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In Episode 1 of The Stride, NxtStride’s founder JP discusses the motivation behind starting the company and the problems they aim to solve in the world of sports sponsorship. With a focus on emerging and niche sports, JP breaks down why NxtStride exists, how it differs from traditional agency-driven sponsorship models, and the unique challenges faced by athletes in sports that don’t have the same financial support as mainstream ones.
In this episode, JP explores why most athletes outside major team sports struggle to sustain a professional career. Drawing from his own experience as a semi-professional athlete across multiple sports, including American football, climbing, and sled dog racing, JP shares insights into the difficult balancing act these athletes face.
For many athletes in mainstream sports like football, basketball, and ice hockey, the financial path is relatively straightforward. If you perform at a high level, there’s a good chance you’ll receive compensation from your team or organization. You might even get additional income from sponsorship deals that provide a comfortable living and the freedom to focus on your sport full-time.
But this is not the reality for the vast majority of athletes across the world. In niche or emerging sports, whether it’s sled dog racing in Finland or climbing competitions, athletes often struggle to find the support they need to sustain their careers. There is little financial support from local clubs or organizations, and sponsorship deals, if they exist, are often one-time payments that barely make a dent in the cost of competing, let alone covering living expenses.
This leads to a precarious balancing act. Most athletes in these sports need to juggle full-time jobs, families, and their passion for sport. The time and financial strain forces many to choose between dedicating themselves to their sport or pursuing a career outside of it.
NxtStride was born from a desire to bridge the gap between athletes’ financial needs and sustainable sponsorship models. Our goal is to build long-term sponsorship relationships that allow athletes to thrive without sacrificing their personal lives or training time.
Traditional sponsorships are often based on the visibility and star power of an athlete. Brands want to align with the top talent and have them endorse their products to maximize exposure. However, this model doesn’t serve athletes who are still working their way up, those who are regional champions or even aspiring national contenders. These athletes, often at crucial points in their careers, need financial backing and time to train more than ever.
At NxtStride, we’ve developed a sponsorship model based on sustainable income. We focus on creating agreements that provide athletes with regular, long-term financial support. Instead of one-off payments, we secure monthly sponsorship commitments that allow athletes to budget and plan for the future.
The way we structure these deals is different too. We start with a living wage baseline – specific to each athlete’s geography and cost of living. We then add premiums based on their achievements, potential, and the specific needs of their sport. This ensures that our athletes are compensated fairly and can focus on training without the constant worry of how they’ll make ends meet.
Equally important is our commitment to respecting an athlete’s time. Sponsorship agreements often come with deliverables, like appearing at events or creating content for a brand. But these requirements can become overwhelming if not managed properly. We’ve built a mechanism to ensure that the time an athlete spends fulfilling sponsorship obligations is proportionate to the financial support they receive. Our goal is that even if an athlete transitions from a traditional job to relying more on sponsorship income, they won’t find themselves working more hours for the same or less pay.
Our approach is built around outcomes, not just inputs. Traditional sponsorship agreements often measure success by the number of appearances or social media posts an athlete does for a brand. We believe this can be counterproductive. Instead, we focus on agreements that deliver tangible outcomes for the sponsor, whether that’s increased brand visibility, audience engagement, or alignment with a growth story.
This outcome-based approach allows athletes to continue focusing on their sport, rest, and recovery without sacrificing valuable time with family and friends. And for sponsors, it means a more authentic relationship with athletes who are genuinely passionate about their products.
Our goal is to help athletes transition into full-time professional roles through three key stages:
NxtStride’s focus isn’t on securing deals for the biggest athletic stars. Instead, we want to highlight and support athletes on their growth journeys, regardless of where they’re starting. It’s about creating narratives of potential and progress, aligning brands with athletes who are pushing to achieve more and setting new standards in their sport.
These growth stories are compelling for brands because they get to be part of an athlete’s journey, not just when they’re at the top, but as they work their way there. And it’s these stories of perseverance, dedication, and passion that resonate deeply with audiences.
If you’re an athlete looking to take your sport to the next level or a sponsor interested in investing in sustainable growth stories, visit NxtStride.com to learn more about our programs and sign up for our pilot.
Together, we can redefine sports sponsorship for niche and emerging athletes, giving them the support they need to reach their full potential.
Published at September 28, 2024
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