Sponsorship often seems to be a rather ellusive subject for sports clubs, but the principles are really quite simple. Large-scale commercial sponsorship is the preserve of big sports organisations seeking to negotiate TV and media rights, sportswear deals, track-side advertising, and similar arrangements for significant sums of money. This is usually beyond the reach of local sports clubs. However, there are many other smaller opportunities to attract financial sponsorship. Read the runningsports: Fundraising, Grants and Sponsorship booklet (see Resources panel) for more ideas.
Who to approach?
When seeking sponsorship support you should start by drawing up a list of your potential friends, associates and supporters. These might include:
- Club players and members who run a business
- Club fans and supporters who have a strong attachment to the club
- Local suppliers to your club e.g. sports shops, caterers, equipment manufacturers
- Other local businesses in the area, particularly those that are interested in their links with the community
It's much better to approach people and businesses where you are already known. They will understand what you do, and they are far more likely to at least give you a chance to put your case. Wherever possible, try to find a clear link between their business and your club (e.g. both operate in the same locality, you are a customer of theirs, they employ some of your key players).
Approaching larger or more distant companies may seem like a good idea if they appear to have more money, but their knowledge and commitment to you will be much less. It's much harder to get an appointment to meet these people, as there is no personal introduction. Larger companies often get very many requests, so they are quite used to turning people down. Small local companies may never have had a request before, so they may be more willing to "give it a go".
SportsMatch
Sportsmatch is an award scheme that supports grass roots sport projects that encourage participation at community level, especially youth groups. In Scotland, Sportsmatch is funded by the Scottish Government and administered by sportscotland.
Sportsmatch matches commercial business sponsorship on a £ for £ basis and has three primary objectives:
- to encourage businesses to sponsor community sports
- to foster lasting partnerships between business and community sport
- to further develop and improve community access to sport through quality business sponsorships
You can have at most 3 sponsors per project, each contributing at least £500. Sponsorship can last between 1 and 3 years for any one project. Sponsorship can be in cash or in kind with regards sporting equipment. Awards start at a minimum of £1, 000 (£500 for schools and colleges) and go up to £10,000 per project. Applications are viewed by a panel on a competitive basis as there tends to be more bids than there are funds available. See the link in the Articles panel for more information.
Preparing your 'pitch'
Don't just ask for money! Be prepared with a list of specific projects for which you are seeking sponsorship. Make sure that each is clearly defined including the amounts required and the length of time involved. Try to include projects of different sizes so that there is project to match every potential sponsorship budget. It's often much easier for companies to sponsor you through the provision of their goods or services, rather than with cash, so make sure there are options for sponship-in-kind. Here's an example of a sponsorship 'shopping list' in approximate order of value:
- Sponsor the match ball for one league match (£20 for the ball)
- Sponsor the junior team by providing one complete team strip (£120 for the strip)
- Sponsor the team minibus by servicing it every six months (£200 per service, paid in kind)
- Headline sponsor of the annual club dinner (£500 to include a table for 8 guests)
Make the benefits explicit
Some people are prepared to sponsor a club because they are keen to support it for altruistic motives. They want you to do well, and they're prepared to back you with their own cash. They are not looking for any kind of return or acknowledgement. In this case, you should check with the donor whether they would prefer to remain anonymous, or to be credited in any publicity about the event. Whatever they choose, make sure they are properly thanked, and that they receive regular information about your club's activities and successes. Some larger clubs establish a list of Patrons and publish their names in the handbook.
Most sponsors are looking for some kind of pay-back, usually in the form of advertising and company promotion. They will be looking to see their name, product or logo displayed in appropriate places such as: team strips, advertising hoardings, trophies, equipment, and in press publicity.
You will need to agree the details of this advertising, particularly where it is to appear in public places. Check with your National Governing Body about any restrictions on the size and prominence of sponsor lettering if you are playing in official tournaments. Make sure that the length of time is clear for which the sponsor's name is to be featured.
When you write press reports or other marketing materials, your sponsor will appreciate their name being prominently mentioned as this is part of their advertising. Don't forget to invite the sponsor to events so that they can gain more exposure and recognition. You can invite them to present prizes and attend social functions.
