Sponsership for Elite Fisherman

Question
Hi,
I came across this site in an effort to find any useful information for a very dear friend of mine who is blessed enough to be able to call himself a Bassmasters Elite Series Angler. His Rookie year was last year and considering he made it to qualify as an Elite angler and considering his previous accomplishments as an up and coming professional bass fisherman it appeared that he would finally be at a level where his winnings and sponsorship funds would allow him to continue to fish. Unfortunately, he had a couple of good tournaments but as with the nature of fishing, he had some unexpected roadblocks/set backs/bad luck experiences while fishing on tour last year and though he had full sponsorship that paid all of his expenses last year, with the economy and fact that he had some set backs on tour last year, he lost some of his KEY financial sponsorship. As you know, pro fishing, especially at this level is very expensive.  This particular friend of mine made it back on tour this year..for the 2009 Elite Series..but his financial funds are not there. In order to continue this dream and to become one of the top fisherman in the world (and I have complete faith that he has the skills to do so) he needs financial backing and soon.  Do you have any advice on how to get sponsorship at this level, or do you know anyone who might be interested in backing an Elite Series Angler?

Answer
Hi Pamela, and thanks for your question.
Obtaining sponsorship is not easy. When we first start we must all overcome our natural shyness about asking for other people's money, and then later, after we've perhaps gotten good at that, we need to learn how to get other people's money without immediately and directly asking them for it.
Your friend could well be the world's best fisherman, and I hope he is, but in the beginning stages of his professional career no one is knocking on his door offering fists full of money. He is very unlikely to get any cash from any company with a recognized name in the fishing industry at this point in his career. He may get some product from the big name guys, but even then it won't happen without a lot of work to prove his worth to them.
He is far more likely to get some money from a company, or multiple companies, who are not yet involved in advertising to the fishing world and its fans, and maybe doesn't even know they should be! This is how your friend needs to think. He needs to market himself, and his abilities as a spokesman for those companies. He must show them how he can make them money by advertising for them. This approach is, after all, what made NASCAR what it is today. Look at the cars in a big NASCAR race, how many are emblazoned with the names of companies that have nothing at all to do with the automotive world? In order to do this successfully your friend needs to be, or learn to be, well spoken, well dressed, well written (it helps to have had some articles published, even in the local newspaper), neat, clean, friendly and professional. If he isn't all of these he's limiting himself tremendously and may never achieve the sponsorships necessary to have a professional fishing career.
I'd suggest also that you do a Google search for articles about obtaining sponsorships. There are many points that I didn't mention here I'm sure that he should be aware of, as well as companies who can be hired as agents to promote him to potential sponsors. I do think this can help, though there's a lot to be said for learning how to promote yourself when you're trying to be a promoter for someone who's money you're seeking.