Words by Kathleene Capararo
This 7 step sponsorship blueprint uses a proven formula to turn more potential sponsors into lifetime supporters of your club, no matter the sport.
1. Design Your Uniform
Instead of trying to sell an idea, create a design instead. A professional presentation of your design can immediately grab attention and help your club stand out.
With over a decade of industry experience under our belts, CR8’s design and production staff can provide you with customisable options, or even bring a rough sketch to life. Getting started is as simple as using the ‘Design Your Own’ feature on our website, or emailing us at email@example.com.
2. Establish Your Target and Price Sponsor Locations
How much money do you need to fund the purchasing of your new uniforms? Establishing this gives you a concrete idea of what you need to achieve. It also gives you a real chance to purchase new gear for your entire club without having to hold raffles or sell chocolates. The quickest and easiest way to set this target is to get a quote. This is an easy three step process:
- Email your design to us at firstname.lastname@example.org.
- Give us the quantities you will need. Allow for a 10% growth on last year’s registrations.
- Receive a quote from our sales team.
Once you’ve established your target figure that you’ll need to generate through sponsorship, the next step is to price the location of sponsor logos on your gear.
Here you can see the pricing of locations on a uniform, with 1 being the highest value location and 10 being the lowest. These are the most commonly used locations, but you don’t necessarily have to use all of them.
3. Find the Right Sponsors
Approach sponsors that share the same values as you and your club. Getting this right can potentially be the start of a mutually beneficial relationship between you and your sponsors.
Potential sponsors to approach are:
- Local Clubs
- Petrol Stations
- Coca-Cola (Amatil)
- Lolly Suppliers
- Bowling Clubs
- Insurance Companies
- PR Companies
- Engineering Firms
- Web Design Companies
- Graphic Design Companies
- Personal Trainers
4. Create Your Proposal
You can design this yourself, or you use our CR8 Template, as seen here. To get a copy of this template, simply request it one email@example.com.
Your proposal will need to have:
- A Cover Page
- Letter of Introduction
- Shirt Sponsorship Locations
- Shorts Sponsorship Locations
- Sponsorship Packages
Within your Sponsorship Packages, potential benefits that you can list might include:
- Logo displayed on shirts
- Logo displayed on shorts
- Sign displayed at ground
- 2x Tickets to Presentation Night
- 2x Tickets to Season Launch
- 4x Season passes, giving free entry to all home games
- Name mentioned over PA during home games
- Advertising in Match Day Program
- Logo displayed on website with link back to sponsor website
- Logo displayed on merchandise
- Access to exclusive Sponsors Area during home games
- 4x Drink tickets at all home games
- 2x Free merchandise packs (Can include a hat, stubby holder, stickers, club polo shirt, stress ball, team photo, etc.)
- Logo displayed on club Facebook page
- Logo displayed on club letterheads
- Include player sponsorship
- Exposure to thousands of people in geographical area
- Advertising opportunities at club registration day
- Club logo in end of year yearbook
- Framed certificate of appreciation
- Framed soccer shirts displaying your logo
5. Approach Potential Sponsors
Now that you have a uniform design, a list of appropriate sponsors and a comprehensive sponsorship proposal, it’s time approach potential sponsors. When doing this it’s important to remember that you are the prize— sponsors should want to sponsor you! Sponsorship of your club is a valuable marketing opportunity for local businesses to reach more potential patrons for their product or service.
Just remember to not come across as too desperate for sponsorship. This pressure might scare potential sponsors away. Instead, emphasise how well the club and the sponsor will work together, the benefits for them, and the opportunities for their business to be involved in your amazing club.
6. Follow it up
This step is just as important as the approach. When you approach sponsors and drop off your proposal, ask permission to follow it up at a later date. Two weeks is usually a good amount of time to wait until asking for feedback. Remember, business owners are busy, so giving them time to think about your offer, and asking permission to call/email in a fortnight will give them a comfortable and conscientious amount of breathing room to consider their options.
7. Close the Deal
By this point you may have sponsors who need that last little bit of convincing. To seal the deal, you will need to do three things:
- Get the sponsors logo.
- Understand what the sponsor wants to get out of sponsoring your club. (This might include specifics from the list of ‘Potential Benefits’ in your proposal.)
- Email these details, as well as your Proposal to us at firstname.lastname@example.org for us to create a Sponsorship Submission. Alternatively, you can also create your own.
A Sponsorship Submission based on our CR8 template includes:
- Adding the potential sponsors' logo to the template
- Customising the benefits area of the Proposal based on what you promised your potential sponsor.
Once this is done, we will email this Sponsorship Submission document back to you, ready for you to email or hand-deliver to your sponsor.
Those are the 7 steps that will help you achieve a professional and structured approach to gaining sponsorship for your club. Good luck out there!