Many managers, coaches and people involved in developing sports clubs keep asking themselves the same question: why are some organisations able to attract business partners regularly, while others – at a similar sporting level – still rely solely on fees from players’ parents and on grants?
The most common answer is “because we don’t have the contacts” or “there are no big companies round here”. In practice, though, the problem very rarely lies in a lack of market potential. Far more often it comes down to how the club thinks about sponsorship and how it approaches it.
This article is an introduction to the topic. If you want to start building additional sources of funding through partnerships with business, begin with three key changes in approach.
1. A sponsor doesn’t buy space on a shirt – it buys value
One of the most common mistakes is treating sponsorship as a simple transaction: “we give you the logo, the company gives us money”. From the club’s point of view that may seem logical. From the company’s point of view it usually makes little sense.
Why?
Because businesses don’t spend money “on sport”. Businesses invest in:
- their image,
- brand awareness,
- relationships with the local community,
- customer trust,
- achieving specific marketing or sales goals.
So before you prepare a sponsorship offer, stop for a moment and answer one question: Why would a local company want to be part of my club?
- Do you give it access to a community of parents?
- Do you help it build the image of a responsible brand?
- Can you create room for it to get genuinely involved?
Only once you can answer these questions can you build an offer.
And then it stops being “selling space” and becomes a proposal for partnership.
2. Get organised first, then find sponsors
Many managers say: “we’re looking for a sponsor”. But ask them for details and it turns out that:
- they don’t have a concrete offer,
- they don’t know who they want to reach,
- they mostly act “opportunistically”, when a chance comes along or when a friend puts in a good word.
It’s a bit like trying to sell a product you haven’t clearly defined. So before you start looking for partners, put the basics in order. You don’t need a complicated strategy or a 40-page document. To begin with, a simple but consistent system is enough:
The offer
What can you realistically offer a partner? Not just “where the logo will go”, but:
- what joint activities you can run together,
- how you will feature the sponsor in your communications,
- how you will get the club community involved.
A list of potential partners
Instead of “whoever turns up”, draw up a list of companies that are:
- local,
- connected to players’ parents,
- operating in the region,
- already involved in community initiatives.
How to reach them
How do you want to approach them?
- email?
- phone?
- a meeting through a mutual acquaintance?
Sorting out these three elements means sponsorship stops being a matter of chance and becomes a process.
3. The relationship starts once the contract is signed
Let’s say it’s worked – you have a sponsor. What next? At many clubs… not much.
The logo goes on the shirt, occasionally there’s a post on social media, and the matter is considered closed.
Then everyone is surprised when, after a year (or whatever term was agreed), the partnership comes to an end.
Yet the most important part of sponsorship begins precisely after the contract is signed. That’s when you build a relationship that can last for years. What does this mean in practice?
- Show results – even simple things: photos, match reports, numbers, community engagement,
- Involve your partner – invite them to events, tournaments and training sessions,
- Communicate the partnership – not once, but regularly,
- Stay in touch – a sponsor shouldn’t have to “guess” what’s going on at your club.
A sponsor who sees the point of being involved with the club:
- stays longer,
- gets more involved,
- very often… recommends you to others.
And that is the moment when sponsorship starts to genuinely support the organisation’s development.
Summary: sponsorship is a process, not a one-off activity
If sponsorship at your club today:
- barely exists,
- relies on single, irregular payments,
- or is handled on an ad hoc basis
– the good news is that you don’t need a revolution. A change of approach is enough:
- from “selling a logo” to building value,
- from chaos to a simple way of working,
- from a one-off delivery of agreed benefits to long-term partnerships.
Sponsorship isn’t reserved for big clubs. When it’s well organised, it can work at a small grassroots club or a growing academy too. If you feel your club has potential but aren’t quite sure how to turn it into real partnerships with business, it’s worth working through it together. A one-to-one consultation (in Polish) is an opportunity to:
- look at your club from the outside,
- put your sponsorship activities in order,
- build a tailored offer,
- prepare for your first (or next) conversations with partners.
Because in practice, the point isn’t to “find a sponsor”. The point is to create a system that makes sponsors want to stay with you for the long term.
Frequently asked questions
Why would a company want to sponsor a club?
Because businesses don’t spend money “on sport” – they invest in their own image, brand awareness, relationships with the local community, customer trust and specific marketing goals. Before you prepare an offer, answer the question of why a local company would want to be part of your club.
What should I prepare before I start looking for sponsors?
Three things, without a 40-page strategy: an offer (what you can realistically provide beyond space for a logo), a list of potential partners (local companies, companies connected to players’ parents, companies already involved in community initiatives) and a way of reaching them.
What should I do after signing a contract with a sponsor?
That is exactly when the most important part of sponsorship begins: show results, involve your partner in events and training sessions, communicate the partnership regularly rather than once, and stay in touch. A sponsor who sees the point of being involved stays longer and recommends you to others.
Is sponsorship only for big clubs?
No. Well-organised sponsorship also works at a small grassroots club or a growing academy – what it takes is a shift from selling a logo to building value, and a simple, repeatable way of working.
