Fast Facts

What
   Sponsorship of sandboard events and contenders.

Who
    Dune Riders International, headquartered in Oregon.

How it works
   Sponsorship of the sport works in four ways.
   Advertisers can sponsor an event, a series, an apparatus like a jump or rail slide, or an individual rider or “pilot,” says Lon Beale, director of Sand Master Park in Oregon.
   “Sponsorship is the same approach as it is with snowboarding or surfing or skating,” Beale says.
   Benefits of sponsorship can include brand banners at sandboarding events, logo or image on all print media like posters, postcards and ads, and presence on the event web site. Logo stickers placed prominently on contenders’ boards are often an element in sponsorship of pilots. Sponsored contenders also often wear their sponsor’s logo or image on clothing like shirts, jackets, hats and goggle bands at sports as well as media events.
  “Sponsorship of riders gets a lot of media attention,” Beale says.
   Rails and jumps can be sponsored. Advertisers place their banners on both sides of the apparatus that measures 10 to 30 feet.
   Additionally, some sponsors set up tents and displays at events and distribute samples, show videos and have their product for sale on site.
  Typically there are multiple sponsors for each event, and advertisers often sponsor a season series of events. Advertisers use sandboarding sponsorship for branding and promotions. Sponsors are local products and businesses as well as national and regional, Beale says. Creative can be provided by the advertiser or developed by the event organization.
  A logo and graphics are usually utilized for creative. Banners measure 15 feet by 3 ½ feet.
   “A cool logo plus seeing top riders wearing the brand is a combination that strikes a chord,” says Michael Jackson, president of Utah-based Zeal Optics. “Brand identification.”
   Sponsored pilots are often included in creative. “One in particular, Josh Tenge, a world record holder, is in a Ford Explorer commercial,” Beale says.
  Sandboarding sponsorships can be year round, Beale says. “Though summertime is more popular for the sport, when kids are out of school.”
   Events in Palm Springs are seasonal.
   Service is turnkey.

Markets
   Oregon, California and Nevada are currently where events are scheduled in the U.S.

How measured
   Attendance at events is used.
   “During our busiest season, June through August, we’ll draw a couple dozen to a couple thousand to an event depending on the weather,” Beale says. “Typically for a special event like the one in Nevada we know there’ll be 10,000 people over the weekend.”
   During non-event times, the parks are typically open for tourist use, Beale says. “We’ll rent 8,000 boards over the summer.”
   Web site hits tied to promotions can also be used for measurement. Additional exposure occurs when sandboarders travel with their stickered boards. Stickers also are found on cars, bikes, even school lockers, Beale says.

What product categories do well
   Products relating to the sports, to extreme sports, as well as products and services for teenaged and young adult consumers work best. “Anything consumable,” Beale says.
   Specialty clothing, sports drinks, bottled water, eyewear, sunscreen, lip balm and footwear work well.
   “It’s like being at the beach with the sun and sand, so anything for your skin, functional clothing and cool clothing,” Beale says.

Demographics
   The target audience includes spectators as well as event participants and consumers renting boards and trying the sport at event venues.
   That group is primarily comprised of young teens through young adults in their mid to late 20s, Beale says. “Though we see 3-year-olds and 73-year-olds in the skate parks. We have families on vacation including an international crowd – Japanese, Europeans, Canadians – who come here to sandboard.”

Making the buy
   Lead time is contingent on the level and type of sponsorship, Beale says. Inclusion in print materials and event promotions requires three months lead time.
   “Sponsorship of individual riders is always open,” Beale says. Cost varies with type of sponsorship and level of involvement.
   The official, or busy, season is June through August, though there are events year round.

Who’s already sponsoring sandboard events and riders:
   Zeal Optics, Xwest, Venomous Sandboards, Dr. Dunne’s Wax, Buff, Crash Pads, Monarch, Zardoz NOTWax, Harmony Board Works, Winter Sports, Z Crash Pads and Sand Master Park are sponsors of upcoming events.

What they’re saying
   “We’re trying to reach the consumers who are passionate about what they’re doing. Passionate about the sport and about life. Sandboarding is not a general every day run of the mill type of sport. The participants and spectators are not sheep when it comes to brands. People are looking for a new identifier. This is a new generation, a new crowd and they’re looking for something new to identify with.” – Michael Jackson, president of Utah-based Zeal Optics.
   “Get in early while the sport is growing. There are over 500 sandboarding locations around the world with dunes on every continent.” – Lon Beale, park manager for Oregon-based Sand Master Park

Web site info
www.sandboard.com

Etc.
   Upcoming events include:
Sand Master Jam, May 28-29 in Oregon
Oregon State Championship, June 25
Sandboarding World Championships, July 1-4 in Germany
International Pro Invitational, July 23 in Oregon
International Sudamerican Cup in August in Peru
Huck Fest, August 27 in Oregon
Sand Sports Super Show, September 16-18 in California
Sand Mountain Open, October 1-2 in Nevada