How to get a sponsor for a football club

Stephanie Beatrice

You have already created a football team and are interested in signing with a secure and trustworthy sponsor to benefit your team’s finances.

To get grassroots football sponsorship, you need to outline detailed information about the club and what the potential sponsor will receive in return for their sponsorship.

Before writing a sponsorship proposal letter, you must also determine your football team’s budget.

That said, here is a detailed guide on getting a sponsor for a football club.

1. Research the companies

As a team manager, research the type of companies you think would be a good fit for the football club.

Go through companies looking to sponsor football teams and identify if their values align with your team’s. Check whether they are experienced in sponsorship and if they are financially operable.

Once you’ve written down the answers to these questions, you can research and list the football sponsor companies you wish to approach for partnership.

You can start by looking for start-up companies or local businesses building awareness and needing exposure.

Using the list, narrow down the companies you want to contact and promote through your football club. Include your team members so you can be on the same page.

You can also ask someone to sponsor your football team, either from the player’s parents or the community members.

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It also comes as an advantage since they can invest financially and emotionally in the club and create more awareness of the team and business.

2. Outline a detailed sponsorship package

The next step is to outline a sponsorship package explaining the benefits a potential sponsor would receive from funding your football club. This step will determine if a business is interested in your club.

The sponsorship package should be tailored to suit the prospective sponsor’s business. It should be simple to read and ensure the potential sponsor gets maximum exposure to their business.

Lamontville Golden Arrows FC sponsored by 10BET
Lamontville Golden Arrows FC is sponsored by 10BET. Image: X/goldenarrowsfc1

Examples of sponsorship packages include placing a brand’s logo on the team’s jersey, promotional banners, and stadium boards. You can also mention the brand on the team’s social media channels.

Besides the team’s jersey, kits, and football pitch banners, brands can benefit from local media, such as newspapers and radio stations, that publicize the team’s matches and the sponsor company.

Your sponsorship package should drive the potential sponsor’s sales, market their business locally or globally, or support community initiatives.

Design a football club website that provides exposure of your football club to potential companies and where they can learn more about it.

4. Establish your football team’s budget

The next step to get sponsors for a team is to identify the price for the sponsorship.

If the cash is based on the number of kits printed with the brand’s name or a poster, note it on the supplier’s quote. It will help them know the price of the service provided.

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Setting the quotation too high will prevent the company from working with you. This is especially true if it is your first time trying to get a sponsor for a football club,

However, don’t set the price too low, or you may be exploited and not get enough funding to maintain your team.

Research or contact other team managers with experience seeking sponsorship to get the right value.

5. Reach out to the company for sponsorship

You can send a football club sponsorship proposal to potential companies via email, phone call, or face-to-face meetings.

Write a sponsorship proposal letter that provides your details, how the team started, what your club is about, its aims and achievements, and why it needs the sponsorship you’re asking for.

You must contact the general manager, managing director, or director with a formal contract with high-level professionalism.

These steps guarantee you an offer for sponsorship and invest in your team for brand exposure.

6. Practice your proposal pitch

AFC Leopards team rocking jerseys branded with their sponsor Betika
Sponsorship packages include placing a brand’s logo on the team’s jersey. Image: X/shengspear_1

This is the most important part of getting companies for sponsorship deals. Before the face-to-face, email, or phone meeting, you should determine what to say.

To get a sponsor for a football club, be confident to get your message across to the business owner for you to get the cash you need.

You can practice your pitch with a family member or close friend a week before the meeting for a foolproof and successful proposal.

7. Work beyond expectation

Once you have received a deal from the ideal company or business, add value to the sponsorship and partnership.

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Reach out to an editor from the local newspaper to run a story about the sponsor company. Include the services provided alongside a photo of them.

If it turns out successful, you can add the feature to your sponsorship package so they can get the service as soon as they sign up.

You can go beyond and print pamphlets advertising the company’s services. Distribute them during matches and through the team members.

You can also use the media to advertise the company during upcoming match days. That way, the company and your team can see the immediate results.

8. Retain your sponsors

One of the golden rules of maintaining your sponsors is to keep them close. You can do so by inviting them to matches, communicating about the results, and discussing future expectations.

Additionally, if your team has an end-of-the-year party, invite the company’s team, list them as the guests of honour, and allow them to speak.

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