Sue Izzo: 5 Tips For Anybody Hoping To Turn Pro
Sue Izzo: 5 Tips For Anybody Hoping To Turn Pro
This week: action sports agent Sue Izzo, who steered the careers of Keir Dillon and Danny Davis, breaks down the five thing any frother hoping to turn pro needs to know.
“How do I get sponsored?” is the second most popular question sports agents get asked. The first usually has to do with something related to the movie Jerry McGuire and hearing the phrase “Show me the money,” for the umpteenth million time. So let’s break down the five things you’ll need if you want to earn sponsorship with a brand.
1. Talent and passion
Some people are born with innate awe-inspiring athletic ability that simply oozes out of every pore, no matter what sport they play. And others must work incredibly hard to hone their skills and cultivate their talent in their respective sport. Either way, you need to have talent and a deep love and passion for your activity, because you will be spending A LOT of time doing it.
Whether you’re a competition kid or somebody looking for a different route through the industry, the bottom line is that you need to have a certain level of talent, skills, style and results (whether contest or media) to get the attention of sponsors. This is none-negotiable.
2. Your personal brand and values
You may have heard of people taking about this personal brand thing. No, it is not just for Tik Tok influencers. Your personal brand represents what you want to be known for, and the associations people make when they hear your name.
Are you punk? An environmentalist? A hippie? Artsy? Your personal brand and values convey who you are and what you are passionate about. This is your personal story, and it can’t be manufactured. It is the walk you walk, the way you share it with the world, and the way future fans will relate to you.
Sponsors pay attention to this when considering you for partnerships. It is important that your brand values align with theirs. You are not going to see someone who endorses Hummer vehicles get a sponsorship from Patagonia. But you will see someone who is an original, into music and art and a bit punk get sponsored by Volcom. If you want to forge a relationship with a brand, personalities and values need to align.
3. Work ethic
I cannot stress enough the importance of a solid work ethic. Your work ethic is what will separate you from your competition, and will be the reason a sponsor keeps you on their program long after you stop achieving podium places.
And your work ethic doesn’t just relate to your activity of choice. It means evolving your skills, developing your talent, building your body for your sport, overcoming losses and injuries. You will also need to work at building and nurturing your relationships in the sports industry, understand how to add value to your sponsors outside your results; and manage a hectic schedule of photoshoots, appearances, practice, and competitions.
I have seen sooooooo many athletes get LAZY once they sign their big deal. They rest on their past and current achievements and then - BOOM! - before they know it, some 14-year kid schools them at a major event.
So always be hungry, have a growth mindset that keeps you evolving and never stop working hard.
4. Communication and relationship skills
Sponsors love athletes who have good communication skills. And this is not just about picking up the phone when they call you, but also about being personable, and able to engage in conversation with people in the company, as well as fans and media. The experience people have when interacting with you is important to sponsors, so take the time to hone those communication skills. Sponsors want to know you are as comfortable talking to the company CEO as you are the little kid who wants your autograph at the skatepark.
They value athletes that take the time to cultivate relationships with their sponsors, fans, media and community. So when it comes to looking to get sponsored, don’t be shy about introducing yourself to team managers at events or reaching out to them on social media. Tell them why you are stoked on their brand and explain what you can bring to the table as a part of their team.
5. Social media presence and awareness
Social media is the new athlete pitch deck or ‘sponsor me’ video. Everyone has a presence on social media. The question you need to ask yourself is: what does yours say about you? Brands love athletes who have a loyal social following and use their platforms in a positive manner. Which means showcasing their skills, their (ahem) personal brand and their actual lifestyle. And if you rock a certain brand and use their products, post about it and tag them. Every sponsor will require a certain amount of social posts and engagement with your social media, so get used it.
But social media is a double edged sword as it can be used for good or evil.
So don’t post dumb shit. I PROMISE, it will come back to haunt you. Old posts resurface when you least expect them to, especially because once get any type of profile, sponsors (and the public) will do their due diligence to make sure you are who you say you are. So if you don’t want to be known for it, don’t post it. Or let your friends post it. And be aware of a stranger who may post it. The solution is really just try not to do dumb shit in general. Problem solved.
Sue and previous LS podcast guest Circe Wallace have teamed up and created The Sports Management Mastermind Intensive, a live (via Zoom) 4-week 90-minute class starting on Tuesday October 26th. Find out more here