- Sponsorship – All Resources
- Why Clubs seek Sponsors?
- What is Sponsorship?
- Storing your Sponsor’s information and handing over to the new Sponsorship Coordinator
- Engagement strategies that make your sponsors feel valued and ensure multi-year commitments
- Sponsorship do’s and don’ts
- Events that create value for club sponsors
- More ways that you can create value for sponsors at your club
- Proving your value to sponsors
- How to create value for Sponsors from your club’s assets?
- How to influence the behaviour of your audience?
- Engaging with your club’s audience
- Your club’s audience
- What are sponsors willing to pay?
- How to value sponsorship packages?
- How to get your members onboard to help you build sponsorship dollars?
- Building relationships with sponsors
- How to best approach sponsors?
- How to gain long-term sponsors?
- Improving how clubs traditionally manage sponsorship
- What NOT to do when seeking Sponsors
- Inclusions that sponsors value
- Sponsorship Inclusions
- Creating the perfect sponsorship proposal
- Ways to create value for club sponsors online
- Factors that create sponsorship value
What is Sponsorship?
For many clubs, sponsorship is the financial lifeblood of the club. It sounds awesome but not everyone necessarily knows the answer to “what is sponsorship”.
Raising funds through sponsorship doesn’t have to be difficult. Before we look at the strategies for attracting and maximising sponsorship packages, let’s look at some basic fundamental concepts of sponsorship.
What is sponsorship? Put simply, sponsorship is a mutually beneficial business relationship between two parties, the business (sponsor) and the club (sponsored).
In terms of sporting clubs, having sponsors can significantly help clubs to reach their goals and objectives. The financial support of sponsors is often for cost reduction around the club. This could be of players, of uniforms and competitions while also supporting the general running of the club.
Sponsorship may be in the form of cash, donated goods and services or access. Whether that is to resources or staff of the sponsor. These goods and services can become more valuable than simply cash sponsorship through fundraising events or specialised services.
For many clubs competing in semi-professional competitions, where some or all of the participants get paid, their hopes and dreams may actually rest on the ability of the sponsorship Co-ordinator. It is their job to attract a high level of sponsorship to the club.
The more sponsorship revenue raised, the more players of (perceived) better quality they can recruit. The better their chances of success. For these clubs, their season hinges on the performance of somebody who doesn’t even take the field. This person could be a volunteer who may or may not even want to do the job, or have the skills to be successful.It is amazing how often we see this reality in clubs. The worst part about it is they don’t realise their season’s success is effectively in the hands of one person, the Sponsorship Co-ordinator.
Need to attract more sponsors to your club?
eBook - Guide to sponsorship
Sports Community’s Guide to Sponsorship for Sports Clubs explores a whole new way of thinking about sponsorship, in particular how we attract and maintain sponsors and grow these relationships.
Each chapter of this ebook focuses on a key message or skill development and provides you with a wide variety of tools and skills. This ebook will help you create your club’s sponsorship plan and proposals, and help your club achieve its sponsorship objectives.
This book covers the following topics:
Traditional methods of sponsorship and how new ways of thinking can significantly improve your sponsorship results.
New and innovative ideas to gain sponsorship
How to effectively attract and retain long term sponsors to sustain your club into the future
The value of club sponsorship and how to maximise it for both the club and the sponsor
Who makes up your club community and how to effectively communicate with them.
How to measure the value of sponsorship.
Writing sponsorship proposals and renewing sponsors.
Creating a sense of belonging for your sponsors.
The importance of capturing, maintaining and handing on sponsorship information.
This book has been designed for the volunteers of local sports clubs, covering both fundamental concepts and more complex sponsorship strategies.