Setting Your Objectives

 

Before approaching potential sponsors, your club needs to be clear on:

 

• WHY you want sponsorship

• WHAT you are seeking sponsorship for

• HOW you will manage the sponsorship relationship.

 

Although this may seem straightforward, planning and articulating your aims is just as important as securing the sponsorship itself. Sponsors are far more likely to invest in clubs that demonstrate professionalism, clear objectives, and a well-thought-out plan. Implementing SMART goals - Specific, Measurable, Achievable, Relevant, and Time-Bound, will help you focus, track progress, and ensure deliverability from the outset.

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Selecting the Right Sponsor

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Not all sponsorships are equal. It’s crucial to ensure that any sponsorship arrangement is balanced, fair, and mutually beneficial. We suggest that any agreement with a sponsor should meet at least three of the following criteria.

 

Sponsorships will:

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• Raise the awareness and profile of your club

• Be measurable for both your club and the sponsor

• Generate income and/or measurable cash-equivalent value to reinvest back into club activities

• Be with strong, viable, credible, and reputable companies that enhance your organisation’s credibility

• Align with the ethos and mission of your club to ensure a cohesive and positive association

• Resonate with your club's target audience to enhance partnership effectiveness

• Be exclusive or non-exclusive depending on the club’s needs.

 

Sponsors will:

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• Be committed to community development and social responsibility

• Be financially secure to ensure they can fulfill commitments

• Share a long-term vision for the partnership

• Enhance the promotional aspect of the partnership

• Have a positive history of supporting sports clubs or relevant events

• Have clear objectives for the partnership to align expectations

• Adhere to legal and ethical standards

• Be flexible and adaptable to changing circumstances

• Be reputable brands that enhance your club’s credibility and attract additional support.

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Who to Approach for Sponsorship?​

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When seeking sponsorship for your sports club, identifying potential partners can be categorised into two main groups: local and national. Tailoring your approach to each category is essential for establishing meaningful and effective collaborations that align with your club's goals and reach.

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Local

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Begin your sponsorship outreach by focusing on individuals within your local community who are already familiar with or have a keen interest in your club or sport. This group may include existing members, fans, or local businesses. Utilise your CRM database to identify members who own businesses, showcasing your appreciation for their potential contribution. Offering sponsorship exclusivity to local businesses demonstrates the value you place on their support.

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National

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Exploring potential national sponsors offers an extensive pool of opportunities. Streamline your approach by categorising companies based on industries, allowing for a more focused assessment of which organisations align best with your club. Here are some examples of how you can categorise industries for a more effective sponsorship outreach.

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• Hospitality

• Education

• Property

• Media

• Manufacturing

• National Retailers

• Transport

• Professional services

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Consider the individuals within your club who will handle the sales calls. In many sports clubs, one employee or committee member often plays various roles. Consult your team to identify anyone with sales experience or comfort in this area to determine the best fit for this role.

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When approaching an individual from the potential sponsor organisation, take into account the size of the business you are contacting. If it is a small local business, consider reaching out to a senior staff member, such as the owner. For national businesses, target employees in the marketing department. Additionally, explore the possibility of connecting with the person responsible for CSR if the national company has a presence in your community.

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Making the Sponsorship Work

 

Once your objectives and selection criteria are clear, it’s time to implement your strategy. A strong sponsorship strategy ensures that:

 

• Everyone in your club understands the purpose and goals of the partnership

• Sponsors know what is expected from the outset

• Both parties can measure success and value

• Relationships are built on trust, shared values, and long-term collaboration.

 

By planning carefully, defining clear selection criteria, and setting expectations upfront, your club can create sponsorships that are sustainable, impactful, and beneficial for both your club and your partners.