Changing or Leaving Sponsors
A guide on how and when to change or leave sponsors without burning bridges
As awesome as it is getting sponsored, things might not always workout long term. Sometimes you need to leave a sponsor even when there isn’t another offer, other times, you’re leaving a sponsor FOR another offer.
The hard thing is knowing when this time is right, and how to go about it without burning bridges. There are plenty of stories of riders not telling their Team Manager and just suddenly using another brand, and vice versa where the Brand doesn’t communicate with the rider and just stops sending cheques. It sucks, it happens, but let’s look at how to avoid it.
We’ll cover 2 points in this article. Knowing when to leave or change sponsors, and doing so whilst staying on good terms.
Should You Stay or Should You Go?
The first thing to understand when considering leaving or changing sponsors is that it’s fine. It’s ok to leave a sponsor when things aren’t working out.
Signs that you should leave
You have a better offer on the table - This is the clearest indicator and easiest decision. You’re on a small company and a bigger and better company offers to sponsor you. So providing you see a future with them (read this first) then it makes sense. Say yes.
You don’t like the product - Maybe you never truly liked the product, maybe your tastes have changed, or maybe even the product has changed. These things happen and it’s not rude or ungrateful to acknowledge they have happened. If you’re no longer loving the product you’re representing, it’s time to move on.
You don’t click with the team - We don’t all get on with everyone else, that’s fine. You’ll find some teams you ride for you feel part of the family, other times you just don’t click. Location often plays a big part in this as when you don’t live close to the rest of the group it’s hard to get that bond. If there’s another company you’d like to ride for where the team is more a part of your circle, then that can be a smart move. Being around good people is important.
You want to be a free agent/explore other options - Sometimes you just feel you want a bit of a refresh on your brand and want to see what other opportunities might be out there. While it’s totally possible to do that while riding for another brand, some people find it easier to leave a sponsor first and have a clean slate to build from.
”Your ability to communicate is an important tool in your pursuit of your goals, whether it is with your family, your co-workers or your clients and customers.” - Les Brown
Closing the door without burning the bridge
A nice mixed metaphor for this challenge.
If you’ve decided to leave a sponsor you now have the challenge of doing so, without pissing them off.
“The single biggest problem in communication is the illusion that it has taken place.” – George Bernard Shaw
Communication pointers:
Communicate - First and foremost just have a conversation. Speak to your team manager and let them know your plans. Try to give them good notice and don’t ditch them the day before they need an ad or the day they launch a pro model product for you.
Be Honest - Tell them why you’re leaving, you don’t have to say ‘your product sucks!’ but you can, in gentle terms, explain that you need more from your equipment, or your tastes have changed. The old ‘It’s not you, it’s me’.
See it from their view - Understand how they might feel about you leaving, take their feelings and business needs into consideration and try to accomodate them so you can part on good terms.
Be grateful - Say thank you. Acknowledge how much they’ve helped you. Even once you leave the brand, put up a post to say thank you and speak well of them.
Stay in touch - Don’t just forget about them after you leave. Stay in touch, see how they’re doing, if you meet someone who could be a good team rider for them put them in touch. Show you’re still friendly and considerate for them.
Top tips:
Don’t quit via text.
Don’t quit when you’re drunk/high/inebriated.
Don’t quit on a deadline for a project.
If you’re nervous, message and state your intent but say you’d like to chat and say thanks.
Think it through for a few days, don’t quit on an impulse.
Don’t bad-mouth the company after.
Quick Summary of WHEN to quit
You have a better offer on the table
You don’t like the product
You don’t click with the team
You want to be a free agent/explore other options
Quick Summary of HOW to quit
Communicate
Be Honest
See it from their view
Be Grateful
Stay in touch
Next Steps for You
Listen to the audio episode of this article on the ‘Make It Happen’ Podcast for Athletes from ESM.
Additional Resources
Watch
Why Dashawn Jordan Quite SOVRN Skateboard - Nine Club Clips
Listen to Dashawn reasoning, feelings, and process around leaving his skateboard deck sponsor, with no company to move to. Well worth your time to see his process.
Check it out here: https://www.youtube.com/watch?v=KezMX0pV4WQ
Read
Chris Cole on DC Shoes - ESPN Interview
It’s short and sweet, but it gives a little overview into the way Chris Cole spoke about and managed his relationships when he left fallen shows (run by Jamie Thomas) but kept riding for ZERO Skateboards (also run by Jamie Thomas).
Check it out here: https://www.espn.com/action/skateboarding/news/story?page=chris-cole-moves-to-DC
Listen
How To Win Friends and Influence People - Dale Carnegie
A classic book, and one that has all the key lessons for communication and building relationships that will help you thrive. These skills are so important, particularly in action sports where the industry is small.
Check it out here: https://www.audible.com.au/pd/How-to-Win-Friends-Influence-People-Audiobook/B00FEZCXYM?action_code=ASSGB149080119000H&share_location=pdp&shareTest=TestShare