Sponsorship

Tips And Tricks To Create Financial Sustainability For Your Club or League

Obtaining a local sponsor can be a huge bonus for the club. However, it can be challenging to know where to start. 

Sponsorship is an excellent way to generate income for your club or league. It can provide vital funding for your operations and raise the profile of the businesses that sponsor you. For successful sponsorship, it's essential to understand that it is a two-way partnership. 

Tips for Attracting Sponsorship

1. Understand Your Club's Unique Selling Points (USP): Identify what sets your club apart from others.

2. Do Your Research: Look for companies that align well with your club's values and culture.

3. Develop a Prospect List: Create a list of companies you would like to approach for sponsorship. Don't hesitate to ask your current members if they know any companies that might be interested in sponsoring your club or team. Many members are employees or employers themselves and may want to get involved. 

4. Know Your Sponsorship Package: Determine what you can offer a sponsor, such as displaying their company logo on the club kit, website promotions and articles, adverts in programmes or newsletters, pitch-side advertising, or hospitality. 

But also explore opportunities outside of typical branding. Are there opportunities for the sponsor's colleagues to volunteer at the club (subject to DBS requirements), support club events, and present the awards at the end-of-season presentation? Businesses want more than just branding. They want to feel like they are part of the community and make a local difference. 

5. The Approach: When you reach out, whether through email, telephone, or a face-to-face meeting, you can introduce your club/league and promote the value of what you can offer the prospect sponsor before you outline the cost of the sponsorship package.

Explain why they would be a great fit for the club and vice versa by highlighting shared goals and values and showcasing your reach regarding the number of members, volunteers, and digital marketing (social followers). 

Once you have shown them the value of your partnership, you can explore sponsorship opportunities. At this point, you will also have a clearer idea of what they are looking for in return for sponsorship. Ensure your approach is professional and appealing so companies feel proud to be associated with your club.

Retaining Sponsors

You have successfully secured a sponsor, so the hardest part is over, right? Wrong. The next challenge is creating a relationship with the sponsor that delivers on the promise and creates a long-term partnership. After all, it's much easier to keep a sponsor than to attract new ones every season. So how do you do it? The answer is simple—planning.

Sponsorship Agreement

A basic sponsor agreement should be drafted between the club/team and the business, clearly outlining the sponsorship terms and ensuring both parties understand their rights and obligations. Include:

• Names and details of both parties (the club and the sponsor).

• Statement of Intent: A statement outlining the agreement's purpose (e.g., financial, or in-kind support in exchange for promotional benefits).

• Sponsorship Term: The duration of the sponsorship (start and end dates).

• Sponsor Benefits & Rights
  o Branding opportunities (e.g., logo on kits, banners, website, social media, matchday programmes).
  o Advertising rights (e.g., inclusion in newsletters, mentions during events).
  o Hospitality benefits (if applicable, e.g., free match tickets, access to networking events).

• Club Obligations
  o How the club will fulfil sponsorship commitments (e.g., logo placement, social media posts).

• Payment & Contributions
  o The sponsorship amount or value of in-kind support.
  o Payment terms (e.g., lump sum, instalments, deadlines).

• Termination Clause
  o Conditions under which the agreement can be ended early (e.g., breach of terms, reputational risk).
  o Notice period required for termination.

• Signatures: Signatures from both parties, including printed names and dates, confirming their agreement to the terms.

Account Management Plan

You can create an account management plan for the sponsor that covers everything agreed on above and stick to it. For example, if you agreed to send a monthly post on your social channels to promote the sponsor, deliver on that promise and tag the company. Plan it now and mix-up the messaging with "Meet our sponsor," competitions, game support, polls, promotions, volunteering, etc.

End-of-Season Highlights

Consider creating an end-of-season review showcasing team/club/sponsor highlights from games to community volunteering, events, and presentations from across the season. This will highlight their involvement and community impact. 

Bring them on the journey with you to cement a partnership that lasts years rather than just one season. 

Rules on Sponsorship in Youth Football

Please be aware that there are specific rules regarding sponsorship in youth football. To find out more, head over to the FA website and read the Kit and Advertising Regulations found at thefa.com/football-rules-governance/policies/kit-advertising