30“Cycling fits into our corporate marketing strategy. We use cycling to explain our sales approach; it’s part of our corporate culture. We have cycling pictures and symbols in our conference room. If we gain corporate clients from our team’s cycling exposure, the sponsorship pays for itself.” John Kelly, Pro Team Sponsor
Consumer goods sponsorships make the most cents...
Sponsorship generally must make economic sense, and big teams work with various corporate departments to ensure the cost-effectiveness of its investment in cycling. Outlays are such that some tangible return on investment is justified. While it sounds like sacrilege to us, the truth is that competitive cycling is fairly unnecessary. Sometimes, we think we are more important than we really are and that we make a bigger impact than we really do. Other times, we don’t think enough of the splash that comes off our rear wheels.
We are rolling billboards to be read in passing and with enough repetitions, these messages sink in. Unknown companies become beloved cycling icons. We read their websites and purchase products. Tour de France exposure alone is worth millions of ad dollars. The figures are staggering and seem a steep mountain to climb when all a rider wants is the opportunity to feed a family and keep racing.
Rarely is cash sponsorship purely altruistic. Sponsors aren’t investing in us because they care about our personal dreams. They expect a business expansion from involvement. While other reasons and passions may contribute to decision-making, financial integrity and fiscal responsibility should be the priority pitches to cash sponsors. If the sell seems too hard, it probably is – so pursue enthusiastic financiers.
Unfortunately, we’ve shown ourselves irresponsible through doping culture and other corrupt practices. For instance, a director that absconds with team monies meant for rider salaries leaves a trail of broken promises. This is completely unacceptable. It’s not enough to appear that we’re doing what’s right, right living starts within so our beloved billboards can roll out.
Prayer for Cash Sponsorship
“Be on your guard against every form of greed; for not even when one has an abundance does his life consist of his possessions.” 31Luke 12:15
We repent for our greed and corruption. We pray for cash provisions to fund effective cycling programs and ask blessing on cycling’s sponsors.
Ponder Can I prove my cycling value? Affirm I am worth every penny because… Watch your business plan open bank accounts.
30Conversations with John Kelly. John’s enthusiasm for cycling dates from his racing experiences with Athletes In Action. He underwrites an American pro team as part business strategy and part passion. www.kbsmedifast.com
31New American Standard Bible Copyright © 1960, 1962, 1963, 1968, 1971, 1972, 1973, 1975, 1977, 1995 by The Lockman Foundation