posted Sep 17th, 2011 - The NSL News story posted a copy of the 7th NSL News contribution for Blue Skies Mag coverage on 11 September 2011. Topic of the "Turning Points" was sponsorship in skydiving.

It was the first part of a 2-piece article, which covers this increasingly important part of skydiving competition, and it opened up with a brief evaluation of the current situation and the difficulties.

Blue Skies Mag and NSL News followed up in the September issue. This time, the topic was the search for solutions and thoughts about ways how to possibly tap into the deep pockets of the corporate business world, which has piled up more cash than ever, despite the currently worldwide problems with the economy.

Show me the Money

More Open Thoughts about Sponsorships

The last NSL contribution for Blue Skies Mag explained how difficult it is to solicit for sponsorships in skydiving, especially in the corporate business world. Let's see if there is still hope.

The Solicitor's View

The teams and competitors asking for financial support want reasonable compensation for their efforts. They have been putting in plenty of time and money for years and years just to train hard and possibly win, or at least to be in the spotlight.

Isn't that enough to justify the sponsorship? Unfortunately, this perspective doesn't mean very much to the potential sponsor, even not to one with deep pockets.

The Sponsor's View

Whether it is a sponsor of the skydiving industry, a DZ or a corporate sponsor - the perspective on the other side is pretty much the same. The sponsor wants exposure in return, like "eyes on the product or service", plus additional revenue in the long run. The industry sponsor wants the teams and competitors to be out there, to be visible as much as possible, to attend as many competitions as possible.

The corporate sponsor wants to see the company or product/service name with plenty of media coverage (newspapers, radio, TV) at as many events as possible. And: Realistically, the sponsor's view is more important since he/she will write the cheque - or not...

The Solution

Exposure and visibility comes with athletic and promotional activities, including competitions. At the end, we are a sport, and we solicit as athletes in this sport. Each financially successful sport has lots of competition and promotional activities. Let's just copy that. Go to the meets and events, bring as many teams and competitors and invite the media to spread the word. They will do this for free, as they always look for stories and drama. They just need to be invited. They ususally don't show because they don't know...

One national championship per year is not enough exposure for any sponsor. He wants you to be at an event every month, or every week, maybe every day... A well organized system with competitions each weekend and promotional activities is more attractive for a potential corporate sponsor. Organizations like a "National Skydiving League" can help by offering an arena for teams and competitors to be in the spotlight. Now it needs to be filled with life, literally: as many participants as possible at each event, visiting media representatives by invitation, promotional activities to support the events.

The league/event structure can bring promising results:

- The media will become more informed and interested in the sport. More coverage will eventually follow if they get what they need: Consistency - Continuity - Reliability. And there will always be enough footage and stories with this system.

- The media coverage will open doors for corporate sponsorships. Teams and competitors, and even the DZs, can now offer exposure and attention ("eyes on the product or service") in return for financial support.

- A competitive league and event structure with ongoing competition and rankings can even create regional identification in the audience. Spectators may become more interested if they can identify a home team.

- Last not least, success in this area will attract more teams to begin with training and competition. It will also create more business for the DZs, coaches, videographers and packers. Good news for skydiving in general.

It's not going to happen by itself. The National Skydiving League did not happen by itself, nothing in business happens by itself. It will require a joint effort of all parties. Some first steps have been done, but there is still a long way to go.

Teams and competitors need to understand how important it is to be out there in the field and show their faces - if they want support.

DZs need to understand that they have to support the whole system (not only tandem operation) if they want business to grow in the long term. There is more behind the sport and skydiving in general, not only the activities at the home DZ and the money in the cashier at the end of the day. Success will come once all involved parties are working hand in hand.

Plan of Action

- Create more and as many regional competition/event structures ("leagues") as possible. Apply the experiences of the already existing organizations. No need to re-invent the wheel. Contribute knowledge and professional experiences into the system.

- Run as many competitions/events within the organization/"league" as possible and connect them with each other. Include as many different DZs and explain how they benefit.

- Encourage skydivers to compete, form or join teams and attend as many of the competitions/events at different DZs within the region as possible. It does not have to be so serious, just be a part, meet like minded skydivers and have some fun. That alone is a contribution to the future of the sport. The system will run and work for everybody if everybody supports it.

- Explain to the DZ operators that their home teams will spread their word elsewhere - if they go the events. More home teams - more word. The home teams and their members will also spread the word in their personal environment and generate tandem and student business. It will be beneficial for the DZ operator to support home teams, competitors and competition.

- Invite the VIPs and CEOs to make tandem jumps and get them excited about skydiving. It may open doors easier.

The successful sports organizations have a very big picture in mind and a broad, far reaching infrastructure. They cannot afford a selfish way of thinking and direct business like in a micro cosmos. That would fail in the long term. Skydiving is a very young sport compared to others. We still have to connect all the dots within our own world, and it will take a while. But i have not given up yet...