HOW TO GET SPONSORED IN 2025
By William Stolk
There was a time when getting sponsored was simple. You rode hard, stacked clips, maybe won a comp, and brands came knocking. I lived that life for a long stretch as a pro skier — the travel, the film trips, the stickers on the board, the wild nights. I had a lot of sponsors over the years. But let’s be honest — that era’s gone.
In 2025, skill alone won’t cut it. You can be the cleanest rider on the hill, the smoothest surfer in the lineup, or the most stylish skater at the park — but if no one’s watching, no one cares. The game’s changed. It’s not just about what you can do, it’s about who’s paying attention when you do it.
Welcome to the attention economy.
THE LANDSCAPE
Action sports used to be a niche with a golden ticket — small scenes, big checks, and an industry that actually supported its riders. Now the whole thing’s flipped.
“The level’s never been higher — but the money’s never been lower.”
Kids half your age are doing tricks that were enders a decade ago. More people than ever are skating, surfing, snowboarding, skiing, sending it. The stoke’s alive — but the money? Not so much.
Unless you’re in that top two to five percent, the big paydays have dried up. Companies folded, budgets shrank, and the mid-tier pro class — the “working-class athletes” — got squeezed out. It’s not that the dream’s dead; it’s just evolved.
THE NEW BLUEPRINT
Brands still want talent. But they also want reach. They want your story, your vibe, your content — your value.
“You’re not just repping a logo — you’re running a brand: you.”
It’s not about begging for a free board anymore. It’s about proving you’re a walking, talking, shredding marketing machine. You’re not just riding for a brand — you’re adding value to it.
So if you’re trying to break in, here’s the 2025 playbook:
1. Build your brand.
Figure out who the hell you are and what you stand for. Are you the park rat? The soul surfer? The mountain ghost? Your identity is your currency. Be authentic — but make it distinct.
2. Film everything.
The modern edit is your portfolio. Document your lines, your trips, your fails, your wins. Don’t overthink production — just be real. A raw clip that hits TikTok at the right time can move the needle faster than a polished video part that took all season.
3. Treat social like a job.
Engagement matters. Post with purpose. Reply. Collaborate. Keep your name floating through feeds. The algorithms may be soulless, but they feed careers now.
4. Pitch like a pro.
If you’re serious, build a sponsorship deck. Include your stats — reach, engagement, audience breakdown, demographics, even your average post views. (Yeah, it’s corporate, but it works.) Make it easy for a brand to see why investing in you makes sense.
5. Don’t sell your soul for a sticker.
Not every deal’s worth it. Some brands will throw you free product just to use your name. Know your worth. You don’t have to take every offer. Long-term credibility is worth more than short-term hype.
“Clout fades fast. Integrity lasts.”
THE NEW MONEY GAME
Let’s talk cash.
The mid-level sponsorship checks of the 2000s? Gone. These days, the deals are built on conversions, not contests. Affiliate links, discount codes, deliverables, posts per month — that’s the new structure. You’re not getting paid to ride; you’re getting paid to perform online.
“You’re not chasing sponsors anymore — you’re chasing engagement.”
But the flip side is power. You don’t have to wait for a company to find you anymore. You can build your own brand, your own following, your own merch line. You can flip the model completely.
It’s not about fitting into someone else’s image — it’s about building your own.
WHAT BRANDS ARE LOOKING FOR
Even the legacy surf and skate companies will tell you the same thing now:
They want athletes who can ride, talk, and connect. Personality is the new sponsor tape.
As SurferToday puts it, being “easy to work with” and having a “story people care about” is as valuable as your trick list.
The Visme sponsorship guides say the same thing — brands want measurable exposure and audience crossover. They’re not giving handouts; they’re making business decisions.
“Tricks get attention. Stories build careers.”
If you want to get paid, show them how you move the needle.
KEEP THE FIRE
Don’t let all the metrics fool you. The reason any of us started riding in the first place wasn’t for followers — it was for the feeling. The flow. The moment when it’s just you, gravity, and instinct. That part still matters.
But if you want to make a career out of it now, you’ve got to play the modern game. It’s not selling out — it’s staying in.
“The hustle doesn’t kill the passion — it fuels it.”
So ride hard. Film it. Share it. Build it. And when a brand comes calling, you won’t just be another athlete chasing a deal — you’ll be a partner they can’t afford to ignore.
The Author of this article Will Stolk getting after it in the mean streets of Whistler, BC, Canada 2015 ish.