PRICING
Thiago Calderaro
TL;DR — the 15-second answer
A fair sponsorship price doesn’t come from “what others charge”. It comes from value drivers: reach quality, activations, exclusivity, duration, proof/reporting, and production costs.
Contrast (A vs B): A = “logo-only” → price pressure. B = “activation + CTA + report” → value arguments → higher package prices.
1) What “fair” actually means in sponsorship
“Fair” doesn’t mean “cheap”. Fair means:
sponsors get clear deliverables and proof of delivery
your club covers costs + effort
you build an offer that’s renewable (not a one-off)
If sponsors later say “nice, but unclear”, price was never the problem — value was.
2) The 6 value drivers that set your price
These are the levers sponsors actually pay for:
1) Reach quality (not just volume)
Who sees it? Parents, families, local buyers?
How close are they to the moment? On-site + emotional beats “somewhere online”.
How often do they see it? (touchpoints across the tournament)
Rule: 500 relevant contacts beat 5,000 random ones.
2) Activations (interaction beats decoration)
Anything that makes people do something increases value:
MVP/fair play voting
QR raffle / lead opt-in
sponsor stand / product showcase
discount code campaign
Activations create story + measurability.
3) Exclusivity (category lock = premium)
If you give one sponsor category exclusivity (“only drinks partner”), you sell scarcity. That’s a pricing lever.
4) Duration & frequency
one matchday vs a weekend vs a series
one post vs repeated touchpoints
More time and repetition = more value.
5) Proof/reporting (the underrated lever)
Sponsors need to justify spend internally. A simple report with:
reach/views
clicks/QR scans
entries into voting/raffles
photo + link pack
…makes your package “buyable” and “renewable”.
6) Production costs & workload
Design, printing, content creation, sponsor management, admin time.
If you don’t price this in, you subsidise the deal yourself.
3) A simple pricing formula (no spreadsheet pain)
You can price sponsorship pragmatically:
Step 1: Set a base package price (visibility)
Base package = sponsor listing + 1–2 posts + (if relevant) board/flag placement.
Starting point (simple):
Base package = costs + effort + a small value uplift
If you already feel uneasy at base level, you’ve underpriced in the past.
Step 2: Price activations as add-ons (flat fees)
Each activation is an add-on with its own price, for example:
MVP voting “presented by”
QR raffle
sponsor stand
co-PR (press/photo/quote)
report
Why flat fees work: sponsors instantly understand what costs extra — and you can upsell cleanly.
Step 3: Charge exclusivity as a percentage uplift
Exclusivity = premium. Add an uplift (e.g. +20–50%), depending on category value.
Step 4: Price reporting as a “renewal booster”
Reporting takes time — and saves negotiation time later. Price it in.
Contrast (A vs B):
A = no numbers → debate → cancellation
B = report → proof → renewal
4) Example structure (so it’s easy to picture)
Assume a youth tournament (U10–U13), 24 teams, lots of parents on site.
Package A: Side sponsor (low friction)
website listing
one group thank-you post
Price: low, easy to sell, low admin
Package B: Co-sponsor (one module)
2 posts + 1 Reel
QR raffle to a landing page
mini report (clicks + photo/link pack)
Price: base + activation + reporting
Package C: Main sponsor (ownership)
hero placement
5 posts incl. 1 Reel
MVP voting “presented by”
QR CTA + sponsor stand
tournament report
optional exclusivity
Price: base + 2–3 add-ons + reporting + exclusivity uplift
The difference isn’t “more logo”. It’s more impact.
5) “CPM/performance” thinking: how to argue in sponsor language
You don’t need a perfect media plan. You do need sponsor logic:
“You get X on-site touchpoints plus Y digital touchpoints.”
“We activate via QR/CTA and report clicks/leads.”
“We deliver a report so you can justify the spend internally.”
Sponsors pay more when you:
state what happens clearly
make it measurable
deliver it reliably
6) The 5 pricing mistakes that cost clubs money (and the fixes)
Mistake 1: Price without a package
You say a number, but nobody knows what’s included.
Fix: deliverables first, price second.
Mistake 2: Selling reach only
“We have X followers” rarely closes deals.
Fix: reach + activation + proof.
Mistake 3: Stuffing everything into one package
You overpromise and can’t deliver.
Fix: base + add-ons.
Mistake 4: Giving away exclusivity
Category exclusivity without an uplift is a gift.
Fix: define an exclusivity uplift.
Mistake 5: No reporting promise
No report = lower renewal chance.
Fix: make reporting a standard deliverable in your top package.
7) Your quick checklist before you quote a price
Before you say a number, you should be able to answer:
What exact deliverables does the sponsor get?
Which activation creates interaction?
What do you track (QR/CTA/voting) and how do you report it?
Where can you offer exclusivity — and what does it cost?
If you have that, you negotiate less on price — and more on scope.
FAQ (short and direct)
Do I always need a cheap entry option?
You need an entry point, yes — but your goal is to lead sponsors to value-based packages.
What if a sponsor only wants “logo”?
Sell the base package — then show the contrast: “Add one activation and it becomes measurable.”
How often should I report?
For tournaments: immediately after the event. For longer deals: quarterly.
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