch). And, this is not to minimize my goals and hopes in other endeavors. So, I went straight into the coporate world, got married (much to my benefit), and my wife and I have since had 3 kids rather quickly by today's standards (she's ready for numero 4-o, while I am stalling on that a little). Meanwhile, I still have modest goals in running, mainly just to see what's the best I can do. I am convinced that I have not reached this yet. Also, there has been times that my employer has required (suggestfully requested) that I work in the hour parameters you mentioned above. Anyway, I say this not to advocate it (although I don't regret it despite the struggles it sometimes brings), but just as background to your question. So, if you find yourself in a similar situation, these are the things that I think are important towards striving towards your best in a nonprofessional-runner type situation.

1.) Figure out your priorities and live them. Be upfront with those you interact with, so that they can know what to expect and thusly, more easily provide positive support. Also, work with them to figure out how to fit running in. This leads to number 2, which is...

2) You ever read the book 7 habits of Highly Effective People? Well it's been highly regarded in the corporate world, and one of the subjects is being effective with your time-management. It's kind of like how the losing football teams go through the 2minute drill at the end of games to try to maximize every second. Although the football analogy may not be the best parallel, what I am getting at is that to get your running in, you have to be disciplined with your time. Work out a schedule that works with everyone and stick to it. For me, I am currently running base work at 80miles in singles, and after I increase this a little bit, I anticipate I'll be adding in doubles soon thereafter. What works for the family is for me to be free & clear from 7PM - 10PM (don't know how dual-income families swing this). What works for my employer is to be "working" (concurrently signed on to Letsrun... you would understand if you knew how my work goes) from 8:15 -6:45, or so (there's a little flexibility). So, my two chances to run are before work, and during lunch. My preference would really be the afternoon, but this is one of the sacrifices for the choices I have made. It is important to stick to the routine, because if I have a 13m scheduled, but I sleep in and then I don't figure out a way to get it done at work, then I am looking at 10:30-12:00?? and then obviously, this is putting me in hole for the next day. I can't wait until I "feel" like running, I just have to do it at the set times.

3.) Do your best to keep running, even if at a reduced level. From November - June, I was effectively doing 2 positions (and didn't even have time to Letsrun). I probably averaged 70hrs/week. The employer probably hoped for more, the wife wasn't thrilled, and without even running I was fairly tired. If I had it to do over again, I probably would have been more proactive in regards to minimizing work responsibilities. I figure my "best" running window to do the best I can do is within the next 4 yrs, so some things have to be weighted against how important my goals are. So, if it is a issue of keeping the marriage in good terms - running goals lose, keeping my job (others would differ from me, but) - running goals lose, getting that next promotion earlier - hmm this might be a sacrifice that I am willing to make now (but to be continualy evaluated). Anyway, my running ceased during those busy months, and it sucked. As you know running somehow is accretive and in the big scheme of things, 5milers in 30mile weeks (while seemingly worthless) do contribute over time. They also keep you in some semblence of fitness, so that it is easier to get back once you can. It took me about 2 months before I could really establish a routine again (and 5 milers seemed long) after work allowed.

Sorry to be so longwinded, but it is an issue I am continually working through, and I wish you all the best if you find yourself in a similar situation. In my opinion, a "pro" runner could easily do the running (at least the distance (up to 150m) while working 40hrs (unless they have like 6 kids). But, I can see how I part time job would be ideal for someone really going all out in both quanitity & intensity.

Back on the subject of sponsorship, I think Portland Runner has the right take on somehow bridging the chasm between fun social runner & competitive elite to get local sponsorship dollars. I think you want to identify with the running community as being just like one of them that is really going for it... I think this could be positive in multiple ways.

I had a friend run 1:03 for a 1/2 marathon, worked 40hrs a week on a farm, got some equipment from a shoe company, sometimes maybe a flight to a race (but those usual came from a race director), he just wanted it and he was going to do it whether some one else helped or not. Trained by himself, consulted with another successful runner older then him for input on training. If ever the phrase "Just Do It" applied, this would be a case. I think it is great what the Hansons are able to do, but if you cannot be part of something like that and really want it you will find a way.

The reason that replicating the US Postal cycling model for running won't work is mostly a matter of visibility and the nature of the sport. What people here in the States don't fully grasp is that cycling is a mainstream sport in Europe, with races frequently televised. From a marketing standpoint, it is much more similar to Nascar or F1 than running.

The other issue is that cycling is inherently a team sport, while running is almost purely individual. Teams in cycling are truly teams, not just a group of riders sponsored by the same company. Track, running, on the other hand is not a team sport. If a sponsor collected a group of runners to compete as a "team", it would still be a group of runners competing individually. Tim Broe is not going to "work" for Culpepper in a Grand Prix meet.

So, in this scenario, it only makes sense for shoe companies to sponsor individuals. Why would a cement company, a french fry company, a carpet company, a telecom company, an Internet provider (all real cycling team sponsors) spend money on an individual runner?

For whatever reason, when a individual is sponsored by a company, the athlete tends to just comes off as a pitch-man. But when the company sponsors an entire team, it seems to legitimize the sponsors involvement in the sport.

It should be the goal of IAAF and USATF to increase the visibility of the sport....until they do so, the money will stay away.

-kk

If I remember correctly, didn't Jon Hume have a pretty good sponsorship deal from a Colorado company prior to the 2000 trials. I'm pretty sure the company was not running related. Does anyone remember which company this was? In Japan sponsorship from non-running related companies is very common. There is some precedence to Guinness' ideas.

Yes, you do have a lifestyle that is applicable to my question. That's why I asked. I remember reading a thread one time where you mentioned you were an accountant. I just graduated from college last spring, and am now working in an accounting firm. It's not too bad now, I work 40 hours exactly each week, but I've already been forewarned that we will be working 12 hour days 7 days a week during tax season. As you can see, not the best situation for training & racing. Thanks for the input. I figured you had been in a similar working situation and could offer some advice. Luckily (for training's sake) I don't have a wife or kids. I've actually had thoughts of working at this place through the end of the year and then leaving before tax season rolls around. This is a great job (as far as jobs go) though and it'd be a difficult decision to give it up, especially just to keep up training. What a dilemma. If only I could just win the lottery and not have to worry about making money any more...

Sorry this is off the main topic of the thread. And thanks for the input Hedge.