Project Person // Primer #1

An antiquated view of sponsorship is something along the lines of, “I am doing this thing. You can pay me $10k, and I’ll put your logo on it.”

Think: 5Ks or galas.

The more updated (yet still impersonal) approach has become, “I have this following. You can pay me $10k, and I’ll talk about/tag you.”

Think: nearly any influencer.

The problem?

Both prioritize the creator over the client.

When I asked Aaron (see Project Person // Profile #1) for his advice on getting sponsors, he flipped this script, leading instead with the needs of the client.

His four steps for getting a sponsor are simple:

1. See what brands are struggling with.

2. Show them you know the space better than anyone.

3. Crush your own content.

4. Be responsive and an absolute sweetie pie to work with.

→ Don’t have a business model built around sponsorships? I’d argue these principles work just as well with making a sale of any kind. Just substitute clients » brands and product or service » content.

While St. André makes some $$ off viewership and merch, their largest revenue stream is sponsored partnerships. Brands including Bridgestone, Long Drink, and Rhoback engage St. André to create and share content that represent their brand in an authentic, engaging way.

Here’s how I’ve seen Aaron’s 4 steps play out in his own work:

When Aaron created St. André, he noticed brands wanted to connect with a younger, more diverse audience in the golf world. (See what brands are struggling with.)

St. André showed they knew the golf world by creating content so relatable that it was shared like crazy by both big meme accounts and individuals alike. Even pro golfers began commenting on and sharing posts, further validating St. André’s knowledge of the game and its nuances. (Show them you know the space better than anyone. Crush your own content.)

Many brands came to St. André directly, emailing or even DMing with offers to work together. Aaron and his team asked questions about the brand’s overall marketing goals (outside of just the sponsorship), and they made it an internal goal to make their client contact—often a marketing manager or content lead—look good. (Be responsive and an absolute sweetie pie to work with.)

Interested in getting your own sponsors? Here are a few terms to know:

• Media Kit. Sometimes called a Pitch Deck, this could be a Keynote, PDF, or even simple Google Doc outlining what the opportunity looks like. Who are you, who is your audience, what are your key stats, and what other brands have you worked with? (And better yet, what do they have to say about working with you?)

• Exclusivity. Is your sponsor the only sponsor at this event or in their category?

• Entitlement. What rights or benefits does a sponsor receive? Can they offer product sampling? Do they receive a lead list? Will you wear their brand? Are you creating content or tagging them in current content?

• Assets or Deliverables. What specifically will you be creating for the client? Where will these be shared? What timeframe?

• In-kind or Trade. Is the sponsor providing a product or service in lieu of cash for the sponsorship?

• IP Rights. If you create something new (a video or event concept, for instance), who owns the right to the Intellectual Property?

• Payment Schedule. Are there specific payment terms? Will the sponsor pay by a certain date or when a certain target is met?

Additional terms such as Paid Promotion and Authorized Re-posts are discussed in this Digital Media Talent AgreementGoogle Doc template you are welcome to copy and customize.

Next week, we’ll hear the story of how one of my all-time favorite Project Persons found himself walking across Spain… and then helping others do the same. Stay tuned!