How do you get sponsored as an athlete?

Most athletes who want a sponsor start by pitching brands. Two of the sponsored athletes here say that rarely works.

A pro skateboarder, a pro ultrarunner, a pro cyclist, and a pro basketball player describe how their deals came about.

Their answers cover results, public presence, and what brands look for.

Who you should listen to

Four sponsored athletes in skateboarding, ultrarunning, cycling, and basketball. Grant Barnette's answer is the most practical about approaching brands.

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  Julian Christianson · Pro skateboarder, 29 years on a board

  Listen for: Getting noticed through contests and filming.

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  Grant Barnette · Professional ultrarunner, Craft Elite Run Team

  Listen for: Putting your record in front of brands.

• 

  Elijah Bryant · Hapoel Tel Aviv guard, formerly Milwaukee Bucks

  Listen for: Why an audience that trusts you matters.

• 

  Ali Tetrick · Professional cyclist and former NCAA tennis player

  Listen for: Building a presence brands want to be part of.

What do sponsored athletes say about landing sponsors?

Julian Christianson

Pro skateboarder, 29 years on a board

Pro skateboarder

Why themDenver street skater, globally ranked on theboardr.com, with 29 years on a board.

Julian’s advice: Make yourself impossible to ignore by doing the work in public, consistently.

“Sponsorships came for me after I put in the years of skating contests, filming parts, and showing up at spots like Tampa Pro and SLS Downtown LA, not from chasing brands first. I’d tell any athlete to make yourself impossible to ignore by doing the work in public, consistently, and the right people notice.”

Go deeper with Julian

Grant Barnette

Professional ultrarunner, Craft Elite Run Team

Pro ultrarunner

Why themUltrarunner on the Craft Sportswear Elite Run Team who hiked the Appalachian Trail.

Grant’s advice: Chase results first, then show companies your record.

“I didn't chase brands early on; I chased results and let those speak. When I went free agent in 2024, I put my race resume on runwithgrant.com and told companies straight up that I could balance performance with personality. Craft and Pit Viper came because I had something to show, not because I asked nicely.”

Go deeper with Grant

Elijah Bryant

Hapoel Tel Aviv guard, formerly Milwaukee Bucks

Former Milwaukee Buck

Why themPlays for Hapoel Tel Aviv after time with the Milwaukee Bucks, and shares his drills on YouTube.

Elijah’s advice: Sponsors want an athlete whose audience trusts them; build a brand around your real life.

“Sponsorships came to me because I built a brand around my actual life, not just highlights. Teams and sponsors want someone whose audience trusts them, so I treated social media like a job interview long before the deals showed up.”

Go deeper with Elijah

Ali Tetrick

Professional cyclist and former NCAA tennis player

Pro cyclist

Why themRaised on a California ranch, she went from triathlon and NCAA tennis to professional cycling.

Ali’s advice: Build presence and results that make a brand want to be associated with you.

“I never sat around waiting for a sponsor to notice me; I built the kind of presence and results that made a brand want to be associated with what I was doing, and that meant showing up when no one was obligated to care.”

Go deeper with Ali

Everyone’s advice at a glance

How to get sponsored as an athlete, step by step

1. 1

   Chase results first. Grant Barnette and Julian Christianson both say results came before any deal.

2. 2

   Do the work in public. Julian Christianson filmed parts and entered contests, and Elijah Bryant treated social media like a job interview.

3. 3

   Show brands your record. Grant Barnette put his race resume on his own website when he became a free agent.

4. 4

   Build trust with an audience. Elijah Bryant says sponsors want an athlete whose audience trusts them.