As the sport of jiu-jitsu grows in popularity worldwide, so too do sponsorship opportunities for standout athletes. Plenty of brands are hungry to sponsor promising grapplers – but choosing the right match on both ends is key. You don’t have to be a five-time black belt adult world champion or an ADCC legend (though those things both help!) to score those sweet, sweet sponsorship perks – but you do need to be the right fit for the company.
That, of course, begs the question: where does the active competitor start in their search for their first (or second, or third!) sponsor?
For some inspiration, the Jiu-Jitsu Times has collected stories from seven different competitive jiu-jitsu and MMA athletes from various walks of life on how they met their current sponsors – and why they’re all proud to rep those brands on the mats.
Claire North, BJJ black belt, no-gi Pans medalist & EBI Medusa 3 Champion
JJT: Tell us a little more about your sponsor(s)!
I am sponsored by Combat Corner. They are an MMA and BJJ equipment manufacturer based out of Milwaukee, Wisconsin.
JJT: How did you and your sponsor first get in touch?
They put on the first tournament I ever competed in, and my team and I have competed at their events several times since. They have a great wholesale program and our gym has used them as our primary vendor for years. Everyone who signs up at our gym receives one of their gis as a part of their membership. They had initially offered my husband a sponsor, my husband asked them to consider sponsoring me as well, and they fully agreed to sponsor us both.
JJT: Is there anything about being a sponsored athlete that surprised you?
I never really cared too much about what I wore during competitions, but getting to wear custom gear that was designed by both my friend and Combat Corner has been really cool. I now really look forward to getting to wear my personalized gear when I compete.
JJT: What specifically makes you proud to rep your sponsor’s brand on the mats?
They are a local company that invests in local athletes and produces quality gear. Many of their sponsored athletes are my BJJ friends in the area, who are strongly dedicated to competition and run their own exceptional, inclusive, and tough-as-nails gyms, so it makes me proud to be sponsored by the same company as these awesome folks. Additionally, they make high quality gear that lasts forever. My first gi was a Combat Corner gi and I had it for at least 4+ years of regular, frequent wear before I had to retire it.
JJT: Any advice or words of wisdom for budding athletes on the BJJ scene looking for sponsors?
Work hard at learning and implementing the kind of BJJ you are proud of, put yourself out there competitively as much as possible, and build your BJJ brand on social media. Also, don’t be afraid to ask for sponsorship opportunities because the answer is always no if you don’t ask.
Chris Wojcik, BJJ black belt, ranked #13 in the world at 170 lbs
JJT: Tell us a little more about your sponsor(s)!
My sponsor is a company called Martial Paradise. They’re based out of Milwaukee, Wisconsin, and they do gis, no-gi gear, resistance bands, kids gear, apparel, and more.
JJT: How did you and your sponsor first get in touch?
My sponsor and I first got in touch through a mutual friend who was their first sponsored athlete. He recommended me as an up-and-comer who didn’t have a sponsor and could benefit from one. They first helped me get to gi Worlds in 2021, and I’ve worked with them every tournament since then.
JJT: Is there anything about being a sponsored athlete that surprised you?
The biggest surprise for me has been how well I’ve been treated as a sponsored athlete. This might be bad to say, but I’ve heard a lot of horror stories about different sponsored athletes from some big brands in BJJ and how badly they treat their athletes, and so at the beginning, I had very low expectations. The reason I’ve stayed with this sponsor for so long is how well they treat me.
JJT: What specifically makes you proud to rep your sponsor’s brand on the mats?
I’m a big fan of the gear from my sponsor (especially the cream-colored short shorts), and they also helped design custom rashguards for our gym last year. I love that I can rep my gym and my sponsor on the same rashguard. They also keep me looking fresh with apparel and new gis, which I will never turn down after years of buying my own.
JJT: Any advice or words of wisdom for budding athletes on the BJJ scene looking for sponsors?
Everyone seems to think that winning more tournaments will get them better sponsorship opportunities. This is a partial truth. Brands want exposure and they want customers, but they don’t really care about many IBJJF tournaments or NAGA belts you’ve won. Instead of focusing solely on your wins, focus on the value that you can provide a brand through social media, word of mouth, or just wearing the brand around. Unless you’re competing at ADCC or other professional-level events, you have to prove that you are an athlete worth sponsoring. Don’t slack on this.
Adrian Yanez, BJJ black belt, UFC bantamweight fighter
JJT: Tell us a little more about your sponsor(s)!
I just started working with OnlyFans, but I love how they let you monetize content for extra income. Let you be free with expression, teaching, or trying to show behind-the-scenes content of whatever your profession is.
JJT: How did you and your sponsor first get in touch?
I got in touch with OnlyFans through my management team, Iridium Sports Agency.
JJT: Is there anything about being a sponsored athlete that surprised you?
The biggest thing that surprised me about being a sponsored athlete was the fact that I had a company that believed in me and my future and wanted to support and have me represent them. That, to me, honestly is the best part.
JJT: What specifically makes you proud to rep your sponsor’s brand on the mats?
When we got in a meeting with the OnlyFans representative, Dylan, he made everything easy and welcoming when I became a sponsored athlete. The fact that he emphasized freedom of expression and monetizing for creators sealed the deal on my end.
JJT: Any advice or words of wisdom for budding athletes on the BJJ scene looking for sponsors?
My advice is to work with a company that believes in you and your future. Not every sponsorship will be for you either. Sometimes, you’ll have to say no because it’s not the right fit. Have to be true to yourself and the sponsor. In my eyes, both have to believe in each other’s vision.
Beatrice Jin, BJJ brown belt, no-gi purple belt Worlds & PanAms medalist
JJT: Tell us a little more about your sponsor(s)!
Gaidama is founded by Kendall Vernon and co-owned by Karla Shellhammer. They produce thoughtfully designed, high performance gear for female grapplers. Alghul Performance is run by Alex Luis, a strength and performance coach specializing in the conjugate training and functional range conditioning. BJJ Mental Models is a podcast and community run by Steve Kwan.
JJT: How did you and your sponsor first get in touch?
With Gaidama, I cold-emailed them after finding out about their company. The website only had one product on their page at the time. I made the case for myself — although I didn’t have big competition accolades, I was active in a fairly tight-knit community with big reach potential. Kendall took the chance on me and we’ve been growing together ever since.
I found Al Ghul Performance through Instagram. Alex was looking for BJJ athletes to pilot his application of conjugate training to grappling performance. I applied and ended up being his first guinea pig, and we’ve been working together since then.
I joined the BJJ Mental Models Discord two years before getting sponsored, and was fairly active in their channels. Sometimes your in-person friends just won’t want to talk about overhook closed guard, and someone on the internet probably does. I ended up making good friends there. Steve started his sponsorship program in 2022 and I became their first sponsored athlete.
JJT: Is there anything about being a sponsored athlete that surprised you?
I wouldn’t say it was surprising, but it was especially touching and a big confidence boost to see over the years, how much my sponsors wanted me to personally succeed. When someone invests in you, they’re not just giving you their product or time. They also see your performance as testing their principles and standards. That’s why I think it’s super important to work with people and companies you share values with. You’ll have to grow and evolve with those values together.
JJT: What specifically makes you proud to rep your sponsor’s brand on the mats?
All three sponsors try very hard to be the best at what they do. They all defied odds and have grown exponentially. They don’t settle for material gain and they care about people.
JJT: Any advice or words of wisdom for budding athletes on the BJJ scene looking for sponsors?
Find sponsors who can grow with you. Propose to them not just who you are and what you’ve accomplished, but also give them an idea of your potential. Make sure you already, as a person, align with your sponsor’s mission, product, and values!
Danielle Gallo, BJJ blue belt, no-gi Worlds & PanAms medalist
JJT: Tell us a little more about your sponsor(s)!
I am sponsored by the amazing Ranked Worldwide Fight Company, which is an incredible business run out of my home state, New Jersey. They have really nice quality rashguards and shorts , some of which are belt ranked (hence the name!) and some of which aren’t! Every time I wear my ranked gear, I feel proud and supported on the mats – and I’m not just saying that. The people behind this company are genuine, kind athletes who care about me and my success, and who truly run a solid company.
JJT: How did you and your sponsor first get in touch?
I was extremely lucky to have been contacted by Ranked this past summer. It’s all been kind of a blur, but they actually found out about me because I competed against one of their teammates, Aurelia Del Rossi, at an NJ Grappling Industries event! The story goes: I fought up in weight class that day in the gi against Aurelia, and she was a beast! I didn’t come out with the win in that division that day, but what I gained was so much more valuable than a medal.
The first thing that amazed me was that, right after the gi division concluded, Aurelia came up to me and started helping me prep for my no-gi division. I repped my takedowns with her on the warmup mats, she gave me a pep talk and told me that I needed to be more confident going in, and gave me some awesome looks in terms of my passing. I was a brand new blue belt at the time, so I was incredibly grateful. I absolutely crushed my no-gi division after that, and Aurelia and I became friends on social media.
Like I said, Aurelia was a teammate of the guys who run Ranked, and was also a sponsored athlete with them, so it wasn’t long until they reached out and offered me a sponsorship too. I was so thrilled I couldn’t even believe it – free gear, more supporters in my corner, a group of strangers, and new friends was beyond what I thought possible so early on in my jiu-jitsu career. But I haven’t turned back since, and I am such a proud supporter of this company.
JJT: Is there anything about being a sponsored athlete that surprised you, and what specifically makes you proud to rep your sponsor’s brand on the mats?
What is most surprising about my particular sponsorship is the amount of genuine support and friendship I’ve gotten from Ranked. Before my last superfight, I’ll be really vulnerable and say I was dealing with some mental health issues and experiencing a pretty nasty level of anxiety. My sponsors not only sent me a little bit of cash to cover the cost of getting to the fight [which was an eight-hour drive], but the owner went above and beyond in being there for me. He talked me through my emotions and nerves, told me what he knew of my opponent, and was there by my side with nothing but love and support every step of the way.
We really connect on a human level that goes way beyond just a regular business. I’m grateful for these guys in ways that surprise me. Maybe it’s a Jersey thing […] but I’m so proud to be a part of Team Ranked because of who they are as people. I’m genuinely honored to be chosen to be a part of this family, because I believe wholeheartedly in the character of the people they choose.
JJT: Any advice or words of wisdom for budding athletes on the BJJ scene looking for sponsors?
In the world of jiu-jitsu, I am a little tiny baby. A budding professional athlete: still just a little – 105 pounds, to be exact! – blue belt trying to claw my way up the ladder of success in this ocean of a sport.
I never thought that, just a year and a half into training, I could be a four-time IBJJF medalist, two of which were at the no-gi majors. I never thought I’d be booking superfights, or running the kids’ program at my gym. But this sport has a funny way of bringing you into a family of supporters and teammates and mentors that empower you to dream and achieve in ways you hadn’t imagined.
My advice as a someone who recognizes my newness to this terrain is to make genuine connections with people without wondering what they can offer you. Value every single relationship you make, whether that’s your own teammates, a coach at a gym you randomly visited once, or the competitor across the mat from you — it all is part of the journey. I can’t stand when athletes in this sport only speak to people they deem “valuable” to them, when it has been proven to me time and time again that every relationship is so precious and important.
Be open to everyone and everything, and be as much a student of the game as you are of the people, and good things will come.
Steffen Banta, BJJ black belt, double gold no-gi brown belt world champion
JJT: Tell us a little more about your sponsor(s)!
I have a few different sponsors. Albino & Preto was my first sponsor, and I’m still representing them about five years later. The two that have been the most crucial to my success the last year, which happens to be my most successful year in competition, are OakFit, and Skilled Violence.
OakFit is a strength and conditioning facility, run by Ronnie Incerta, out of the Design District in Dallas Texas. Ronnie is a world class coach, and under his tutelage I’ve been able to make remarkable strength gains, and explosive capability in a short time.
Skilled Violence is another sponsor that has greatly helped me the past year. Everything from seminar opportunities, to superfights, Skilled Violence has helped me immensely. One new sponsor that I just got is Kanji Belts. Although we just started our relationship, so far it has been great.
JJT: How did you and your sponsor first get in touch?
My first sponsor was Albino & Preto. I got in contact with Arvie, the owner, through Heath Pedigo after taking the middle heavy and open class IBJJF World no-gi titles as a blue belt in 2018. It was a really kind thing for Heath to do, especially for someone who did [and does] not represent Pedigo Submission Fighting. And on top of that, I was fighting a lot of Pedigo guys during 2018 [and] 2019. I remember I called Arvie, and we kept in touch. and in March of 2019 I represented them when I won Pan Ams in the gi, and also Worlds in the gi, as a blue belt.
JJT: Is there anything about being a sponsored athlete that surprised you?
I know many people see sponsorships as sort of “freebies” for athletes, or a way to get gear and/or money without doing much work. But to be a good representative of a brand, especially in jiu-jitsu, you must compete regularly, be cognizant, and intentional, on how you promote the brands that are sponsoring you and so on. Even to get to the position to be a “sponsored” athlete in any sport takes a tremendous amount of hard work. This realization became very apparent as I was picking up my first sponsors as an eighteen-to-ninteen-year-old.
JJT: What specifically makes you proud to rep your sponsor’s brand on the mats?
Many of the sponsors I have are not just “sponsors” to me. But they represent the owners, who I am close with, or they represent a brand I really believe in. For instance: Michael Smith — the owner of Skilled Violence, which I am sponsored by — has helped me in so many innumerable ways in the last couple of years! When both parties meet with loyalty, in the middle, it’s bound to be an amazing relationship. Same for all my other sponsors, I’m thankful to have great relationships with everyone who sponsors me, and I’m proud, and happy, to be able to represent them in a professional capacity whilst competing.
JJT: Any advice or words of wisdom for budding athletes on the BJJ scene looking for sponsors?
Don’t approach sponsors with an entitled mindset. They don’t owe you anything, and ideally any sponsorship should be mutually beneficial. My biggest piece of advice would be to win. I had already won some majors (albeit at blue belt) before I was ever sponsored. Nowadays I see lots of white belts, or bluebelts, on instagram saying “Open to sponsorship opportunities” when they haven’t proved their worth. At the end of the day, it’s a business relationship between you, and your sponsor. The athlete must bring something to the table. Whether it be a stellar track record on the competition circuit or a large social media following, and ideally – both!
Kody Steele, BJJ black belt, undefeated professional MMA fighter
JJT: Tell us a little more about your sponsor(s)!
I have the best sponsor in the game, Level Black. They are a jiu-jitsu brand and they are literally the best sponsor in the fight game.
JJT: How did you and your sponsor first get in touch?
Couple years ago, he sent me a message through Instagram asking if I wanted to be a part of the team. At the time he maybe only had 300 followers – it could have been less. But after talking with him on the phone and listening to how motivated he was to blow his brand up, it was a no brainer for me.
JJT: Is there anything about being a sponsored athlete that surprised you?
I think if you’re repping a brand the most important thing is to actually love the gear you are repping. I sometimes see athletes supporting a brand but tell me they hate wearing their stuff. If you really love the brand you’re supporting it’s going to be a lot easier to rep.
JJT: What specifically makes you proud to rep your sponsor’s brand on the mats?
I’m really proud to rep Level Black because I was one of the first athletes on the team and seeing the brand blow up is a great feeling. And the guy behind the scenes of Level Black does so much for me and has had my back from Day 1, so it would be a shame if I didn’t give him my corner!
JJT: Any advice or words of wisdom for budding athletes on the BJJ scene looking for sponsors?
If you’re an athlete and [want to] be sponsored, make sure you’re posting good quality content, and make sure you’re active in the competition scene. Or if you’re a guy who makes videos, make sure you’re constantly posting and making great content, and someone will pick you up.
