Setting the Expectation for Members to Contribute We strongly believe that because each player and member benefits from club sponsorship that each member has an obligation to play a role in attracting sponsors to their club. In fact we strongly believe that it should...
Of all the questions we get asked at Sports Community, the question most asked is: “How do we value sponsorship packages?” Traditionally, sponsors of local sports clubs generally don’t seek to receive real commercial value from their sponsorship other than the...
From our experience, we believe there are five components that come into play when seeking to value sponsorship packages: What are sponsors willing to pay? How big is your club’s audience? (Including participants in club activities, followers on social media, club...
What are they willing to pay? Regardless of what you are selling, the biggest determinant is what the buyer is actually willing to pay. This creates an enormous challenge for clubs and particularly inexperienced Sponsorship Co-ordinators because they simply don’t know...
What is Your Club’s Ability to Engage With its Audience? It is one thing to have an “audience” but one of the key factors in determining sponsorship value is your club’s ability to engage with its audience. From a sponsors perspective this is the club’s ability to...
What Is Your Club’s Ability to Influence the Behaviour of Its Audience? Now we are getting to the real crux of how to value your sponsorship packages. What is your club’s ability to influence the behaviour of its audience? Or put another way, facilitate the sales of...
Why do clubs dedicate even one minute in the pursuit of sponsors? After all, the scarcest resource a club has is its volunteers, so why dedicate their time to something that has nothing to do with the sport you play and love? The answer is generally that sponsorship...
What NOT to do Most clubs approach sponsorship in the same “traditional” manner. Generally they will appoint one or maybe two people to be responsible for retaining existing club sponsors while seeking to continually attract new sponsors to the club. Some clubs may...
Well, to be balanced, cold calling with sponsorship packages does work and has worked for generations. There are thousands of clubs around the country who have large numbers of sponsors providing amazing financial support. Although this is absolutely true, at what...
In order to build long term relationships with sponsors, it is important for clubs to understand what the sponsoring business wants from the club or why businesses sponsor local clubs in the first place. Generally there are four reasons a local business will sponsor...