Getting sponsored is an arduous task. Relying on tournament success alone isn’t enough to get deals done. As one who has both succeeded and failed within the business side of fishing, my objective is to help anglers who have put themselves in the same position as me, and to make sure they avoid the same mistakes most applicants are making. I provide you with perspectives from aspiring anglers, and the successful systems we employ to achieve fishing industry success.
By Andrew Ragas
Trying to make a career out of the fishing industry isn’t easy. Despite its difficulties, this is a course I have chosen to take, and a life’s goal I am trying to fulfill. With fishing becoming increasingly expensive and popular in recent years amongst recreational and professional anglers, the sport has become competitive at unforeseen levels. Furthermore, fishing has become even more competitive as a business amongst aspiring anglers.
The subject of “How to get sponsored” has been intensely written about in recent years. A common theme within these articles is that they are always written by either marketing experts, or professional anglers who fish at the highest competitive levels. While their advice is helpful to some degree, these articles aren’t realistic towards a general audience. They often mislead anglers to believe otherwise, as neither its authors nor subjects are at the same level or under the same circumstances as their readers. All these articles ever do is stress the importance of tournament fishing success. As we know, you have to fish tournaments in order to be a professional and get sponsors. Right? Wrong.
The expectation for one to achieve greatness at the highest level is far too unrealistic and it’s the most common misconception within the process of attaining sponsors.
After years of industry participation and study, I have never encountered advice of this nature by involved, everyday anglers like myself who have experienced or shared their own industry failures and success with others. Neither have I ever seen a piece like this written by young aspiring anglers who are currently breaking into the industry themselves. As I currently seek my own sponsorships for the enjoyment of staying connected with the fishing industry, with hopes it leads me to a career within it, I want to help other anglers who share my similar goals and passions, and who have now found themselves to be in the same position I am in.
Today’s Anglers are Tomorrow’s Professionals
Today’s aspiring anglers are tomorrow’s fishing professionals. It’s the cycle of business as we know it. As our angling legends give way to younger generations of aspiring self-motivated anglers, it has become the responsibility of individuals like ourselves and our fresh faces to continue growing our sport, strengthen it for future generations of participating anglers, and to influence and share knowledge with others.
Through my fishing industry involvement during the last few years as a writer, media specialist, multi-species angler and independent promoter, I have acquainted myself with many aspiring anglers throughout North America who share my same unique passions and dedication. Through participation with mutual sponsors and social media, I’ve met and connected with two talented anglers of similar age who are blazing their own trails to industry success.
Ashley Rae, 27, of Bay of Quinte, Ontario, and Josh Peacock, 28, of Kenora, Ontario are young, aspiring anglers who possess a plethora of skills, talents, and qualities that have positioned them for fishing industry success. Ashley is best known for her social media prowess, public speaking engagements, infectious enthusiasm, and massive internet following through her blog website, Shelovestofish.com. Meanwhile, Josh is best known for his tournament success in the Lake of the Woods region of Northwest Ontario where he has several top ten finishes to his merit. His North Country bass fishing success has driven him to test the waters and join the FLW circuit as a co-angler in 2013.
Like me, both anglers have experienced successes and failures within the business side of our sport at some point, and want to share their industry knowledge with others. Through our discussions and interaction with one another, we unanimously agree that our responsibilities in fishing require hard work. Thus, fishing must be treated as such, but most importantly to have fun doing it.
Applying for Sponsorship is like Applying for a Full Time Job
It’s a competitive business world out there. Applying for sponsorship is exactly the same as applying for a job. Each applicant employs their own systems in order to reap the benefits of sponsorship. While some succeed, most don’t. For each fishing industry-related company, there’s a good chance that approximately 95% of all applicants lack the necessary skills to separate themselves from the sponsor-seeking pack and be unique in their own ways. In addition, most are product-demanding tournament anglers who offer little return of investment in comparison to the well rounded such as Ashley Rae and Josh Peacock.
Peacock, an Ontario Fisheries Biologist by trade and touring angler by passion, agrees that the biggest mistake anglers make is “Sending in a resume or poorly written e-mail, nothing more, and demanding product.” Peacock is presently sponsored most notably by St. Croix Rods, Eagle Claw, LazerTrokar, Venom Lures and a slew of other partners. He attributes his sponsorship success to establishing long-term relationships and a strong level of commitment with the brands he believes in.
According to Peacock, “Inquiring for sponsorship through face to face interaction, whether it’s at a sport show, tournament or other event, is ideal.” As a communication specialist like myself, he adds, “I believe my communication skills set me apart from other sponsorship applicants, as did my career and education in Fisheries. Not only do I submit my fishing resume, but I also include my professional work resume which gives pro-staff managers proof that fishing is my lifestyle and career rather than just a hobby or pastime.”
Unlike Peacock who has succeeded in approaching companies through interpersonal communication, Ashley Rae has experienced her success through a different way.
Rae, who is sponsored most notably by Alumacraft Boats, Hobie Kayaks, Rapala Canada, Mustang Survival, and X-Zone lures has surprisingly never approached any of her sponsors. Instead, she fishes with products she loves and naturally promotes them based on her own experiences with them. Companies then take notice. Rae admits, “Through my blogging, writing, social media participation, and videos, companies have recognized my passion for not only fishing but also their products.” She concludes, “Sponsorships were obtained in the very best way possible by using products that I already believe in.” Ultimately, sponsors initiate the relationships with her after witnessing the passion she has for fishing, and her abilities to share the experience on a worldwide scale with her thousands of readers and website visitors. For sponsors, it’s all about receiving a return of investment from the anglers they support, such as Ashley Rae and Josh Peacock.
The Tournament Misconception: What Businesses REALLY Want
Most sponsorship seeking fishermen possess qualities and characteristics that are valued by companies. Tournaments are just a minor piece of the puzzle, however.
“Tournaments are great for the industry, community, and inspiring our youth but they have never been a sponsor requirement for me to do,” admits Rae. In response, Peacock thinks they are as overrated as I do. “Absolutely, I have a lot of buddies who are great, successful tournament fishermen but they couldn’t sell a bottle of water to a man lost in the desert! Accepting a check with your head down and mumbling is a bad deal.”
Credibility that is received by a combination of tournaments, guiding, writing, media and online exposure, product knowledge, sport show appearances, and ability to promote and sell is critical to success. Rae, Peacock, and I agree that professionalism, enthusiasm, communication skills, personality and credibility are at the forefront of all sponsorship qualifications. So is participation and involvement within the sport itself.
According to Rae, there are many important qualities that appeal to sponsors. Many people bring different qualities to the table, but she feels that possessing a variety of them makes for an excellent and efficient team. “Knowledge of product, experience, influence on peers, positive attitude, professionalism, people skills, public speaking skills, marketability, time on the water and more are just a few of the most important,” she says.
Outside of ability and personality traits, sales experience, media exposure, and reach are extremely important for obtaining sponsorship. An advantage younger generations of anglers have today is their proficiency with Facebook and Twitter which serve as free marketing tools for companies with enormous reach. “Oh absolutely, social media is HUGE now. The power and reach carried by Facebook and Twitter is staggering,” says Peacock, who utilizes both social networking modes and has a following just like Rae.
Peacock summarizes the business of fishing perfectly: “Do your local tackle shops carry your sponsor’s product? If they don’t you aren’t really doing your job.” In essence, that’s what companies predominantly look for over anything else. It’s all about promoting and introducing product to your local and regional angling markets so the sponsor generates sales in return; a return on investment.
Avoiding Common Mistakes; Have a System That Works
Through observation, and in working with pro staff managers, far too many anglers put forth focus on tournament fishing or make little effort to effectively endorse themselves. This consequently leads to a number of missed opportunities for the angler and zero interest from companies that get bombarded by yearly requests. Understanding the structure of the fishing industry, its economics, and all of its intricacies is important for aspiring anglers. But presentation above all else is critical. Anglers must stand out and separate themselves from the pack.
As we’ve already addressed, carrying a resume highlighting both fishing experience and professional career is important. But how about utilizing a media kit, or even a website? Both are the most useful tools I employ.
In 2011, it was suggested that I create a media kit for myself in online and print versions which highlighted all of my skills, qualifications, and abilities in a professional presentation. A media kit is a press kit, brochure, or a pre-packaged set of promotional materials of a person, company, or organization that is distributed for promotional use. I often use these documents when meeting with representatives and pro-staff managers at sport shows and other events, as well as in PDF document form for long-distance e-mails. Since then, I have been able to garner the interest of several big name companies, get my name on their radars, and have been successfully signed by companies to professional staff memberships and other related duties for their companies.
Besides a media kit, another useful tool is having a website. I, myself, have two, and both Rae and Peacock employ their own as well. A website is valuable only if it is professional and maintained. “I’ve seen some websites that look cheap and are of poor quality, which do hurt anglers,” says Peacock. For Rae, “It’s not a necessity, but with today’s technology and the fact we live in an internet-driven world, everyone is connected and it’s definitely an asset to sponsors.” She concludes, “Of the different pro staff teams I am part of, each member offers different skills. My advice is to do what you’re good at. If you recognize your best skills and find an outlet such as a website for showcasing them, you can be very valuable to potential sponsors!”
Fishing for Business
Going into an interview with marketing and professional staff managers, or when submitting my promotional materials to the company I want to work for, my mind set is ‘It’s not what you can do for me but it’s what I can do for you to help your business.’ Too many anglers have forgotten this concept. Rather, the first thing they will ever ask is for money or product to promote on their boats which will never yield a response from any company. “That is a great approach,” says Peacock. “Fishing is a lot like work. You’re trying to enhance your career and build your resume at the same time. The process of sponsorship is slow; you don’t become an experienced angler in a couple of years, or by fishing once a week. Obtaining sponsors is a process and it takes time.”
For first time inquirers, Peacock has advice for anglers who are trying to break into the industry. For anglers who are starting out he encourages, “Getting sponsorship from any company should be seen as a monumental accomplishment. Your initial deals will simply be discounts on product. Be happy with that. Only a very select few ever truly get free product or cash retainers from companies.”
The best advice for all aspiring anglers is don’t rush the process, but in the same breath, jump on any and all opportunities when they arise. Have realistic expectations, and reachable goals. Treat the sponsorship as a job, and enjoy the privilege. You can be a realist, a dreamer, or genuine like Rae as she explains, “Be true to yourself, stay grounded, and surround yourself with a support system of family and friends. Don’t forget the folks that helped you get there, and always show appreciation. I have never set out to get ‘free stuff’ but rather to promote our sport so it continues to grow. I appreciate those that have helped me along the way!”
The fishing industry acts big, and can be an intimidating monster. But by making connections with companies and other anglers who are in my same position, I’ve learned it’s quite small. When seeking sponsors emphasize your commitment to companies and they will commit to you in return. If you have set forth goals, or are successful at making dreams like fishing for a living a reality, you very well may succeed in attaining sponsors and more within the fishing industry.
Ashley Rae, 27, is a multi-species fisher woman from Bay of Quinte, Ontario. A Medical Office Administrator by trade, she is an aspiring angler. She strives to promote fishing to a worldwide audience through her angling participation, media involvement, and blog at www.shelovestofish.com
Josh Peacock, 28, fisheries biologist, is a successful tournament angler with several top-ten finishes from Northwest Ontario. The Kenora area of Lake of the Woods is his home and he is taking his bass fishing talents to the FLW tour as co-angler in 2013.
