What is a Stress Fracture of the Back?
A stress fracture of the back, or lumbar spine, is one of the more common bone injuries in young tennis players. Lower back stress fractures are usually characterised by an ache in the lower back which is exacerbated by sporting activities and eased by rest, although a small percentage of people with a stress fracture can be pain free. Typically it is sore when the patient bends backwards, particularly if standing on one leg. If a lower back stress fracture is suspected, a doctor may decide to refer the patient for a scan to confirm the diagnosis.
What can you do to prevent a Stress Fracture?
Serving in tennis requires a combination of spinal hyperextension (bending back) together with rotation and side bending of the trunk. This puts a lot of stress on an area of the VertebraOne of the 33 bones that make up the spine. They comprise of a weight bearing 'body' at the front, and spinous processes at the back which act as attachment points for muscles.','',250)" onmouseout=hideddrivetip() ;>vertebra called the Pars Interarticularis and this is where stress fracture develops.
Practising the service should be carefully monitored by the coach to ensure the lower back is not being overloaded. This is particulary important in adolescent players who have just experienced a growth spurt as they are known to be more at risk from this injury. Core stability exercises can help prevent back problems in tennis players.
What should you do if you suffer a Stress Fracture of the Back?
In most cases, complete rest from tennis is the treatment of choice. This would usually be for a period of 6 weeks to allow the bone to heal. In the early stages, a soothing heat pack can reduce back pain and alleviate back muscle spasm. During this period, a progressive exercise programme may commence, under the supervision of a Chartered PhysiotherapistA member of the Chartered Society of Physiotherapy, signified by the initials MCSP.','',250)" onmouseout=hideddrivetip() ;>chartered physiotherapist. This usually starts with exercises to increase the muscular stability in the lower back.
Research has shown that a lack of muscular stability in the lumbar and pelvic regions can lead to low back pain and stress fractures. The principle behind the core stability exercises is that if certain specific muscles can be recruited or contracted, the spine will have much better support. This prevents postural faults which can predispose a person to back pain.
http://www.physioroom.com
IMPORTANT SAFETY NOTICEThe articles on this web site are provided for general information only and should not be used as a basis for diagnosis or treatment. All exercises and information featured on this web site should only be practised under the supervision of a qualified healthcare professional.
Sunday, February 8, 2009
Calf Strain
What is a Calf Strain?
The calf muscle group consists of the Gastrocnemius, Soleus and Plantaris muscles, situated at the back of the lower leg. Their function is to pull up on the heel bone and these muscles are most active during the push-off when a tennis player has to move quickly to react to an opponent's shot. A strain occurs when the muscle is forcibly stretched beyond its limits and the muscle tissue becomes torn.
What can you do to prevent a Calf Strain
Diet can have an affect on muscle injuries. If a tennis player's diet is high in carbohydrate in the 48 hours before a match there will be an adequate supply of the energy that is necessary for muscle contractions.
However, if the muscles become short of fuel, fatigue can set in, especially during long matches. This fatigue can predispose a player to injury. Carbohydrate and fluids can be replenished during matches by taking regular sips of a sports drink between games.
What should you do if you suffer a Calf Strain?
The immediate treatment consists of the 'PRICE' protocol: Protection of the injured part from further damage, Rest, Ice, Compression and Elevation. The aim of this protocol is to reduce bleeding within the muscle tissue. Ice therapy in the form of ice pack applications should be continued until the acute pain has settled.
Many people find that a neoprene Calf support provides reassurance and therapeutic heat following a Calf muscle injury.
The rehabilitation after this period involves gradually stretching the muscle to elongate the scar tissue and progressively increasing the muscle strength. Once this has been achieved, the player can begin tennis-specific exercises. To reduce the risk of re-injury, this should be done under the supervision of a Chartered PhysiotherapistA member of the Chartered Society of Physiotherapy, signified by the initials MCSP.','',250)" onmouseout=hideddrivetip() ;>chartered physiotherapist.
http://www.physioroom.com
IMPORTANT SAFETY NOTICEThe articles on this web site are provided for general information only and should not be used as a basis for diagnosis or treatment. All exercises and information featured on this web site should only be practised under the supervision of a qualified healthcare professional.
The calf muscle group consists of the Gastrocnemius, Soleus and Plantaris muscles, situated at the back of the lower leg. Their function is to pull up on the heel bone and these muscles are most active during the push-off when a tennis player has to move quickly to react to an opponent's shot. A strain occurs when the muscle is forcibly stretched beyond its limits and the muscle tissue becomes torn.
What can you do to prevent a Calf Strain
Diet can have an affect on muscle injuries. If a tennis player's diet is high in carbohydrate in the 48 hours before a match there will be an adequate supply of the energy that is necessary for muscle contractions.
However, if the muscles become short of fuel, fatigue can set in, especially during long matches. This fatigue can predispose a player to injury. Carbohydrate and fluids can be replenished during matches by taking regular sips of a sports drink between games.
What should you do if you suffer a Calf Strain?
The immediate treatment consists of the 'PRICE' protocol: Protection of the injured part from further damage, Rest, Ice, Compression and Elevation. The aim of this protocol is to reduce bleeding within the muscle tissue. Ice therapy in the form of ice pack applications should be continued until the acute pain has settled.
Many people find that a neoprene Calf support provides reassurance and therapeutic heat following a Calf muscle injury.
The rehabilitation after this period involves gradually stretching the muscle to elongate the scar tissue and progressively increasing the muscle strength. Once this has been achieved, the player can begin tennis-specific exercises. To reduce the risk of re-injury, this should be done under the supervision of a Chartered PhysiotherapistA member of the Chartered Society of Physiotherapy, signified by the initials MCSP.','',250)" onmouseout=hideddrivetip() ;>chartered physiotherapist.
http://www.physioroom.com
IMPORTANT SAFETY NOTICEThe articles on this web site are provided for general information only and should not be used as a basis for diagnosis or treatment. All exercises and information featured on this web site should only be practised under the supervision of a qualified healthcare professional.
Shoulder Pain
What is Shoulder Pain?
Shoulder pain can occur in tennis players because there are repeated stresses during tennis strokes, particularly the serve. There are several sources of shoulder pain in tennis players, but one of the most common causes is Shoulder Bursitis. Bursitis is inflammation of a sac of fluid called a Bursa.
In the shoulder frequent overuse of the Rotator Cuff muscles (a group of small muscles, situated close to the ball-and-socket joint of the shoulder, that provide stability to the ball and socket) can cause the Bursa to get ‘impinged' between the muscles and the bony prominence of the shoulder, leading to inflammation. This causes pain whenever the arm is raised.
What can you do to prevent Shoulder Bursitis?
For tennis players attention must be paid to flexibility, strength and endurance of the shoulder muscles. Shoulder stabilisation exercises under the supervision of a Chartered PhysiotherapistA member of the Chartered Society of Physiotherapy, signified by the initials MCSP.','',250)" onmouseout=hideddrivetip() ;>chartered physiotherapist can also help prevent impingement.
In addition, any increases in the amount of training or competition must be gradual so as not to overload the shoulder. In particular, repetitions of the service action should be increased gradually to allow the body to adapt to increased workload.
What should you do if you suffer Shoulder Bursitis?
The first aim of treatment is to reduce the amount of inflammation through ice therapy (never apply ice directly to the skin) and anti-inflammatory medication prescribed by a doctor. The Shoulder Cryo/Cuff is the most effective method of ice therapy treatment at home. It is easy to use and stays cold for 6 - 8 hours. Alternatively, a reusable cold pack can be used with a wrap that fixes the cold pack in place. If kept in the freezer this can be used again and again. If you don't have access to a freezer where you play tennis, then Instant Cold Packs provide a quick disposable method of ice therapy.
Once the inflammation and pain has settled, exercises to regain full movement can begin, followed by a carefully graded strengthening and stabilising programme.
http://www.physioroom.com
IMPORTANT SAFETY NOTICEThe articles on this web site are provided for general information only and should not be used as a basis for diagnosis or treatment. All exercises and information featured on this web site should only be practised under the supervision of a qualified healthcare professional.
Shoulder pain can occur in tennis players because there are repeated stresses during tennis strokes, particularly the serve. There are several sources of shoulder pain in tennis players, but one of the most common causes is Shoulder Bursitis. Bursitis is inflammation of a sac of fluid called a Bursa.
In the shoulder frequent overuse of the Rotator Cuff muscles (a group of small muscles, situated close to the ball-and-socket joint of the shoulder, that provide stability to the ball and socket) can cause the Bursa to get ‘impinged' between the muscles and the bony prominence of the shoulder, leading to inflammation. This causes pain whenever the arm is raised.
What can you do to prevent Shoulder Bursitis?
For tennis players attention must be paid to flexibility, strength and endurance of the shoulder muscles. Shoulder stabilisation exercises under the supervision of a Chartered PhysiotherapistA member of the Chartered Society of Physiotherapy, signified by the initials MCSP.','',250)" onmouseout=hideddrivetip() ;>chartered physiotherapist can also help prevent impingement.
In addition, any increases in the amount of training or competition must be gradual so as not to overload the shoulder. In particular, repetitions of the service action should be increased gradually to allow the body to adapt to increased workload.
What should you do if you suffer Shoulder Bursitis?
The first aim of treatment is to reduce the amount of inflammation through ice therapy (never apply ice directly to the skin) and anti-inflammatory medication prescribed by a doctor. The Shoulder Cryo/Cuff is the most effective method of ice therapy treatment at home. It is easy to use and stays cold for 6 - 8 hours. Alternatively, a reusable cold pack can be used with a wrap that fixes the cold pack in place. If kept in the freezer this can be used again and again. If you don't have access to a freezer where you play tennis, then Instant Cold Packs provide a quick disposable method of ice therapy.
Once the inflammation and pain has settled, exercises to regain full movement can begin, followed by a carefully graded strengthening and stabilising programme.
http://www.physioroom.com
IMPORTANT SAFETY NOTICEThe articles on this web site are provided for general information only and should not be used as a basis for diagnosis or treatment. All exercises and information featured on this web site should only be practised under the supervision of a qualified healthcare professional.
Sprained Ankle
What is a Sprained Ankle?
Sprained ankles are relatively common in tennis players. Roger Federer, Andy Roddick and Andrew Murray have all suffered sprained ankles. The sudden sideways movements that are required during tennis can cause the ankle to twist, particularly if the surface is slippery or the player is fatigued.
A twisted ankle causes damage to ligaments and other soft tissues around the ankle. This is called a Sprained Ankle. The damage causes bleeding within the tissues, which produces a swollen ankle that can be extremely painful.
What can you do to prevent Sprained Ankles?
Applying an ankle brace to the ankle can help to reduce the risk of ankle sprains and it's a strategy that is employed by tennis pros such as Andrew Murray and Roger Federer.
Previous research has shown the injury incidence in people with taped ankles was 4.9 ankle sprains per 1000 participant matches, compared with 2.6 ankle sprains per 1000 participant matches in students wearing ankle braces. This compared with 32.8 ankle sprains per 1000 participant matches in subjects that had no taping or bracing.
What should you do if you suffer a Sprained Ankle?
In the first few days following an ankle sprain it is important to follow the PRICE protocol - protection, rest, ice, compression and elevation (never apply ice directly to the skin). An Ankle Cryo/Cuff is the most effective method of providing ice therapy and is the professional's choice. A Cryo/Cuff is ideal for home use as it is the safest and most effective method of ice therapy. It can provide continuous ice cold water and compression for 6 hours and significantly reduce ankle pain and swelling. Alternatively if you have to apply ice at home, the use of an Ice Bag is recommended. This is a safe method of ice application to avoid the risk of an ice burn.
Rehabilitation with a Chartered PhysiotherapistA member of the Chartered Society of Physiotherapy, signified by the initials MCSP.','',250)" onmouseout=hideddrivetip() ;>chartered physiotherapist significantly improves the level of ankle function. Wobble board training in the later rehab stage is designed to assist the re-education of the ProprioceptiveRelating to the system by which nerve receptors in skin, muscle, ligament and joint tissue relay information to the brain about body position sense, where this information is quickly processed and movement strategies are formulated and executed using nerve signals to muscles.','',250)" onmouseout=hideddrivetip() ;>proprioceptive system. Previous research has suggested that patients with ankle instability who underwent wobble board training experienced significantly fewer recurrent sprains during a follow-up period than those who did not follow the training programme.
http://www.physioroom.com
IMPORTANT SAFETY NOTICE The articles on this web site are provided for general information only and should not be used as a basis for diagnosis or treatment. All exercises and information featured on this web site should only be practised under the supervision of a qualified healthcare professional.
Sprained ankles are relatively common in tennis players. Roger Federer, Andy Roddick and Andrew Murray have all suffered sprained ankles. The sudden sideways movements that are required during tennis can cause the ankle to twist, particularly if the surface is slippery or the player is fatigued.
A twisted ankle causes damage to ligaments and other soft tissues around the ankle. This is called a Sprained Ankle. The damage causes bleeding within the tissues, which produces a swollen ankle that can be extremely painful.
What can you do to prevent Sprained Ankles?
Applying an ankle brace to the ankle can help to reduce the risk of ankle sprains and it's a strategy that is employed by tennis pros such as Andrew Murray and Roger Federer.
Previous research has shown the injury incidence in people with taped ankles was 4.9 ankle sprains per 1000 participant matches, compared with 2.6 ankle sprains per 1000 participant matches in students wearing ankle braces. This compared with 32.8 ankle sprains per 1000 participant matches in subjects that had no taping or bracing.
What should you do if you suffer a Sprained Ankle?
In the first few days following an ankle sprain it is important to follow the PRICE protocol - protection, rest, ice, compression and elevation (never apply ice directly to the skin). An Ankle Cryo/Cuff is the most effective method of providing ice therapy and is the professional's choice. A Cryo/Cuff is ideal for home use as it is the safest and most effective method of ice therapy. It can provide continuous ice cold water and compression for 6 hours and significantly reduce ankle pain and swelling. Alternatively if you have to apply ice at home, the use of an Ice Bag is recommended. This is a safe method of ice application to avoid the risk of an ice burn.
Rehabilitation with a Chartered PhysiotherapistA member of the Chartered Society of Physiotherapy, signified by the initials MCSP.','',250)" onmouseout=hideddrivetip() ;>chartered physiotherapist significantly improves the level of ankle function. Wobble board training in the later rehab stage is designed to assist the re-education of the ProprioceptiveRelating to the system by which nerve receptors in skin, muscle, ligament and joint tissue relay information to the brain about body position sense, where this information is quickly processed and movement strategies are formulated and executed using nerve signals to muscles.','',250)" onmouseout=hideddrivetip() ;>proprioceptive system. Previous research has suggested that patients with ankle instability who underwent wobble board training experienced significantly fewer recurrent sprains during a follow-up period than those who did not follow the training programme.
http://www.physioroom.com
IMPORTANT SAFETY NOTICE The articles on this web site are provided for general information only and should not be used as a basis for diagnosis or treatment. All exercises and information featured on this web site should only be practised under the supervision of a qualified healthcare professional.
Introduction
The rivalry of today's elite tennis players, such as Rafael Nadal and Roger Federer has propelled the popularity of tennis to an unprecedented level. However, even elite tennis players suffer from injuries and these injuries can also affect recreational players. By understanding more about common tennis injuries you can learn that there are steps you can take to prevent them. This guide is designed to help you stay injury free.
Research evidence has shown that there are around 54 injuries per 1000 tennis matches played, which is about half the number of injuries that occur during the same number of soccer matches. There is also less risk of injury during tennis compared with individual sports such as running and golf. The injury risk during tennis can be further reduced if you understand some of the most common injuries that occur in tennis and have a strategy to avoid tennis injury.
Research evidence has shown that there are around 54 injuries per 1000 tennis matches played, which is about half the number of injuries that occur during the same number of soccer matches. There is also less risk of injury during tennis compared with individual sports such as running and golf. The injury risk during tennis can be further reduced if you understand some of the most common injuries that occur in tennis and have a strategy to avoid tennis injury.
Tax Issues
Before embarking on a search for sponsorship, athletes should be aware of the potential tax implications. Any income directly derived through personal sponsorship could adversely affect the tax-free Athlete Personal Award (APA) that they receive from UK Sport.
For example, an athlete awarded a £20,000 APA who then receives an additional £3000 of personal sponsorship funds could be taxed on the ENTIRE sum and end up losing money.
http://sponsorship.uksport.gov.uk
For example, an athlete awarded a £20,000 APA who then receives an additional £3000 of personal sponsorship funds could be taxed on the ENTIRE sum and end up losing money.
http://sponsorship.uksport.gov.uk
What do I ask for?
This is the big question but if you think things through in advance it is not too difficult. The key points to consider are as follows:-
Be reasonable and realistic
Don’t ask a small company for a large amount of cash, they will most likely say no
Some sponsors will be happy to give you money, but don’t always think of sponsorship support as hard cash. A sponsor that can provide you with free products, equipment or services is just as useful, if not more so, than a company offering money.
How much you ask for from a sponsor will depend upon what you have to offer, ie. what value you can bring in return.
Consider the type of company you are approaching then determine what it is they could offer you that would be of little or no cost to them (ie. A free mobile and contract from a mobile phone company, a courtesy car from a car dealership, free flights from an Airline etc)
Have an idea of what a company is likely to be able to spend. A local butchers, for example, will not have the same budget as the local bank
They may ask for a budget so set out a budget for yourself; make it realistic but don’t underestimate. Include all outgoings relating to your sporting activity and general living expenses, including your travel costs, rent, training equipment, professional services (physio etc) etc.
Showing a planned budget will help you as well. They may cover all of it!
Show value for money - results for less cost
Be prepared to be flexible
Always be mindful of the fact that you have a great deal of value to offer a potential sponsor. Sponsorship is not a one-way relationship so never think of yourself as a charity case! Whilst the sponsor can provide you with cash, products or services, you can also deliver value to their business/brand – if that weren’t the case, sponsorship wouldn’t exist. So don’t undersell yourself. Be confident and talk yourself up, but be careful not to cross the line and appear arrogant. This can be a turn off to sponsors.
http://sponsorship.uksport.gov.uk
Be reasonable and realistic
Don’t ask a small company for a large amount of cash, they will most likely say no
Some sponsors will be happy to give you money, but don’t always think of sponsorship support as hard cash. A sponsor that can provide you with free products, equipment or services is just as useful, if not more so, than a company offering money.
How much you ask for from a sponsor will depend upon what you have to offer, ie. what value you can bring in return.
Consider the type of company you are approaching then determine what it is they could offer you that would be of little or no cost to them (ie. A free mobile and contract from a mobile phone company, a courtesy car from a car dealership, free flights from an Airline etc)
Have an idea of what a company is likely to be able to spend. A local butchers, for example, will not have the same budget as the local bank
They may ask for a budget so set out a budget for yourself; make it realistic but don’t underestimate. Include all outgoings relating to your sporting activity and general living expenses, including your travel costs, rent, training equipment, professional services (physio etc) etc.
Showing a planned budget will help you as well. They may cover all of it!
Show value for money - results for less cost
Be prepared to be flexible
Always be mindful of the fact that you have a great deal of value to offer a potential sponsor. Sponsorship is not a one-way relationship so never think of yourself as a charity case! Whilst the sponsor can provide you with cash, products or services, you can also deliver value to their business/brand – if that weren’t the case, sponsorship wouldn’t exist. So don’t undersell yourself. Be confident and talk yourself up, but be careful not to cross the line and appear arrogant. This can be a turn off to sponsors.
http://sponsorship.uksport.gov.uk
Making first Contact
Who to Contact
Finding out who is the best person to contact is hard. The best route is to get a personal introduction from someone you know. Failing that, you should try one or more of the following people:
Marketing DirectorSponsorship budgets and sponsorship activity is almost always handled by a company’s Marketing department. Smaller companies will not have these positions and so it might be best to approach the CEO directly
Corporate Affairs Director
Community Affairs ManagerThis is particularly relevant to local sponsorships where there may be a direct benefit to the local community
Sponsorship ManagerMany small companies will not have a Sponsorship Manager, the Marketing Director will handle all sponsorship activity
Brand ManagerParticularly relevant for larger companies and those in the FMCG sector. (FMCG's - or fast moving consumer goods - include every day products such as confectionary, soft drinks, washing powders etc)
Chief ExecutiveIf you know that he or she has a keen interest in sport – or, more importantly, in your sport – then a Chief Exec is well worth approaching. In this case it is often best to get a referral from a third party
It is vital that you contact the right person to ensure your approach is properly considered, so research here is essential.
Sports Marketing Agencies and Sponsorship Consultancies
Specialist Sports Marketing Agencies and Sponsorship Consultancies are also well worth approaching. These companies represent the interests of businesses and brands that are actively engaged in sports sponsorship. They are often responsible for advising their clients on where to commit their sponsorship spend. Indeed in many cases – particularly when approaching larger sized companies – your letter will be passed on directly to these agencies as they will be responsible for handling and assessing all sponsorship requests on behalf of their clients.
You can find a detailed listing of these agencies on websites such as http://www.sportcal.com/profiles/search_profiles_type.asp?type=1&bynation=0&CoType=SM_Sports+Marketing.
Once you have identified your target agencies, visit their websites to find out which brands they represent, and then tailor your approach accordingly.
From time to time these agencies actively seek well-known sporting personalities and celebrities to attend functions on behalf of clients. These functions include everything from photoshoots and press conferences, to premieres, evening receptions and corporate golf days, so it is worth putting yourself in the shop window for this alone. The more you put yourself in the public eye, the more you build your profile and the more chance you’ll have of attracting interest from sponsors. These types of event should also be viewed as valuable networking opportunities.
How do I make the approach?
The options:
In Person
Letter
Proposal
Phone Call
Email
In Person Any of the above can be used depending on the level of introduction you have, but by far the best route is to meet in person. Letters can get lost, e-mails deleted and phone calls are just too easy to ignore – a face-to-face meeting therefore, is your golden chance to make a lasting impression.
If the opportunity presents itself you must be prepared. Have a clear idea of what you want to get out of the meeting and, ideally, have a short presentation prepared.
Prepare and plan the meeting. Jot down your objectives so you don’t get sidetracked
Be professional - write and confirm the time and date of your appointment
Be knowledgeable - do your homework about the company and people you will meet
Make a good first impression – be pleasant to the receptionist!
Dress smartly. If you have a team blazer wear this to create maximum impact
Show your personality
Be honest, confident and believe in yourself
Be enthusiastic, show you are dedicated
Make sure you have all the information to hand
Leave a business card at the end of the meeting
After the meeting, follow-up with an e-mail or letter thanking them for their time and saying how much you enjoyed meeting them
Letter
Make it short and to the point. If possible, enclose a proposal with more details.
Key points to remember:-
An obvious starting point but ensure you have the correct, up-to-date address
Personalise the letter to the individual. Never write “Dear Sir/Madam”
Use a spell check before printing to make sure there are no mistakes
Include a brief introduction about what you are writing about
Don’t waffle. List key points that will attract the recipients attention
Enclose information: a proposal, CV and a business card
You might consider sending it in a coloured envelope so that it stands out
If applicable, why not include an formal invitation for them to come and watch/meet you the next time you are competing in the area
Above all, remember to BE CREATIVE, as first impressions count. Remember that the recipient may receive countless similar requests, so anything you can do to make your approach stand out will give you a better chance (using colour, images etc)
Proposal
This is the sales hook. A good proposal will make the reader want to ring you to find out more. It can be a proposal or a CV style document.
Make it eye catching
Use action photographs or colour photocopies of you competing. If possible, try to get hold of professional quality shots. Speak to your Governing Body who should have a library of pics from major events or try contacting your local paper if in the past they have published shots of you in action.
Make it informative
Make it exciting and show your potential
Talk about your training regime. Perhaps detail what you will do on an average day and list how many hours you put in per week/month. Make sure they appreciate what it takes to get to the top of your sport.
Detail your successes / results
List your Major Championships appearances and medals won
List the teams you have represented, from county level to national selections
Include some example press cuttings - neatly done, putting each on a separate page with details of the publication it came from
List the benefits that you can offer a sponsor
Make it clear and easy to read - use bullet points
Include a list of upcoming major events
Highlight your goals/aspirations. Sponsors will want to see that you have a long-term commitment to the sport and that you hold high expectations of yourself
Do not state how much money or product you want from the sponsor, leave that for the face-to-face meeting.
Follow UpOnce you have sent a letter and/or proposal it is crucial that you follow-up with a phone call to make sure that it was received and to see if the company is interested.
Plan when you are going to do this, put a date in your diary about 2 weeks after you send the letter.
This also gives you an excuse to make direct contact with the company.
Phone-call
One of the hardest parts is the dreaded “sales phone call”. You may find it difficult at first but it is something that can be mastered. See it as an opportunity to make a new friend, not as a major task.
Rehearse and plan the call - write down the key points
Be polite, but convincing
Keep a smile on your face as you speak it comes across in the conversation.
Be persistent - getting through the secretary is hard work; lunchtime and evening is often a solution
Remember, you have nothing to lose but everything to gain.
E-mail
With new media this is now an option, but be aware it can be a little impersonal or too personal sometimes, and many people get a lot of ‘junk’ mail or spam. Unless you know the person well, it is best to send a letter. With an email a mixture of principles of a letter and phone call will apply.
If sending a presentation by e-mail, be careful not to include too many high-resolution images and this may prevent the message getting through to companies with restrictions on the size of e-mail attachments they can receive.
The Presentation
This can take any format, either a PC if you have one, or just a flip chart of A4 sheets in a folder. Most companies will understand that athletes cannot always have access to presentation materials. But if you can put something together, it will show initiative and professionalism.
A basic PowerPoint presentation is probably the best solution. Where ever possible, make sure that you include images of yourself in competition, this will bring the presentation to life and make it much more emotive for the potential sponsor.
You may choose to ask a friend who is experienced to assist you putting together the presentation. Just make sure they understand what you are offering and that they have some experience of writing presentations of this nature.
http://sponsorship.uksport.gov.uk
Finding out who is the best person to contact is hard. The best route is to get a personal introduction from someone you know. Failing that, you should try one or more of the following people:
Marketing DirectorSponsorship budgets and sponsorship activity is almost always handled by a company’s Marketing department. Smaller companies will not have these positions and so it might be best to approach the CEO directly
Corporate Affairs Director
Community Affairs ManagerThis is particularly relevant to local sponsorships where there may be a direct benefit to the local community
Sponsorship ManagerMany small companies will not have a Sponsorship Manager, the Marketing Director will handle all sponsorship activity
Brand ManagerParticularly relevant for larger companies and those in the FMCG sector. (FMCG's - or fast moving consumer goods - include every day products such as confectionary, soft drinks, washing powders etc)
Chief ExecutiveIf you know that he or she has a keen interest in sport – or, more importantly, in your sport – then a Chief Exec is well worth approaching. In this case it is often best to get a referral from a third party
It is vital that you contact the right person to ensure your approach is properly considered, so research here is essential.
Sports Marketing Agencies and Sponsorship Consultancies
Specialist Sports Marketing Agencies and Sponsorship Consultancies are also well worth approaching. These companies represent the interests of businesses and brands that are actively engaged in sports sponsorship. They are often responsible for advising their clients on where to commit their sponsorship spend. Indeed in many cases – particularly when approaching larger sized companies – your letter will be passed on directly to these agencies as they will be responsible for handling and assessing all sponsorship requests on behalf of their clients.
You can find a detailed listing of these agencies on websites such as http://www.sportcal.com/profiles/search_profiles_type.asp?type=1&bynation=0&CoType=SM_Sports+Marketing.
Once you have identified your target agencies, visit their websites to find out which brands they represent, and then tailor your approach accordingly.
From time to time these agencies actively seek well-known sporting personalities and celebrities to attend functions on behalf of clients. These functions include everything from photoshoots and press conferences, to premieres, evening receptions and corporate golf days, so it is worth putting yourself in the shop window for this alone. The more you put yourself in the public eye, the more you build your profile and the more chance you’ll have of attracting interest from sponsors. These types of event should also be viewed as valuable networking opportunities.
How do I make the approach?
The options:
In Person
Letter
Proposal
Phone Call
In Person Any of the above can be used depending on the level of introduction you have, but by far the best route is to meet in person. Letters can get lost, e-mails deleted and phone calls are just too easy to ignore – a face-to-face meeting therefore, is your golden chance to make a lasting impression.
If the opportunity presents itself you must be prepared. Have a clear idea of what you want to get out of the meeting and, ideally, have a short presentation prepared.
Prepare and plan the meeting. Jot down your objectives so you don’t get sidetracked
Be professional - write and confirm the time and date of your appointment
Be knowledgeable - do your homework about the company and people you will meet
Make a good first impression – be pleasant to the receptionist!
Dress smartly. If you have a team blazer wear this to create maximum impact
Show your personality
Be honest, confident and believe in yourself
Be enthusiastic, show you are dedicated
Make sure you have all the information to hand
Leave a business card at the end of the meeting
After the meeting, follow-up with an e-mail or letter thanking them for their time and saying how much you enjoyed meeting them
Letter
Make it short and to the point. If possible, enclose a proposal with more details.
Key points to remember:-
An obvious starting point but ensure you have the correct, up-to-date address
Personalise the letter to the individual. Never write “Dear Sir/Madam”
Use a spell check before printing to make sure there are no mistakes
Include a brief introduction about what you are writing about
Don’t waffle. List key points that will attract the recipients attention
Enclose information: a proposal, CV and a business card
You might consider sending it in a coloured envelope so that it stands out
If applicable, why not include an formal invitation for them to come and watch/meet you the next time you are competing in the area
Above all, remember to BE CREATIVE, as first impressions count. Remember that the recipient may receive countless similar requests, so anything you can do to make your approach stand out will give you a better chance (using colour, images etc)
Proposal
This is the sales hook. A good proposal will make the reader want to ring you to find out more. It can be a proposal or a CV style document.
Make it eye catching
Use action photographs or colour photocopies of you competing. If possible, try to get hold of professional quality shots. Speak to your Governing Body who should have a library of pics from major events or try contacting your local paper if in the past they have published shots of you in action.
Make it informative
Make it exciting and show your potential
Talk about your training regime. Perhaps detail what you will do on an average day and list how many hours you put in per week/month. Make sure they appreciate what it takes to get to the top of your sport.
Detail your successes / results
List your Major Championships appearances and medals won
List the teams you have represented, from county level to national selections
Include some example press cuttings - neatly done, putting each on a separate page with details of the publication it came from
List the benefits that you can offer a sponsor
Make it clear and easy to read - use bullet points
Include a list of upcoming major events
Highlight your goals/aspirations. Sponsors will want to see that you have a long-term commitment to the sport and that you hold high expectations of yourself
Do not state how much money or product you want from the sponsor, leave that for the face-to-face meeting.
Follow UpOnce you have sent a letter and/or proposal it is crucial that you follow-up with a phone call to make sure that it was received and to see if the company is interested.
Plan when you are going to do this, put a date in your diary about 2 weeks after you send the letter.
This also gives you an excuse to make direct contact with the company.
Phone-call
One of the hardest parts is the dreaded “sales phone call”. You may find it difficult at first but it is something that can be mastered. See it as an opportunity to make a new friend, not as a major task.
Rehearse and plan the call - write down the key points
Be polite, but convincing
Keep a smile on your face as you speak it comes across in the conversation.
Be persistent - getting through the secretary is hard work; lunchtime and evening is often a solution
Remember, you have nothing to lose but everything to gain.
With new media this is now an option, but be aware it can be a little impersonal or too personal sometimes, and many people get a lot of ‘junk’ mail or spam. Unless you know the person well, it is best to send a letter. With an email a mixture of principles of a letter and phone call will apply.
If sending a presentation by e-mail, be careful not to include too many high-resolution images and this may prevent the message getting through to companies with restrictions on the size of e-mail attachments they can receive.
The Presentation
This can take any format, either a PC if you have one, or just a flip chart of A4 sheets in a folder. Most companies will understand that athletes cannot always have access to presentation materials. But if you can put something together, it will show initiative and professionalism.
A basic PowerPoint presentation is probably the best solution. Where ever possible, make sure that you include images of yourself in competition, this will bring the presentation to life and make it much more emotive for the potential sponsor.
You may choose to ask a friend who is experienced to assist you putting together the presentation. Just make sure they understand what you are offering and that they have some experience of writing presentations of this nature.
http://sponsorship.uksport.gov.uk
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