Let me say this up front. There’s no cheat code. If you’re a fighter looking to get sponsored, there’s no secret handshake or magic DM that lands you a six-figure deal. But if you’re willing to treat yourself like a brand and act like a professional, you can build something sustainable. I’ve seen it firsthand. I’ve helped people do it.
This article is for combat sports athletes who want to take that next step. Whether you’re still an amateur or already building a following, here’s how to actually get sponsored and start making money in this game.
1. Understand This: Your Brand Is Bigger Than Your Record
A 4 and 0 record means nothing if nobody knows who you are. A brand opens doors. You don’t have to fake anything. Just show up with consistency and a story people can connect with.
Amanda Mazza is a great example. She’s a BJJ competitor who has worked with numerous brands in several different industries. But more importantly, she shows up online with the same intensity she brings to the mats. She trains hard, she tells her story, and she makes sponsors look good just by being herself.
Takeaway:
Be more than just a highlight reel. Share the journey, not just the wins.
2. Create Content. A Lot of It.
This is where most people give up. If you don’t like being on camera or think you’re not interesting enough, too bad. Content is the bridge between you and your future sponsors.
In You Need More Than Data to Understand Your Customers from HBR, Marcus Collins makes a key point. Brands grow when people feel seen. That’s your job. Make people see themselves in your story.
Drew Beech, Co-Founder of Few Will Hunt gets this. The reason FWH has such a strong following isn’t just the clothes. It’s the message. “Hard work over handouts” resonates because people see their struggle in it. Drew built a brand people want to belong to. That’s what you should be aiming for too.
Pro tip:
Your content should make people say “That’s me” or “That’s who I want to be.”
3. Make It Easy for Brands to Say Yes
Most athletes don’t get sponsored because they never ask. Or when they do, they send a lazy message that just says “Hey, do you do sponsorships”
If you’re serious, act serious.
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Put together a simple media kit. Include your bio, fight record, audience size, engagement, and what you stand for.
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Tell them what you’re offering. Content creation, product placement, shoutouts at events, and so on.
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Be clear about why you’re reaching out. Maybe their message aligns with your audience. Maybe you’ve been repping their gear for years.
From How to Get More from Your Social Media Partner on HBR, trust and communication are the backbone of strong partnerships. Be someone a brand wants to work with because you’re honest, prepared, and reliable.
Remeber This:
You’re not begging. You’re offering value. Treat it like that.
4. Be Your Own Influencer First
Brands don’t want to build you from the ground up. They want to see that you already have influence, even if it’s small.
You don’t need a hundred thousand followers. You just need a loyal group of people who support you. If you’re doing jiu-jitsu, fighting MMA, or competing in Muay Thai, you already have access to a community. Start there.
In the Core Reading on Digital Marketing, Sunil Gupta talks about inbound marketing. That’s what your content does. It makes you discoverable. When you show up consistently and with authenticity, sponsors will start to find you.
Challenge:
Before you pitch a sponsor, ask yourself, “Would I sponsor me”
5. Stay in It for the Long Game
Amanda didn’t get where she is overnight. Neither did Drew. Real sponsorships come from real relationships, not one-time posts. Don’t burn a bridge by taking free gear and disappearing.
Think long-term. Be the athlete a brand wants to grow with. Go beyond expectations. Post regularly, tag your sponsors, tell their story, and let them tell yours.
From Co-Creating a Cult Brand, one line stands out. “It’s not about buying things. It’s about belonging to something.” Help your sponsors create culture, not just move product.
Final word:
You’re not just trying to get sponsored. You’re trying to become undeniable.
TLDR Checklist
✅ Build your brand before your record
✅ Tell your story through content that is authentic and consistent
✅ Make it easy for sponsors to work with you
✅ Grow your influence organically
✅ Play the long game by focusing on relationships, not just gear
Want help building a strategy, media kit, or content plan to get sponsored? Reach out. I’ve helped fighters at every level do it, and I’m down to help you too.
If you’re interested in this topic, here’s a video I made that goes a bit more into detail on the subject.
