If your off-season goal is to get more sponsorships for 2011, nothing is more important than having a good rider resume/package to give prospective sponsors. A rider resume gives anyone who's interested in sponsoring you a good look at your results, and also lets them know that you're serious about your racing, willing to put in off track effort and, above all, that you can represent their product(s)/service(s) in a professional manner.
Some riders don't feel rider resumes are necessary; they get by on the notion if they're good enough people will throw money and free product at them. Maybe this happens for the very top riders, but I imagine even the likes of JS7, Colton Facciotti and Taddy Blazusiak (for all you off roaders) didn't get where they are today by sitting on their behinds and waiting.
A resume will also help explain your sport to outside (non-industry) sponsors.
Again, using an off road reference, because that’s what I’m most experienced with, look at former Corner Grass Race Team front-man, Shane Cuthbertson. Cuthbertson's sponsor list includes numerous companies that have no link to the off road world. Why would these non-industry companies give money/support to Cuthbertson and his crew? Because they are good spokesmen for their sponsors; they thank their extensive sponsor list at every chance. For the sponsors this is excellent advertising! At every podium, and in every press release, they have a chance to reach a captive and interested audience. Cuthbertson and his crew, including former Team Canada ISDE manager Lee Fryberger, are well respected in the off road world and lend their credibility to their sponsors. It's the “If it's good enough for Corner Grass, it's good enough for me!” mentality.
So, how can you write an amazing rider resume that will help you get the attention, and sponsorship, that will help you improve results for 2011? Read on.
Be Clear!
This is essential. You need to let your sponsors know why you're contacting them. Ideally, this should be the first line they read after your name and contact information on the cover sheet (different from the cover letter). You need to clearly and concisely let your sponsors know a) who you are, b) why you're contacting them, c) what YOU can offer them and d) what you would like in return for their help.
Starting from the top of that list:
Having an “objective” at the very top of your resume is the best way to let your potential sponsors know what you're looking for. It can be general, and is often best left general, but clear. You don't need to write “I am looking for a clutch sponsor/sprockets/gear/tires/helmet/etc.”
A clear objective might read: 'Objective: To obtain sponsorship for the 2011 race season."
Next, let your sponsors know a little about yourself. Be honest, but don't be shy. If you won a one off race at the end of the year, say so. Let them know how you finished, and a little bit about what your plans for next season are. You'll want to be honest, and don't exaggerate. Lying about your results is stupid; you will get found out and you'll like a fool for it.
When letting your potential sponsors know what your plans for next year are, be realistic about your expectations. If you set reasonable expectations, and then if you exceed them, bonus. Most people say aim high, and I’m not disagreeing. What I am saying is know where you stand realistically. If you say you're going to win the class in your first year, and you finish 10th, your sponsors won't be as please as if you say “I want to finish top ten” and you finish 10th.
Before asking for any specific support, let your sponsors know what you can do for them. Their first concern is how will sponsoring you help their business. Let them know. Will you put their logo on your trailer? Bike? Body? Would you be willing to make yourself available for promotional events? Trade Shows? Will you hand out information on their products in the pits?
Be clear in what you need from them. Do you need gear? Do you need money for fuel? Do you need mechanical help? Suspension? A clutch? What can they do for you in exchange for your previously outlined services? The more precise you can be about what you need, the more likely you are to get something.
Proof your stuff!
I cannot repeat this enough! We all make spelling errors (myself included! Which is embarrassing, to say the least), but minimize errors. Use a spell check program, and proof read. Submitting a resume that is filled with incorrect spelling or poor grammar makes you look sloppy, and gives the impression that you do not care. You do not want prospective sponsors brushing you off because you didn't bother to double check your work.
Get a friend, parent, fellow racer, school nerd, to proof it for you after you've done your initial proofing. This will help pick up any errors that you might have missed. When I write an article, or a resume, or a press release, it goes through at least three people before being submitted for general consumption. Why? Because I don't want to look like a fool, and if I am going to look like one, I'd rather it be in front of a few close friends and professionals rather than my entire audience.
Again, mistakes are sloppy. No excuses.
I mentioned it before, but it bears repeating: DO NOT LIE! It’s stupid. It’s pointless. Your sponsors will find out. It’s not hard to track down the results for any given race or series. When you’re found out, you will look like a fool, you make your sponsors look like fools, or should I say ex-sponsors?
It’s better to be honest. If you have a less than stellar riding career, be honest. Don’t be afraid. There's plenty of room for improvement.
Also, only include results that date back, at max, two years. Prospective sponsors want to know how great you are, not how awesome you used to be. Even if you rocked the 65 class in 2005, your 8th place finish this year is more important.
Be positive!
If you finished dead last in your series, or if you dnf'ed a race, it's better to not mention it at all. If it's possible to put a positive spin on your results, do so. I'm not saying lie, just present things in a positive light. Try highlighting a particular lap or test time that was good.
NEVER bad mouth ANY ONE. Ever. For any reason. Much like the typo/spelling error thing, it's sloppy and it looks very bad on you. This is a very small, incestuous, industry. People will find out what you say about them. It is better to simply say nothing at all and let your silence speak for itself than say something that might come back to haunt you.
Under NO CIRCUMSTANCE is it appropriate to bad mouth a current or past sponsor, regardless of what happened.
Things to Include:
A Cover Letter:
A cover letter is a great way to introduce yourself in a more detailed way. It allows you to outline your accomplishments, your goals, previous/current sponsors, and any relevant community involvement. It serves to introduce the prospective sponsors to you before they meet you. In essence, it's your first impression: make it count.
A cover letter should not be a generic/one size fits all form. Ideally, you should tailor each CV to the individual prospect.
Current Photographs and Contact Info:
Have a friend or family member come out and take some photos of you in action.
Your gear should match and be clean. Also include a head shot (shoulders up) of yourself in a plain black (preferably collared) shirt. (And don't 'pop' your collar.) Ladies: showing off your assets may sound like a good idea in an industry that seems to value women for their appearance more than anything else, but if you're looking to become a sponsored rider rather than a trophy girl, keep 'em tucked in.
Relevant Community Involvement:
If you're a member of a riding club, or you put on demonstrations for kids, or teach at learn to ride schools, include that. Also, do you volunteer with any other local groups? Boy Scouts? The local volunteer fire fighters? Include that too. Everyone loves fire fighters!
Any Specialty Awards:
Have you ever won a sportsmanship award? Competed in a one-off race and done
well? Did you race Loretta Lynn's or a trials event in BC? Compete at the Raymond Western Am Nationals? Did you race Xtinction, or the Montreal SX? Include all of that, but go no further back than three seasons.
A Sample Race Report from Last Season:
It should be from your best finish of the year, and make sure you thanked all of your sponsors for their awesome support, and let the world know that without them, you just wouldn't have been able to do what you did.
You don't do race reports, you say? Start!
They let your sponsors know how you're doing, and should also be sent to the media (local newspapers, websites that specialize in your racing, post it on your own blog/website, etc). If you don't feel confident writing them yourself, contact a freelancer. Often they'll be able to write your press releases and format them in a very professional way. These should be done after every event you compete in.
Press Coverage!:
If you were spotlighted in a magazine, mentioned in the newspaper, or highlighted on a website, include that. Prospective sponsors want to know and see proof that you've indeed been representing your current sponsors (even if it's just your mom and dad, or your Visa and local shop giving you a deal on parts).
Creativity Counts!People receive an estimated 10,000 messages that ask them to take action, buy something or do something. The job of your resume/package is to stand out from the other 9,999 messages.
Go Outside the Industry:
I promise this: Fox Canada, Royal Distributing, Parts Canada, Honda and Yamaha Canada, along with all of the other major players in the Canadian dirt biking scene, receive thousands of rider resumes, and most of those riders are just as good, if not better, than you.
The answer: Outside Sponsorships. Local businesses are often willing to help out local athletes, just take a look at any Jr or A hockey program. Make yourself available to help represent the company both at the races and local events, such as a fair or local home shows, trade shows, etc. You might be surprised.
Meet and Greet Time:
If you can, drop your resume off in person. There's no better way to stand out from the stack of paper on someones desk is to personally drop off your resume package. This allows the person you speak with to immediately connect your name, rider number and face. People are more likely to remember you if you meet with them face to face.
Sometimes this isn't possible, in these circumstances try calling the decision maker before you email or send something snail mail.
When you go to present your resume/package to a prospective sponsor, or meet them for the first time, be sure to dress professionally. You don't necessarily need a three piece business suit and a tie, but clean dress pants, a polo shirt and dress shoes would be a good start.
Ladies, you need to pay special attention to your appearance. We all know there are two types of women in this sport, and I don’t need to tell you what they are. There’s really no delicate way to say this, but make sure you’re “presentable.” Think business casual rather than club. Yes, undoubtedly this sport is filled with T and A, but your needs are better suited by not showing yours off. They should be admiring and sponsoring you because of your accomplishments, not because of your “assets.”
Think of your sponsor meet and greet as a job interview.
After you’ve had your first meet and greet, maybe a day or two, send a friendly email or give them a call, just to let them know you’re thankful for their time. It keeps you in the front of their mind, as well. It will show that you’re serious about getting their sponsorship. Don’t ask for any decision at this point, just thank them for meeting with you and let them know you’re excited about the possibility.
Ultimately, a good rider resume can be just as important as good results, so make sure to work as hard off the track as you do on it if you want those sponsorships.
Go Viral!
Social networking is a great way to get some free exposure, so is YouTube. My advice would be to create separate accounts from your personal ones. Sponsors don’t want to see pictures of you in compromising positions, and you don’t want them to see them either.
Websites such as www.sponsorhouse.com are also a great place to look. You can build a rider profile and work at getting sponsorships from companies that are actively recruiting. You will still need a resume, though. Many companies will require you to send a resume once they have taken an interest in you.
Be Committed!
This has nothing to do with the resume itself, but is important never the less.
It happens all of the time. A rider gets a deal, things go sour, and for whatever reason the rider negates the terms of his/her contract. Sometimes it might feel justified, but remember, it will come to bite you in the backside when everything’s done. Prospective sponsors will look at your past behaviour as an indicator of the future. It’s kind of like what your mom told you in kindergarten: two wrongs don’t make a right. But it can ruin your chances of getting a better deal next year.
My advice is to simply say nothing and manage the best you can. The industry is tight knit, and for an industry predominately staffed by men they love to gossip. Word of what’s going on with you and your sponsor will get out; if you still stand by and do as right as you can by them, it will look all the better on you.
If you still don't feel confident in writing your own resume, or in writing your VERY NECESSARY race reports (which I will talk about in another post, which will have pictures!), contact a freelancer. Freelancers will do all the hard work for you, provided you pay them. There are many benefits of doing this. You get professional quality work, and can focus more time and energy on the things that need them.
I hope you enjoyed this article! I'll be trying to post a helpful piece like this once a week or so (provided I keep coming up with ideas!) throughout the winter, so check back often. If you have any ideas for articles, or if you have any questions about resume writing, contact me at showie@mail.com.
Follow me on Twitter @SuzieQ_484, and while you're there, take a look @MXandOffRoad for the latest from my friends at IMX!
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