Sponsorship is not a donation box. It's a deal: you provide reach, experiences and data – sponsors provide budget or contributions in kind. Here is the 7-step flow that works in amateur clubs – and why activations + tracking are more effective than logo placement.

TL;DR – the 15-second Answer

Sponsorship = Service ↔ Consideration. Sponsors pay money/provide services in kind; the club provides advertising and activation rights (advertising boards, social media, voting, stands) plus measurement. Offering activations + reporting instead of ‘just a logo’ increases value, renewal rates and package prices.

The Principle in a Picture

• Sponsors give: Money, Material resources, Services, Media, Contacts

• Club provides: Logo/name rights, Visibility online and offline, Activations (MVP voting, competitions, QR leads), Hospitality, Data/reporting

Key Point: The more concrete the consideration, the higher the perceived value.

What Really Counts as Compensation

• On-site: Banners/flags, LED/screen loops, moderator shout-outs, product areas/booths.

• Online/Content: ‘Sponsored by’ in reels/posts, co-PR, story takeovers, blog/newsletter.

• Activations: MVP/fair play voting, QR competitions, discount codes, feedback forms (lead opt-in).

• Hospitality: VIP quotas, meet & greet, team events.

• Data & Reporting: Reach/engagement, QR clicks/leads, voting participation numbers, coupon redemptions.

Contrast (A vs. B): A = logo on the boards. B = logo plus activation plus report → measurable value.

The Seven-Step Process That Works for Clubs

1. Inventory: List all advertising spaces and touchpoints (banners, social media, voting, announcements, stands).

2. Build Packages: One basic package + two upgrades (add-ons: voting, booth, content reel, newsletter feature).

3. Define Pricing Logic: Value drivers (reach, exclusivity, duration, activations, reporting).

4. Outreach: Identify decision-makers (marketing/HR/sales), use warm intros, pitch personally.

5. Contract: Rights/obligations, exclusivity, content approvals, KPIs/reporting, term/termination.

6. Implementation: content plan, match day schedule, QR flows, competition mechanics, photo opportunity.

7. Reporting & Renewal: quarterly update with figures/learnings + offer for next year.

Mini Examples from Amateur Football

• Title Sponsorship Tournament: ‘[Brand] U13 Summer Cup’ + opening shoutout, MVP voting ‘presented by’, QR competition at the stand, marketing report (reach/clicks/leads).

• Jersey & Content: Jersey set + reel for handover, discount code for members, co-PR in the regional newspaper.

• In-Venue Media: LED loop + half-time announcement + feedback forms (opt-in) → qualified leads.

Quick Way to Fair Pricing

Value Drivers:

• Reach/quality (participants, parents, local audience)

• Activations (voting, competitions, QR flows)

• Exclusivity/category (e.g. sole beverage brand)

• Duration & frequency (tournament week vs. season)

• Reporting depth (quarterly vs. final report)

Practical Formula (simplified start):

Package price ≈ (estimated impressions × CPM benchmark) + activation flat rates + exclusivity surcharge + production costs + reporting.

KPIs that Sponsors Understand

• On-site: Spectators, voting participation, stand visits.

• Online: Reach, interactions, video views.

• Performance: QR clicks, leads, coupon redemptions, newsletter opt-ins.

• Business: Enquiries/recruiting leads, renewal rate.

Tip: Use UTM/QR from day 1, report quarterly.

Typical Obstacles – and Better Options

• Broadcast Emails → ICP Fit + Personalised Value Proposition.

• Logo Only → Plan Activation + Content + Data.

• No Contract → Clear Rights, Approvals, KPIs, Data Protection.

• No Reporting → Use template, deliver figures regularly.

Legal/Tax – 30-second Note

• Sponsorship = Consideration → Invoice, not donation receipt.

• Record income in the taxable area (keyword § 64 AO).

• Regulate rights of use/GDPR/liability contractually.

‘Plug & Play’ – Your Quick Start This Week

• 90-minute inventory (on-site/online/activations)

• One-pager (values, target group, 1 base + 2 upgrades, KPIs)

• Activate 3 warm intros, set appointments

• Prepare QR flows and reporting template

FAQ (short & direct)

1. Does every sponsorship need activation?

If you want impact: yes. Activations generate interaction and measurable data.

2. How many sponsors make sense?

Better to have a few strong ones with clear rights than many without structure.

3. How long should a deal run?

At least one season or tournament cycle; plan renewal early.