The Athlete’s Sponsorship Playbook - Part 1.

Episode: #017.

Richard Thompson.

Industry Expert: Sponsorships

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Part 1: The Athlete’s Sponsorship Playbook

Welcome to Part 1 of The Athlete’s Sponsorship Playbook — a masterclass in mindset, storytelling, and building a career in sport through sponsorship.

In this episode, Richard Thompson shares his remarkable journey from placing last in his first triathlon to becoming a two-time Ultraman World Champion, and how he turned a niche, non-paid sport into a fully funded career.

We explore the foundations every athlete needs to understand before approaching sponsors — from defining your goals and calculating your true costs, to crafting a unique story that stands out in a crowded field.

Whether you’re an athlete, coach, parent, or sports professional, this episode will give you a new way of thinking about value, relationships, and the business side of sport.

🎧 In This Episode (Part 1):
- Richard’s journey from last-place triathlon beginner to Ultraman world champion
- What makes niche sports a hidden advantage
- How to turn a non-paid sport into a sustainable career
- The mindset shift from “athlete thinking” to “business thinking”
- How to define your goals and reverse-engineer your true costs
- Why your personal story is your most powerful sponsorship asset
- The truth about social media and why follower count isn’t everything
- Building a “moat” that sets you apart from other athletes

Stream Episode. 32:11mins.