Creating your club’s sponsorship proposal

By Sports Community
June 27, 2013

All clubs need “collateral” to sell themselves. Collateral is a sales phrase that refers to the tools that enable a salesperson to sell – pamphlets, flyers, merchandise, and presentations. It is important clubs develop a sponsorship proposal to take along to meetings with a potential sponsor in hardcopy and electronic format so it can be delivered via email.

The sponsorship proposal should never be generic. A cover page with the club’s logo and the business/organisations logo is a great way to symbolise the document is seeking a partnership with a valued business.

  1. Name of club, location and Club mission statement
  2. History of the Club, milestones
  3. Assets: Playing fields, clubrooms, equipment
  4. Key figures:  membership numbers, website visits, social media audience, number of teams, age groups, details on number of games and how many people attend.
  5. Benefits of Sponsorship – what will sponsorship offer the business – increased sales? brand awareness?
  6. Sponsorship – what is included? – Is there one level or many (gold, silver, bronze etc)? What are the prices? Any customisable options?
  7. Other club sponsors and partnerships – include any sponsors here that you think would be seen as validation that sponsorship with your club is a worthy endeavour. Or any partnerships with government departments or charity foundations
  8. Testimonial – If you can get any of your current sponsors to provide a testimonial, this can be a very powerful tool
  9. A followup time and date.


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