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Club Marketing

Sponsorship

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Money is vital to the survival of sports clubs, but with so many clubs seeking limited funding opportunities, what can you do to help make your club more sustainable?

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Many businesses (large and small), are keen to engage in sponsorship opportunities in their local communities. Building relationships with local businesses can benefit everyone.

Sponsorship is an excellent way for your club to raise revenue while raising the profile of the organisation that is sponsoring you. You must remember when seeking sponsorship that any agreement you come to will be a two-way thing. Your club will be expected to honour obligations in order to maintain the sponsorship.

What can you offer sponsors?

With a little creativity, as a sports club you can open up a whole new range of sponsorship targets. There are some examples below for what you could offer a sponsor:

  • Their logos printed on your kit, equipment, minibus, sideline banners
  • Their logo included on your website, email footers, letter heads
  • Their company name mentioned in any events, team publicity and end of season reports
  • Hold an event under the name of the sponsor, for example  “The Car Sales Co. Cup”
  • Hold an event at your sponsor or partner’s venue, or allow them to hold an event at your venue. For example, a ‘Family Fun Day’ held at your club house during your off season

What can sponsors offer you?

  • Financial support
  • Club kit, which may have their logo or company colours on it
  • Discounts e.g. money off equipment or supplies ordered from their shop, a reduced admission price to events, or a discount when hiring specific services or facilities
  • Facilities or a venue to host events

Potential Partners

Your club may want to consider partnering with another organisation to promote one another’s complimentary (but usually non-competing) products or services. Some options for you to consider include:

Schools/Colleges
  • Link in with local school sports days. Getting involved in any school sports competitions is a good opportunity to create strong links
Community Groups
  • Contact Community Groups to look for joint marketing opportunities. For example, if a community group is holding an event, you could look into attending as a representative of your club. You can promote your services to their members, and likewise the community group can do the same at your events
Local council
  • Many Local Authorities have an active programme to encourage and develop sporting activities, both recreational and competitive. There is often a particular focus on developing sporting activities as part of a wider social inclusion policy, so why not build a relationship with your Local Council
Local Businesses
  • A lot of sponsorship, funding and in-kind donations can potentially come from local businesses. Research your local businesses, the work they do, what their values are and see what potential links you could make
Health Organisations
  • There are opportunities for sports clubs to engage with Clinical Commissioning Groups (CCGs) throughout England to form partnerships (e.g.linking in with the exercise and well-being agenda). Doctors and nurses could recommend your sports clubs to patients and you may be able to use their notice boards to promote your club too

Find out more about working with local organisations with our Partnerships page.

Download our toolkits below, which walks you through the different steps of marketing sponsorship opportunities, from developing your offering through to how you can best work together.

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