How To Write The Perfect Athlete Sponsorship Letter

27 Jan How To Write The Perfect Athlete Sponsorship Letter

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I want to clear something up! It’s the most commonly searched term on Google when it comes to athlete sponsorship and I think people might be missing the mark!

It is: “How Do I Write A Sponsorship Letter?”


Now, the term ‘Sponsorship Letter’ in itself is important to clear up. A sponsorship letter is in my book; the cover letter or the cover email that introduces the sponsorship proposal (find out how to create a winning sponsorship proposal here).

When it comes to your proposal, it could be a video, PDF or printed document, that’s the thing that tells your sponsorship story. It says who you are, what you’re asking for, what you’re offering. And importantly, why you’re choosing this particular company. So that is the thing (the Proposal) that’s introduced by your sponsorship email or letter.

We’re about to launch our 8 Weeks To Sponsorship Challenge where we will work with you to create your personal brand and sponsorship strategy and actually create your proposal: CLICK HERE to register your interest and we’ll send you an information pack!


Ideally, the letter/email itself should be really short and sweet! all you’re doing is introducing this proposal. Hopefully, you already know the people that you are connecting with, it’s not just a random email to any old person. And you can really rest assured that if you’ve got your proposal right, all this letter has to do is introduce it.

If you’re someone who hasn’t created a proposal before, it’s worth taking the time and doing it right.

Athlete Sponsorship Letter

How To Write An Athlete Sponsorship Letter

Now, these are busy people, they are getting loads of proposals and what you want them to do is look at yours. So make the cover email really short and sweet. Make it to the point, make it accurate and respect their time. If you make the mistake of writing a long cover letter/email they may not actually read the proposal!

They may have spent 5 minutes reading that and thought “do you know what I’m busy, I’ve got other things to do!”. So keep it short. If you make it short you are actually showing them how good you are to work with. You’re showing that you can communicate clearly and effectively, that you respect their time, that you have a process and that you understand how sponsorship works.

So it really works in your favour to challenge yourself to keep that short. Two or three paragraphs at the most.


So, when you’re writing it, think about who you’re writing it for and it will help you choose the language that you use. Be true to yourself but also respect the person that’s receiving the email. Now maybe they are a very formal traditional company, so you’re gonna need to take that “Dear Mr. Peterson, it is with great honour that I present my proposal for your consideration…” approach.

How To Write An Athlete Sponsorship Letter

Every Athlete Needs To Know This

Or, they might be someone that you’ve spoken to before and you understand that they’re pretty easy going. But this is still a business conversation, so you need to be respectful. So you can go from being very formal to being friendly. That might be, “Dear Mr. Peterson, thanks so much for taking the time to have a look at my proposal, I’m so excited, I can’t wait to hear back from you. P.S. I hope you love the picture of me summiting Mount Everest. It was the most amazing moment in my life… etc.”

While I haven’t actually summited Everest, I reckon if you’ve done something like that it would be good to throw it in.

What you’re doing is enticing the person to then look at your proposal (find out how to create awesome proposals here) , but you’re not giving it all away.

Now the other way you could do it, we’ve talked about formal, we’ve talked about friendly. What about fun? If you’ve got something creative, if you got that kind of personality, you’re a bit fun, use it! Because you’re showcasing yourself.


To give you an insight, one of the coolest sponsorship cover letters I ever saw, was one that was from an ultra-runner. They get pretty dirty out there on the trails! The email basically said: “Hey I’m an ultra-dirty ultra-runner, can your ultra-washing powder keep me clean on the trails?”. And I’m pretty sure they ended up with sponsorship. So try to judge what the right approach is for you, keep it short and simple.

And remember the purpose of a sponsorship letter is just to introduce the proposal.

So, take the time, do it right, and in our experience, amazing things will happen for you! Sponsorship is all about connecting with opportunity. There are abundant opportunities all around you! So now you just need to connect with them in the right way!

Seems like many athletes struggle getting started, so we have created an incredible resource for you! The Sponsorship Fast Track Pack has everything you need to get your first sponsorship (or increase the sponsors you already have!).

Vickie Saunders

Vickie is the world's leading expert on commercial relationships for individuals, businesses and sports organisations.