Ten tips in getting your team a sponsor

Abe Williams

The goals of this blog is to set a platform to share ideas and insights. I am subscribing to various publications and constantly reading up and to keep track with global sports trends. One of the latest topics that I read about is on how to secure a team sponsor and thought that I would share some points. I know this might be helpful as it is always a challenge for a club or event to obtain sponsorship.

1. Identify your market

Make sure you know your target market. Some companies will want to get involved to show that they support the local community that walks into their shops to purchase meat, groceries or make use of their services. Companies would also want to publicise their neighbourhood service and attach a special rate to club members

2. Get a website

Websites are a good place to direct potential sponsors if they want to find out about your club – and once you have struck a deal, websites can give sponsors valuable exposure. There is free website templates where it is easy to find and set up a design a webpage. A website is a phenomenal to help build a brand.

3. Know what you need

Fix the price of the sponsorship and explain what it is you want. If it is cash for 5 sets of kit, find out the price and show the potential sponsor at least 3 Supplier quotes. That way they’ll know exactly what I is that they are contributing to. Remember to make sure that you budget for printing the sponsor’s logo on the front of the shirt.

4. Work out what to say

No businessman will hand over cash without feeling he is getting value for his money, so you have to make a convincing case. Whether it’s a face to face meeting or a pitch on the phone, make sure you know what you are going to say and that you get your message across.

5. Use local media

Local radio and newspapers will publicise your quest for sponsorship, particularly if you have a press pack of things you will be giving the sponsor and a good angle for their story. A good example is to mention that 2 of your league games will be broadcasted live on television. The prospect of television exposure offers huge benefits to a potential sponsor.

6. Offer added value

Make your proposal attractive by adding value. Ask the sports editor of the local paper if he would run a story about your sponsor with a small picture. If he says yes, let any candidates know that they will get this exposure. Add factors such as your average spectator attendance of 5000 at your home games. Think of other ideas too such as displaying the company logo on your website, newsletter and training gear.

7. Sell your connections

Tell your potential sponsor that each member of the team will hand out 250 flyers to local homes. Adverts will be posted onto the clubs website and social media pages. It would be important to mention the following on social media and the amount of web traffic your website enjoys. It is also important to mention that your club enjoys weekly articles in the local newspapers. If you are fortunate to have a clubhouse, make your potential sponsor aware in your pitch. Your club house would then be effectively be your sponsors’ hospitality suite where they can invite business and prospects to come and enjoy your match while networking and concluding business deals.

8. Create a network hub

Since your club is going to turn your clubhouse in a hospitality suite, invite network possibilities for your sponsor but also to expose as many corporates or “potential investors” to your ‘product’/club. I say product because initially that is what you are selling and not just sport. When you start looking at your club as a product then all of a sudden you realise the potential. In saying this you then have to realise that your product must shout excellence in everything that they do from player conduct, discipline, spectators etc. This all forms part of your product that you are selling.

In creating this network hub for potential investors to come and enjoy their afternoon it will only do good and you will always have access to them as they would remember the enjoyable time and how well they were treated.

9. Deliver on promises

When someone does sponsor you, make sure that they see the immediate benefits. Have a ceremony to unveil the kit with their company name on it and present them with a team picture. Send them any press cuttings that feature a picture of the team.

10. Don’t forget them

When you get a sponsor, don’t lose them. Invite them to games and text them the results and log standings after each match so they can follow your progress. If you have an end of season party, make sure your sponsor is the guest of honour and presents the Player Of The Season Award. If there is any opportunity where the media would be present, let your sponsor know to allow for exposure of their brand.

These are just some points that I thought can be helpful to local sports clubs. Personally I believe that there is a lot more sponsorship possibilities in community sports than what is being utalised by local businesses. They do not need a budget of corporate giants such as DHL, Castle, Telkom or ABSA but with a little imagination and careful planning of decent sponsorship campaigns, there is potentially huge returns in revenue and brand exposure. Please share on your clubs Facebook and twitter pages and let me know if you have found this helpful.