Creating a Lasting Partnership: The Art of the Sponsorship Sales Funnel
A step-by-step sponsorship sales funnel for sports clubs, emphasizing the importance of building lasting relationships with sponsors.
Welcome to the final instalment of our series on securing sponsors for your sports club. Having established your club’s core values and assessed both your needs and offerings, it’s time to focus on cultivating a meaningful relationship with potential sponsors. Just like building any long-term relationship, this journey is not a sprint but a marathon, where patience and strategy are key to long-term success.
Awareness: Introducing Your Club
The first stage is all about making a memorable introduction. Share your club’s story, its achievements, and community impact. Utilise newsletters, social media, and local events to cast a wide net, ensuring your club’s mission resonates with both the potential sponsors who share similar values and the community in general. While the focus of this series has been on proactively seeking sponsors, businesses will often approach clubs who resonate with their values.
Interest: Sparking the Connection
Once you’ve captured awareness, it’s time to ignite interest. Provide detailed information about your club’s unique programs, membership demographics, and reach into the community. Remember, no other club is like yours. Tailor this content to highlight how a partnership can benefit the sponsor, addressing their target audience, marketing goals as mission, vision and values.
Decision: Crafting the Proposal
Armed with interest, present a compelling proposal that outlines the mutual benefits. Be clear about what you’re asking for and what you’re offering in return. Being transparent from the outset in what is expected lays the foundation for no misunderstandings in the future. When deciding what to offer a sponsor, make sure you find out and include what they want.
Action: Sealing the Deal
When a sponsor decides to commit, ensure the agreement reflects both parties’ expectations. It is always a good idea to have sponsorship agreements in writing, even a simple MOU. A transparent contract detailing the terms, duration, and evaluation metrics may be required for larger sponsorship arrangements. This will lay the foundation for a trustworthy relationship.
Retention: Nurturing the Partnership
Securing the sponsor is just the beginning. Regular updates, appreciation events, and collaborative projects keep the relationship fresh and mutually beneficial. Strive to exceed expectations, but never ever fail to meet an agreed requirement. This will prove that their investment in your club is continually rewarding.
Take your time
Resist the temptation to rush through these stages. The best relationships are built on trust, and trust takes time to develop. Consequently, rushing through these stages can jeopardise the potential for a lasting partnership. Building a solid foundation takes time, but the rewards—increased funding, network expansion, and enhanced club prestige—are well worth the effort.
By following this structured approach, you’re not just seeking a sponsor; you’re inviting a partner to grow and succeed with your club.
Join the Movement: Be Part of the Solution
As we navigate through the challenges of running a sports club, your involvement is more crucial than ever. Whether you’re a parent, a local business owner, or a sports enthusiast, there are numerous ways to contribute to keeping children active in sports.
Here's how you can make a difference:
Sponsor: If you own a business, consider sponsoring a team or an athlete. Think outside strictly cash for signage. Players can present at your business or you can bring guests / display products at games in exchange. You may be able to provide your excess products or services at a discounted rate, remembering that no cost is the best discount for a grassroots club.
Volunteer: Offer your time and skills to local sports clubs. Every minute counts.
Spread the Word: Share this post and raise awareness about the importance of affordable sports programs.
Take action today and help us achieve our vision: ‘Every child involved in a sports team.’
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