What I’ve Learned About Sponsorships as a Small Business

When we started PNWBUSHCRAFT over a decade ago, we bootstrapped everything.

Every dollar mattered. Every piece of gear we made represented materials, labor, late nights, and time away from our family. So when people asked for donations in those early years, it honestly felt like we were giving away money. But if it was something we believed in or something that aligned with our values, we usually said yes and sent a product or two.

As the years went on, the requests became more frequent.

In the beginning, we avoided sending gear out for reviews or “exposure.” We wanted people to talk about our products organically. We wanted honest feedback from people who genuinely used and appreciated the gear, not because they were obligated to post about it.

Eventually, as our business became more established, we realized we still needed to grow our audience. So we started saying yes to more review requests and collaborations. At the time, I assumed that if someone asked for gear and promised coverage, they would naturally follow through on their end. Sometimes they did.

Some people were absolutely amazing. They became long term friends, supporters, collaborators, and part of our community.

But a lot of the time, we never heard from people again.

As a small business owner, I didn’t want to spend my time tracking who owed us a review or following up on promises. I just wanted people to do what they said they were going to do. Over time, I stopped sending gear to strangers and became much more intentional about who we worked with. These days, we mostly collaborate with people we’ve met in person or built genuine relationships with online.

It’s honestly surprising how many people ask small businesses for free products without even taking the time to support the company in the smallest ways.

Then we entered the world of event sponsorships.

At first, it felt exciting. Sponsoring events allowed us to get our gear directly in front of people who genuinely loved the outdoors. It made us feel like we were becoming an established brand and part of something bigger than ourselves. We loved the idea of supporting communities and aligning ourselves with people who shared similar values.

And some of those relationships have been incredible.

Some collaborations brought us far more than customers. They brought friendships, opportunities, encouragement, and a real sense of community. Those experiences reminded me why I love being part of the outdoor world.

But not every partnership works out that way.

Sometimes people overpromise and underdeliver. Sometimes small businesses help build something in the early stages, only to find themselves pushed aside once larger companies or bigger sponsorship dollars show up. That can be a difficult lesson to learn when you invested your products, time, labor, and belief into helping something grow.

Because the reality is this:

What small businesses donate is never truly “free.”

Every sponsored product represents hours in the shop. Materials. Design time. Shipping costs. Wear on equipment. Creative energy. Family time. Effort.

Someone made that item by hand.

After being in business this long, my perspective has changed quite a bit. I still believe deeply in community, collaboration, and supporting good people doing meaningful things. But I’ve also learned to trust my instincts, ask better questions, and stop saying yes to everything simply because we were asked.

Not every opportunity is the right fit.

And that’s okay.