When Cheer Zone Cheerleading athletes sport T-shirts around town in Mount Washington, Kentucky, it’s more than just a way to show team pride—it’s also a savvy strategy for keeping the program afloat. The various company logos decorating the back signify the successful T-shirt sponsorship program created by owner Tamara Erdes to help offset the financial burden for the gym’s 60-plus athletes and their families.

“Our sponsorship is set up more to help the parents than it is the gym,” explains Erdes. “We want to provide them every opportunity to cheer.”

It’s a win-win situation all-around, as the sponsors receive valuable exposure throughout the year with the T-shirts being worn at competitions and events. Erdes makes it easy for all types of companies to get involved by offering various price points, such as larger logos for more money or smaller logos for less. Other forms of exposure sweeten the deal: “It’s easy to give the company a shout-out on Facebook or put their name on a banner,” adds Erdes. “The company not only loves the exposure, but they will be more likely to help again in the future.”

Stumped on how to set up your own sponsorship program? Get started with these five strategies:

Get the athletes in on the action. At New York-based Core Athletix, owner Rob Ulrich employs a similar approach in enlisting sponsorship. Like Cheer Zone, businesses receive different perks depending on the level of sponsorship—from being on a T-shirt to being listed on the Core Athletix website. Sponsors range from “little mom-and-pop restaurants and shops to large franchises and corporations,” and athletes are largely responsible for driving the effort. “Athletes ask the businesses to sponsor them and help fund the ever-increasing cost of all-stars,” explains Ulrich, who currently has 200 all-star athletes and 300 additional athletes training in the gym’s two facilities.

Make your expectations clear. How much support is realistic to expect from sponsors? That really depends on your program and its manpower. The amount Erdes and her athletes have raised has been “dependent on the parents and how willing they are to go out and get the sponsorships,” she says. “Some families have raised over $500 with minimal work.” Setting a minimum can also bolster efforts—at Grand Cheer in Katy, TX, co-owner Casey Lane says that they usually ask for donations of at least $250 to help offset the cost of things like uniforms or competition registration fees.

Consider obtaining non-profit status. To secure sponsors, building trust and strong bonds with the community is essential. And when businesses feel that they’re helping a good cause—and that their donation is building a positive image for their brand—they’re even more likely to lend a hand. Case in point: Anaheim, CA-based Maximum Cheerleading, where owner and program director Nelson DeDios says that having non-profit status has helped land more sponsorships since businesses can write off donations. The process of becoming a non-profit can be long and arduous, requiring high amounts of paperwork and taking up to 12 months, but DeDios says it has been highly worth it for his 10,000 sq. ft. operation.

Lane of Grand Cheer, which has about 45 competitive athletes, agrees. Thanks to the program’s non-profit status, Grand Cheer has been able to attract sponsors ranging from Sears Hardware to Terminix to Action Gypsum Supply. “You better have your 501c3—otherwise, the big money will not even look at you,” he states.

Don’t be afraid to get creative. Funds aren’t the only way sponsors can show their support—scholarships, equipment and resources are also fair game. “The best thing you can do is talk to people and see if there is any mutual benefit,” says Lane of Grand Cheer. “Sears is a sponsor of ours, but they don’t give us any money; we get to use their parking lot for car washes when we do them.”

Go all in. When deciding whether to introduce a sponsorship program, consider the time and energy it will take. According to DeDios, you should expect to get out of a sponsorship request what you put into it—and that goes for athletes and parents, too. “Be prepared for the amount of work [this entails] when deciding if this is something you want to pursue,” says DeDios. “When someone really puts forth the work, it’s feasible to be able to pay off your entire season, but collecting that type of donation takes a ton of work.”

The bottom line: Some gyms have students whose families are able to donate large sums or pay for their child’s travel and expenses without a problem, while other gyms need more support—and there’s nothing wrong with asking for it. Like those interviewed for this story, many gym owners have found that local businesses want to help out, enabling local youth to become more physically fit, pursue a passion and learn life skills that will stay with them into adulthood. To get the most bang for your buck: 1) make sure you offer different price points, 2) engage the kids and parents in sponsorship efforts, and 3) explore all avenues when you’re looking for sponsorships.

“We as gym owners have a ton of resources right in front of us,” Ulrich says. “We have a gym full of kids and parents—tap into them and their resources and help them help you.”