The Epic Guide

Cape Epic Plan Train Ride Finish

Cape Epic Guide Planning Training Riding Finishing Team BBB


Mountain Bike Lifestyle
Multi Day Stage Races
Why do the Epic
Choosing a Partner
The Real Cost
Getting Sponsorship 

Other Cape Epic Resources

Mountain Bike Tours in South Africa


How to Find Sponsorship


The Cape Epic is a major event with great publicity and massive coverage in all forms of media. Thousands of people participate, work and watch the Epic every year. Add to that the promise of an Epic adventure with tales of suffering, endurance, courage, disappointment and victory and you have the makings of a world class drama. Sponsorship is a two way street where both parties are looking to benefit. For the winners it is a bit easier to get sponsorship because all they have to do is look good, hang around the front of the race and try to get onto the podium. But just because you are not a podium potential doesn’t mean that you must give up. You just need to be a bit more creative and look for an angle that will work.

Your starting point is to think of what it is that you will give the sponsor. They will appreciate you approaching them with that attitude, rather than the bent knee folded hands attitude that they get from everyone else.

First you need to decide who would be potential sponsors. You need to think of people who you know and could approach. They would be in senior positions, preferably with an interest in cycling like MDs, or marketing, advertising or sales executives. Think of companies that would benefit from and fit in with the average endurance cycling crowd. Look at which products and companies are advertised in your favourite cycling magazine.

Secondly you need to consider what it is that you can offer to this sponsor and how and what marketing medium you can access. There are many many ways to get exposure and market your sponsors brand to the market. Once again think about who you know and what you have access to, advertising is no longer just TV, radio and print. It could be clubs, e-mail, newsletters, schools, varsity, internet, newspapers, magazines, referrals, sales leads etc. We are living in very different and changing times. Technology is enabling all sorts of new marketing media, ever heard of facebook & myspace, youtube, social bookmarking? Well some progressive companies have, and they are reaping the rewards, those that have not need help. So think about all the different aspects that you can use and how they will work together. Try to quantify this to show how much value you will be creating for the sponsor.

Thirdly you need to decide what you want out of this deal. You need to be specific and bold in what you ask for. Rather ask for too much than too little, because if they cut a large pie in half you will still have more than if it was a small pie cut in half. So think about exactly what you need .

Lastly put it all together in a neat clean and concise presentation. It is best if you can make contact with people and present in person. That way you become real and they can feel and see the excitement of what they will be sponsoring.

As I write this our current sponsorship has come to an end, shock and horrors and our first instinct is, oh no it was all too good to be true. But that’s the trap of, I am a nobody and nobody will sponsor me, instead think of who you are, who you know and what you can do for them. Luckily we had anticipated this and run a couple of scenarios, and lined up some backup plans. With our previous experience and contacts we were soon working on a new plan. Combined with the right place at the right time and we were back in business with the promise of a new sponsor with new opportunities.

Why sponsor a bunch of average guys, well here it is from the horses mouth. From the Blog of Brandon Els, Probike MD, “Podium positions are important for sponsors, but let’s face it, the top riders are there to be brand ambassadors predominantly to the media and their talent and commitment puts them in a position where they do not have to pay for their bikes and gear.

However, some progressive thinking sponsors are seeing the benefits of spreading their brand beyond the podium contenders and infiltrating the middle of the racing pack – the commercial sweet-spot where numbers are bigger and race experiences are virtually guaranteed to be repeated at weekend ‘braai’ banter. And what better for a cycling brand’s credibility than to be praised far away from the race environment, where peer recommendations undoubtedly carry more weight than advertising.”

So if you are really serious about your riding, passionate about mountain biking and willing put some time and effort in. Then get out there and work those contacts, because companies want to advertise and market their products and you can help them do that.

Team Subaru Sponsorship
Team BBB Sponsorship





Mountain Bike Tours in South Africa - LIVE2RIDE