ProRodeo Sports News - January 26, 2018

Riding Brand FORTHE

Seven-time world champion Clay O’Brien Cooper’s rookie year was in 1979. By the time he hit the 1994 NFR (pictured above) he’d picked up many sponsors and continues to do so. PRCA ProRodeo file photo by Mike Copeman Actions inside, outside the arena impact sponsorship BY MATT NABER S uccess spurs success in ProRodeo as one sponsorship can open doors to more – but, where to start? There’s no application process or “wanted ads” seeking rodeo cowboys to sponsor. One sponsor catches the eye of another, said Isaac Diaz, a five-time qualifier to the Wrangler National Finals Rodeo presented by Polaris RANGER. “If Wrangler thinks enough of you to put their logo on you, it will draw other sponsors,” Diaz said. Tim Bingham, a three-time WNFR cowboy, was no stranger to rodeo

success when his bull riding career blew up in 2014 and he picked up Nocona as a sponsor. In 2013, he won $15,383 but he grabbed the eyes of his future sponsors the following year when he raked in $119,490. “I just lucked out and had a breakout year when they were looking for a bull rider,” Bingham said. “I jumped on that right away.” Success definitely draws sponsors’ attention. “I wouldn’t dream of finding someone who hadn’t been around a little bit,” Feller said. “They’re the face of your brand in the public’s eye, so you have to be protective of that.” It’s not just high scores and fast times that catch the eye of potential sponsors. Having a good reputation by being friendly with the fans and fellow competitors is just as important. Basically, sponsorships are more likely for cowboys who are a good athlete and a good person – a role model. “Always remember there are people watching you wherever you go out in public,” Diaz said. “I’ve gotten sponsors just by being approachable and polite to people and taking the time to talk to people instead of getting aggravated with people and staying to yourself. If you think you’re someone that someone should sponsor, then you should act like that. Being approachable is a huge thing. Sponsors don’t want their name on someone

“It’s a very subjective thing,” said Tom Feller, director of event marketing, Justin Brands Inc. “It has to do with accomplishments, but the heaviest weight lays on personality. That encompasses everything from participation in social media, to their ability to communicate about themselves and their sport and sponsors.” Sponsorships can start as young as middle school or high school. That early start can be an advantage once a ProRodeo career launches. “Kids or young people come in asking about how to get sponsorships and I tell them, ‘If you work hard and climb the ladder of success and start doing good and winning some major competitions, then that notoriety opens the doors to get sponsorships,’” said seven-time world champion and ProRodeo Hall of Famer Clay O’Brien Cooper. “Without that, it’s pretty hard to get sponsored.” Feller echoed that sentiment. “I think any time you are sponsored, especially if it’s a major PRCA or Western lifestyle sponsor, that opens the door for more,” Feller said. “There’s any number of guys we were the first or second to sponsor who now have multiple sponsorships, and we like to think it’s because our logo brings credibility to them.”

ProRodeo Sports News 1/26/18

ProRodeo.com

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