Blanco, who started her agency, Strong Sports Management, in 2017 after a spell working for a sports marketing agency, agrees with Astle that the sponsorship landscape differs greatly between long-course and short-course racing.
“In the short-course world, it’s much more about race results,” she explains. “If you’re not on the podium, brands aren’t really interested. Whereas in long-course, it’s a much bigger picture. It’s about your personal story, your journey, and your results. You might not have a podium finish but if you’ve got a great story, brands are interested.”
That’s not to say that sponsorship is easy for short-course racers. Blanco says the amount of money on offer at the top end of the sport is not as high as in long-course racing, but “if you’re a consistent podium athlete, you can make a really good living.”
“It’s about being smart with your money,” Blanco continues. “Don’t just rely on prize money, have multiple revenue streams, and be willing to hustle. Do speaking engagements, coaching, social media partnerships, anything that can bring in money. And having a good agent or manager can help you navigate those opportunities.”
So, can you make a living from endorsements in professional triathlon? The answer seems to be a resounding yes, but it’s not easy. It requires talent, hard work, business acumen, and sometimes a bit of luck. And whether or not you choose to have an agent, build relationships directly with brands, or take a different approach, one thing is clear – in the competitive world of professional triathlon, sponsorship can make all the difference.
Some athletes may have flashy sponsorships and big social media followings, but that doesn’t necessarily translate to success on the race course. It’s important for athletes to focus on their performance and what works best for them, whether that means investing time in social media or prioritizing training and racing.
Ultimately, sponsorship opportunities are a mix of performance, social media presence, and personal branding. Finding the right balance is key for athletes looking to maximize their earning potential and support themselves in their triathlon careers.
“Ultimately, it’s about finding the right balance between financial support and personal integrity,” Blanco concludes. “Athletes need to be true to themselves and their values while also understanding the business side of the sport. It’s a delicate dance, but when done right, it can lead to long-lasting and mutually beneficial partnerships.”
Por último, es importante entender que al comienzo de tu carrera y al trabajar con marcas, necesitas superar las expectativas.
“Un mentor mío, que gestionaba a algunos de los atletas más grandes de todos los tiempos en tenis, golf y automovilismo, me dijo: ‘Solía decirles a mis atletas, cuando firmamos un acuerdo de patrocinio para ti, ahí es cuando realmente comienza el trabajo, queremos brindar un servicio excepcional a la marca para que, al momento de renovar el contrato, ¡quieran pagarte el doble!’”