TL;DR — the 15-second answer

A good package is a product, not a favour. Build a main sponsor offer (high visibility + activation + reporting), add co-sponsor packages (specific modules), and side sponsor packages (simple, low effort). Price them using value drivers: reach, exclusivity, activations, duration and reporting.

1) What is a “sponsorship package” in plain English?

A sponsorship package is a pre-built bundle of deliverables (rights + activations + reporting) with:

• a clear name

• a clear price

• clear rules (duration, category, approvals, what’s included)

Contrast (A vs B):
A = “We can put your logo somewhere.”
B = “Here’s the exact package, with deliverables, timeline and a report.”

Sponsors buy B because it removes uncertainty.

2) Main sponsor vs co-sponsor vs side sponsor (quick definitions)

MAIN SPONSOR

The headline partner. Highest share of voice and usually the strongest “ownership” moment (naming, hero placement, hero activation).

CO-SPONSOR

A secondary partner with a meaningful module (e.g. content partner, activation partner, equipment partner). Less visibility than the main sponsor, but still real rights.

SIDE SPONSOR

Small, simple package. Low price, low admin, limited rights (perfect for local businesses and filling the last budget gap).

3) The biggest mistake clubs make with packages

They build packages from the club’s perspective:

• “What do we have?” (banner, kit, post)

Winning clubs build packages from the sponsor’s perspective:

• “What does the sponsor want?” (reach, leads, recruitment, trust)

Your rule: Each package must answer one question:
“What outcome does this sponsor buy?”

4) Build your packages like LEGO (base + add-ons)

Instead of only Gold/Silver/Bronze, use:

• Base package = visibility essentials

• Add-ons = activations + proof

Base deliverables (examples)

• website sponsor listing

• 1–2 “sponsored by” posts

• on-site board/flag placement (if relevant)

Add-ons that increase value fast

• MVP / fair play voting “presented by”

• QR raffle linked to a landing page

• sponsor stand / product showcase

• discount code for parents and participants

• post-event report (reach, clicks, entries, photos, links)

Why this works: You stop selling “space” and start selling moments + actions + proof.

5) Package templates you can copy (club + tournament)

PACKAGE 1: Main sponsor (headline)

Best for: bigger local brands, regional companies, recruitment-driven sponsors
Deliverables (example):

• hero placement: banner/flag + hero website placement

• 3–5 social posts incl. 1 Reel (co-branded)

• 1 hero activation: MVP voting OR QR raffle OR sponsor stand

• exclusivity in one category (optional)

• tournament report / quarterly report

Why it sells: ownership + activation + reporting.

PACKAGE 2: Co-sponsor (module-based)

Best for: companies with one clear goal (e.g. recruitment, product trial)
Pick one module and make it “theirs”.

Option A — Content partner

• 2 posts + 1 Reel “powered by”

• co-PR quote + photo

• link placement + CTA tracking

Option B — Activation partner

• sponsor-branded voting or raffle

• prize provided by sponsor

• on-site presence + QR CTA

• activation results included in report

Option C — Equipment partner

• in-kind kit/equipment

• photo moment + post series

• sponsor listed as official equipment partner

PACKAGE 3: Side sponsor (simple, low friction)

Best for: small local businesses
Deliverables (example):

• small logo on event page / website listing

• 1 group thank-you post

• optional: voucher for members

Goal: fast yes, easy delivery, minimal admin.

6) Pricing: how to avoid undercharging

Hook: If you price by “what feels fair”, you’ll stay stuck in low-budget sponsorship. Price by value drivers.

Value drivers (the ones that matter)

1. Reach quality (who sees it: families, locals, buyers)

2. Activation depth (voting, raffle, stand, CTA)

3. Exclusivity (category lock = premium)

4. Duration (one tournament vs season)

5. Proof (reporting frequency and depth)

6. Production cost (design, printing, content)

Simple starter method (no spreadsheet needed)

• Side sponsor = baseline visibility only

• Co-sponsor = baseline + 1 module

• Main sponsor = baseline + 2–3 modules + reporting + (optional) exclusivity

Then adjust price up/down based on:

• audience size

• sponsor category value (e.g. finance vs local café)

• workload and cost

Mini-contrast:
A = cheap packages, no proof → one-off deals
B = value-based packages, proof → renewals and higher prices

7) What to include in every package (so sponsors trust you)

• deliverables list (what, where, how many, when)

• approvals process (logo, wording, brand safety)

• data & reporting (what you track and when you report)

• point of contact (one owner, not five WhatsApp threads)

• renewal option (next season / next tournament)

8) How to make packages “buyable” in 60 seconds

Sponsors decide fast when you give them:

• a one-page overview

• 3 package options

• clear price points

• a simple “why this works” line

• next step: a 15-minute call

Example structure for your one-pager

• who you are + audience

• the 3 packages

• 1 activation example

• what you report

• contact + next step

9) Common questions (FAQ)

Do we need Gold/Silver/Bronze?
Not necessarily. Modular packages are easier to customise and easier to upsell.

How many sponsors should one tournament have?
Start with 1 main sponsor + 2–4 co-sponsors + a few side sponsors. Keep delivery realistic.

Do sponsors really care about reporting at amateur level?
Yes — not always a full ROI model, but at least proof of delivery: reach, clicks, entries, photos and links.

10) Your next move (this week)

1. Build three packages: main / co / side.

2. Add one activation to the main sponsor package.

3. Add one reporting promise (post-event report).

4. Turn it into a one-pager and send it to 10 warm leads.

You’ll feel the difference immediately: less negotiation, more yes.