How Sponsors' Deals Have To Work For All

RIDERS and companies have been reminded that sponsorship is business and should be treated as a working relationship.

- Rachael Turner

Canadian para dressage rider Bert Sheffed spoke at the BETA Conference on 30 October.

“Without my sponsors I could not do my job,” she said. “I take sponsorship really seriously, it is absolutely business.”

Bert said there are many different levels of sponsorship, the most common is product-based.

For her this comes from small to medium-sized businesses, rather than “massive guns”.

“They’re not as interested in smaller riders; I’m not at that top flight of publicity, the Carls and Charlottes of the world,” she said.