Landing a sponsor isn’t just a matter of luck or knowing the right people. First and foremost, it comes down to your sponsorship proposal.
Yet plenty of clubs approach local businesses with a quick email or a generic leaflet… and get a polite no or, worse, no reply at all.
So here’s how to put together a sponsorship proposal that makes businesses genuinely want to back you.
1. Put yourself in the business’s shoes
Before you write a single word, ask yourself: what’s in it for them?
After all, sponsors today aren’t just looking for a logo on a shirt. They want:
- local visibility
- a positive image associated with their brand
- a real connection with the community around them
The article “Sports club sponsorship: why sponsors want more than a logo“ also explains this shift in expectations in more detail.
2. Present the club with hard numbers
First, an effective sponsorship proposal always starts with a clear, fact-based introduction to the club:
- Number of registered members, by age group
- Number of events you run each year
- Social media reach and local audience
- Local roots (towns and villages served, schools, existing partners)
Indeed, businesses like figures: they’re reassuring and they make the partnership measurable.
3. Spell out what sponsors get, not just what it costs
In fact, this is the most common mistake: a proposal that only talks about prices.
Instead, build your packages around concrete benefits:
- Visibility (logo on kit, pitchside boards, social media)
- A presence at club events (tournaments, end-of-season presentations)
- Features in your communications to members and families
One practical point: sponsorship is a business arrangement in which the sponsor gets something in return, so it isn’t a donation and can’t be Gift Aided. Also, if your club is VAT-registered or a CASC, check with your treasurer or accountant how sponsorship income should be handled.
4. Make your sponsorship proposal a shared project, not just an ad slot
Moreover, the sponsors who stay for the long run are rarely the ones buying a simple advertising space. Instead, they’re the ones who sign up to a story.
That’s why many clubs now include their personalised sticker album in their sponsorship proposal: the sponsor appears alongside the players, coaches and families, in something everyone keeps and collects all season long. As a result, the visibility lasts far longer than a banner by the pitch.
You can also draw on “Local sponsorship: why businesses prefer to back their local club“ to build your pitch.
5. Get your sponsorship proposal’s presentation right
A good sponsorship proposal also means:
- A short document (4 to 6 pages is plenty)
- A clean layout, in the club’s colours and with its crest
- A direct contact and a clear next step (“We’ll give you a call next week”)
Your sponsorship proposal in short
| Step | Goal |
|---|---|
| 1. Put yourself in the sponsor’s shoes | Understand what they really want |
| 2. Present the club with numbers | Show the project is serious |
| 3. Spell out the benefits | Make the offer concrete |
| 4. Offer a project that brings people together | Build long-term commitment |
| 5. Get the presentation right | Give the club a professional image |
Going further
However, a good proposal on its own isn’t always enough: it should sit within a wider funding strategy for the club. To explore other options, head to “How to fund a sports club: 10 practical ideas that work“.
Above all, sponsorship, like any lasting partnership, is built on trust and on concrete proof of commitment. A well-thought-out proposal is often the first step towards a relationship that lasts several seasons.
