A good pitch can be forwarded without an explanation. Within a few lines, the reader should know why you chose their brand, what you are proposing and what you need from them.
What the first email needs
Start with a specific connection, such as a product you use or an event where you encountered the brand. Name your discipline and your next project. Describe the proposed format, the period it covers and the support you are asking for.
Give audience figures a denominator and a timeframe. An average across your last six relevant posts tells the reader more than a number on its own. Use figures you can substantiate.
A template to adapt
Subject: Partnership idea for my next race
Hello,
I’m getting in touch because your kit fits my next race project. I’d like to share how I use it in a short series for the people who follow my training.
My proposal is a preparation series followed by a post-race review. I’m looking for equipment support and can share my athlete profile and two examples of previous work.
Would this fit your plans for the season? If so, I’d be happy to talk through the idea on a short call.
Best wishes
Before sending, name the product and race, specify the number of pieces and dates, and add your name and relevant links.
What a specific offer sounds like
A trail runner might propose a four-week kit trial with a video on selection, a short training update and a review after the race. She identifies the equipment she needs and links to a previous test. The brand can judge the scope, subject and timing at a glance.
Follow up with something worth reading
If you hear nothing, send one follow-up in the same thread and add useful information, such as a confirmed date or a relevant new example. Keep an athlete sponsorship deck ready for a request for detail. Our guide to finding a sponsor covers choosing whom to approach.
Cover photo: Marc Kleen / Unsplash
