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Sponsorships for

Action Sports Athletes

By Keith Deutsch

Table of Contents

Introduction .................................................. 1

Chapter 1: The Easiest Entry Point – Proform Sponsorships .................................................. 3
Mindset: Fake It Till You Make It .................................................. 5
Chapter 2: How to Land Your First Real Sponsor .................................................. 7
Chapter 3: Building a Media Kit and Athlete Resume That Works .................................................. 10
Chapter 4: How to Keep a Sponsor (and Get Bigger Ones) .................................................. 13
Chapter 5: How to Get Media Exposure Without a PR Team .................................................. 16
Chapter 6: Navigating Ego, Expectations, and Burnout .................................................. 19
Chapter 7: Crafting a Season Plan That Attracts Sponsors .................................................. 22
Chapter 8: From Athlete to Brand – Long-Term Career Strategies .................................................. 25
Chapter 9: Negotiating Contracts and Sponsorship Deals Like a Pro .................................................. 28
Chapter 10: What to Do When the Sponsorship Ends (or Never Comes) .................................................. 31
Final Chapter: The Real Reason You Ride .................................................. 34
Poem: “Above the Clouds” .................................................. 36
Appendix: Tools & Templates .................................................. 38

Chapter 1

The Easiest Entry Point – Proform Sponsorships

The fastest way into the sponsorship world is through Proform deals. These are discounted products made available to industry insiders, athletes, coaches, and professionals.

Who qualifies?
- Athletes with USSA, USASA, or FIS cards. (Talent)
- Employees at ski shops or bike shops. (Industry Professionals)
- Retired racers, instructors, and staffers with event credentials. (Coaches)

What are the benefits?
- Access to top-tier gear at 30–60% off.
- Builds your professional credibility.
- Gets you in touch with brand reps.

How to apply:
- Find brand portals (e.g., Never Summer, Smith Optics, Dakine).
- Submit proof of eligibility (license or pay stub).
- Don’t lie—brands talk, and integrity matters.

Real Talk:
My first Proform was with Never Summer. I thought I hit the jackpot. I still remember getting the email saying I was “approved.” I told everyone. Didn’t matter that it was just a discount, and the only thing required was my pay stub—I was IN. That psychological win made me hustle harder.

Pro Tips:
- Always say thank you.
- Share photos of their gear in action.
- Tag the brand on social media.
- Treat it like a relationship—even if it's just a discount, it’s still the start of your resume.

Mindset: Fake It Till You Make It

I wasn’t born sponsored, I was born during an earthquake under a thunder storm. I grew up awkward, broke, and stubborn as heck.

“Fake it till you make it” isn’t about lying. It’s about stepping into who you’re becoming. Its about dressing for the job you want not the job you have.

- At events, act like you belong.
- Treat every brand rep like a future teammate.
- Post with confidence—don’t wait for permission.

- Watch the people who win in sports and in life then act like those people.

When I traveled with international teams, I acted like I was already one of them. It worked. I made friends everywhere—except sometimes on the U.S. team, where my brain injury was often seen as arrogance. It was a complicated ethical situation that I navigated with the grace and accuracy of a chainsaw.

Still, it opened more doors than it closed.

Fake it—but then make it.

Chapter 2:

How to Land Your First Real Sponsor

Visit... www.KeithDeutsch.com

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