The Athlete’s Sponsorship Playbook - Part 2.

Episode: #018.

Richard Thompson.

Industry Expert: Sponsorships

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Part 2: The Athlete’s Sponsorship Playbook

Welcome to Part 2 of The Athlete’s Sponsorship Playbook — the practical guide to how athletes can secure meaningful sponsorships and build partnerships that last.

In Part 1, Richard Thompson shared the foundations: his rise from finishing last in his first triathlon to becoming a two-time Ultraman World Champion, the mindset athletes need before approaching sponsors, and how to understand and articulate your value.

In Part 2, we move from mindset to execution. Richard breaks down how athletes can avoid the most common sponsorship mistakes, get in front of real decision makers, approach the right businesses, and build long-term partnerships that deliver genuine value.

In This Episode:

• The most common mistakes athletes make when seeking sponsorship
• How to get in the room with real decision makers
• How to identify the right businesses to approach
• How to create win–win partnerships that deliver real value
• What it takes to build long-term sponsor relationships that grow with you
• Why storytelling, transparency, and value creation matter more than follower count

Stream Episode. 28:38mins.