As a self-employed worker, you will have tried many different ways to market your business – and some of the ways bigger brands advertise might feel out of reach. I worked for IPSE a few years ago, and started the Freelance Corner podcast, which gave me the opportunity to speak to many members plus some expert marketeers about winning business. I remember countless conversations about finding ways to market yourselves when there is so often a need for the marketing to be hyper-local, or your target clients feel out of reach.

When speaking to self-employed business owners recently, I thought back to the many IPSE members I had spoken to, and realised that athlete partnerships could be the solution they were looking for. At the same time as businesses like yours look for innovative marketing solutions, there are many athletes, even Team GB Olympians, who don’t make a living from their sport despite performing at the highest level. They offer highly-engaged audiences which are often geographically tied to specific areas, whether that be where they live, train, or even compete. 

Forming a partnership with one of those athletes can be hugely beneficial to your business. Whether you offer a service or a product, trust is key – and that’s why turning to athletes offers an elevated ambassador for your brand.

What’s the benefit to me? 

A growing number of small businesses and limited companies are turning to athletes to help advertise their services and win business. 

Athletes can offer you things like hospitality packages, which you can pass on to clients of yours or take advantage of yourself, or tickets to events. You may also have benefits such as your business name in the athlete’s social media bio, or other social media promotion. 

Sponsorship is often tax deductible. As long as the sponsorship is “wholly and exclusively” for business purposes, such as promoting your business, then UK businesses can claim tax relief on sponsorship. 

What businesses can partner with athletes?

Any business can partner with an athlete. Sportspeople naturally bring powerful stories with them — tales of perseverance, triumph, and discipline. Incorporating these narratives into your marketing can humanise your brand and create compelling content. Whether through social media posts, video campaigns that you can share with your client list, or in-person events, athletes can add a personal dimension to your brand that resonates with your audience.

Many of them have jobs alongside their sport, so it’s even possible to be connected with an athlete who works in the same field as you.

If you offer a service like accounting or legal support, sponsoring an athlete is a great way to generate exciting content for your website and social media, as well as promoting good feeling towards your business in your area. 

How athletes help you demonstrate social value

Increasingly, businesses are prioritising making a genuinely positive impact on the local area. In fact, social value work is becoming a more regular requirement for businesses to demonstrate during tender processes. Sponsoring an athlete is a great social value initiative, as you are not only supporting their career, but enabling them to be a positive role model in your area. 

Clients like seeing you deliver value to your community. By helping an athlete, you are signalling to your customers that you are a business that gives back.

How much does it cost?

There is no set cost for partnership. The typical athlete sponsorship range is £1-5k per year, but there are also opportunities to partner with athletes on a smaller scale, such as buying boots or equipment for an athlete, or a larger scale such as a longer-term financial partnership.

How to get started

I now work for Contested, where we connect athletes with small businesses in their area to create effective and impactful partnerships with affordable and flexible options for any business. There will be a reduced commission rate for our services for IPSE members or newsletter subscribers who contact us before the end of January 2025. Find out more here: contested.com and get in contact today by filling out this form.