Is running your passion? Do you enjoy the exhilaration of racing competitively? Would you love to get discounts or free samples of products you love? If you said yes to all the above, consider becoming a brand ambassador.
Most female athletes don’t know they’re qualified to get sponsored in their next race. Once upon a time, a runner needed to have an elite status with a “pro card,” or at least qualify with fast times at exclusive races. But over the last decade, the media has completely changed the ways of traditional brand sponsorships. Everyday athletes, even those who aren’t particularly fast, are increasingly getting in on the act. They’re representing prestigious brands and, in turn, receiving valuable perks such as free race entries, product discounts and freebies, and sometimes even cash.
What’s required to be an ambassador? Can you really be a back-of-the-pack run/walker or even a mud runner? The truth is you can! Here are several ways to put yourself in the running to represent the brand of your choice. And by the way, if your athleticism extends beyond running, keep in mind that brands also sponsor surfers, cyclists, triathletes and all sorts of competitors.
1. Network, network, network. A brand wants to use your ability to reach people as a both a role model and a spokeswoman for their product, so having a wide social network gives you an edge. Coaches, trainers and other people who already work in the fitness field have an advantage if they already have a large audience of fitness enthusiasts. Membership in training groups and clubs is also a great way to increase your network size. Meetup.com has plenty of options to get you started.
2. Leverage social media If your competitive edge is not on the field, no worries—you can reap rewards if you have a strong online following. Competitive companies will typically ask you for your Facebook stats (number of friends, posting frequency, number of log-ins per day), as well as your activity on Twitter, Instagram, and even LinkedIn. Having a personal blog that is regularly updated is another great tool (even if your only follower is your mother-in-law), because it shows your passion for fitness and hopefully an engaging personality.
3. Partner with a solid brand. Not every brand gives their ambassadors the royal treatment. Many companies, including Swirlgear and Fusion, will simply offer you product discounts as a way to turn you into a customer, which is enough of a lure as long as you love the brand. SKORA actually makes you go through a trial period on their Team in Training in order to score free product. Not surprisingly, the teams with more perks tend to be more competitive, while on the other hand there are some teams that will accept virtually everyone who applies. But even a team that just offers a discount code can be a great partner for a runner who regularly uses a brand. Also keep in mind that some brands who don’t run official ambassador programs may still be open to sponsorship opportunities (I helped one friend develop a relationship with Muscle Milk this way). It never hurts to ask.
4. Know your obligations. As the level of reimbursement from companies varies, so do the expectations they have of you. Almost all companies request that you are sponsored by no competing brands. If they provide gear, they expect you to wear it. Some companies such as Timex request that you use no identifiable products outside their own (but they reward you with a couple thousand dollars to compensate). Most Active Ambassador sponsorships expect photos and recap reports from at least six races and three sampling opportunities where you are requested to distribute samples or coupons for product and discuss product with a large audience. Storage space can also be a big factor here (any takers on 200 lbs of Snickers Marathon bars?) Local companies like running stores often want volunteer hours. Other brands want involvement in chats on twitter. Some just want you to place top in your age group or to win races. Some only care about placement in a couple high profile races. Team Hammer expects a picture of you on the podium wearing their gear with your hands in the air taken by a high definition camera.
5. Follow through. Some brands will ensure that you perform by giving promotions throughout the program, which normally runs between 6 months to a year. For example, to promote compliance, Team Miller Genuine Draft 64 Calories provided me with Visa gift cards, which I was required to use to purchase their product at bars or supermarkets, to distribute to interested consumers. During my first year on the team, I inadvertently violated my contract when I threw away all my receipts for MGD 64 that I had purchased with the gift cards. I didn’t get in trouble, but sometimes a violation can result in not making the team next year.
All that said, being a brand ambassador has been a lot of fun for me. It’s enabled me to meet people I would have never met before and come in contact with products I would now have a hard time living without.
—A brand ambassador since 2006, Katherine Timlin has been on teams including Island Boost, X-1 Audio, Vega Total Nutrition, Aquaphor Healing Ointment, Snickers Marathon Bars, and Miller Genuine Draft 64 Calories.
