TL;DR — the 15-second answer

An options menu helps clubs sell sponsorship beyond rigid packages. Instead, you combine basic services with add-ons such as social media, tournament integration, QR codes, sponsor stand, newsletter, merch, PR or reporting. This creates an individual offer that fits the sponsor’s goal better.
Rule: Strong sponsorship offers do not start with “Which package would you like?” They start with “Which goal do you want to achieve?”

1) Why rigid sponsorship packages are often not enough

Many clubs work with classic packages:

• Bronze

• Silver

• Gold

• main sponsor

That is a good start.
But it has limits.
Sponsors have different goals.
A local employer may be looking for apprentices.
A sports shop wants to distribute vouchers.
A health provider wants to build trust.
A bank wants to visibly support youth development.
A restaurant wants to reach families nearby.
A company with a strong marketing team wants measurable clicks, QR scans or leads.
If all sponsors receive the same packages, the offer quickly becomes imprecise.
Either it contains services the sponsor does not need.
Or it misses exactly the building blocks that would be exciting for them.
An options menu solves this problem.
It combines structure with flexibility.
The foundation for this is a clear sponsorship concept.

2) What is an options menu in sponsorship?

An options menu is a selection of sponsorship building blocks.
The club defines which services are generally available.
The sponsor selects or combines suitable options from them.
The menu can include:

• basic services

• digital add-ons

• social media add-ons

• event add-ons

• tournament add-ons

• merch add-ons

• PR add-ons

• activations

• reporting add-ons

• exclusivity levels

• duration options

The advantage:
You do not have to reinvent every offer from scratch.
But you can still put it together individually.
This creates an offer that feels professional and still fits the sponsor.

3) Package vs options menu: The difference

Packages and options menus are not mutually exclusive.
They complement each other.

Sponsorship package

A package bundles fixed services.
Example:
Event partner:

• logo on tournament page

• banner at the ground

• social media thank-you

• announcement

• short report

Advantage:
easy to understand and easy to sell.
Disadvantage:
less flexible.

Options menu

An options menu offers freely combinable building blocks.
Example:
Basic service plus:

• QR code

• sponsor stand

• competition

• newsletter

• MVP vote

• co-PR

• reporting upgrade

Advantage:
more individualisable.
Disadvantage:
requires good advice and clean calculation.
The best solution:
Use packages as an entry point and add-ons for individualisation.
You can find more on package logic under sponsorship packages.

4) The most important starting point: Understand the sponsor goal

Before you offer options, you need to understand the goal.
Ask in the conversation:

• Is it about regional visibility?

• Is it about recruitment?

• Is it about product sales?

• Is it about trust?

• Is it about social commitment?

• Is it about lead generation?

• Is it about event contacts?

• Is it about social media reach?

• Is it about long-term brand presence?

• Is it about a specific target group?

Only then do you outline the cooperation.
Example:
If the sponsor has recruitment goals, a banner alone does little.
Better options include:

• careers CTA

• QR code

• LinkedIn post

• sponsor stand

• apprenticeship flyer in the tournament bag

• report with clicks and contacts

If the sponsor wants local awareness, better options include:

• banner

• website

• newsletter

• social media

• announcement

• photo documentation

The goal determines the building blocks.

5) Basic services: What almost every cooperation can include

Basic services are the foundation.
They are easy to deliver and fit many sponsors.
Possible basic services:

• logo on sponsor page

• link to sponsor website

• mention as partner

• social media thank-you

• newsletter mention

• photo evidence

• inclusion in sponsor overview

• mention in annual recap

• short delivery evidence

Basic services are suitable for:

• small local sponsors

• entry partnerships

• in-kind partners

• season partners

• first test cooperations

Important:
Basic services should be clearly defined.
Not:
“Online presence”
Better:
“Logo with link on the sponsor page for 12 months.”
The more specific the service, the fewer misunderstandings arise.

6) Digital add-ons: Website, QR code, CTA and tracking

Digital add-ons make sponsorship more measurable.
Possible digital add-ons:

• sponsor logo on homepage

• dedicated sponsor introduction

• CTA link to sponsor offer

• QR code to landing page

• sponsor integration on tournament page

• sponsor in the digital match schedule

• download or voucher link

• feedback page with sponsor placement

• voting page presented by sponsor

• click evaluation

Suitable for sponsors who:

• want website visits

• want to distribute vouchers

• want to support applications

• want to measure digital campaigns

• want to promote a specific offer

Example:
A gym is not only mentioned on the website.
It receives a CTA:
“Claim a free trial session”
The link is evaluated in the report.
This turns logo presence into measurable activation.
If your website is not yet prepared for this, the article Website Readiness can help.

7) Social media add-ons: Visibility with story

Social media is often a strong add-on.
But it should not only consist of a logo post.
Possible social media add-ons:

• sponsor introduction

• Reel

• Story sequence

• Collab post

• behind the scenes

• competition

• voting

• sponsor of the match day

• player of the match presented by sponsor

• thank-you post with result

• UGC repost

Suitable for sponsors who:

• want reach

• want to reach younger target groups

• need content

• want to promote a campaign

• want to strengthen their own social media presence

Important:
Every social media add-on needs:

• format

• platform

• number

• timeframe

• labelling

• approval process

• KPI evidence

Not:
“Social media included”
Better:
“1 Instagram feed post, 2 Story sequences and 1 thank-you post after the tournament including reach screenshot.”
You can find the details in the Social Media Playbook for Sponsorship.

8) Event add-ons: Making sponsorship tangible onsite

Event add-ons are especially valuable because people come into contact with the sponsor onsite.
Possible event add-ons:

• sponsor stand

• banner at the entrance

• announcement

• stand space near the catering area

• product sample

• voucher distribution

• onsite competition

• photo wall

• wheel of fortune

• shot speed challenge

• award ceremony integration

• trophy presentation

• VIP area

• volunteer shirts with sponsor mention

Suitable for sponsors who:

• want personal contacts

• want to show products

• want to reach families

• are looking for local visibility

• want to help shape the event experience

Important:
Event add-ons need clear delivery planning.
Check:

• space

• electricity

• set-up time

• dismantling time

• responsible people

• branding

• legal requirements

• safety

• bad-weather solution

• photo and video rights

A sponsor stand sounds simple.
But without planning, it quickly becomes chaotic.

9) Tournament add-ons: Especially strong for clubs with events

Tournaments are ideal sponsorship moments.
They bundle target groups, attention and emotion.
Possible tournament add-ons:

• tournament partner

• naming partner

• logo on digital match schedule

• sponsor on tournament page

• MVP vote

• fair play vote

• competition

• feedback form

• QR code on match schedule

• sponsor banner near results

• award ceremony presented by sponsor

• welcome bag

• team registration with sponsor mention

• tournament report

Suitable for sponsors who:

• want to reach many people in one day

• want to address families and teams

• want to test activations

• want measurable touchpoints

• want to strengthen local presence

Tournament add-ons are especially strong when they work before, during and after the event.
Example:
Before the tournament:
sponsor on tournament page and social media.
During the tournament:
sponsor stand, banner, voting, QR code.
After the tournament:
thank-you post, photos, report.
This creates a complete activation chain.

10) Merch add-ons: Sponsorship to take away

Merch makes sponsorship physical.
Possible merch add-ons:

• logo on tournament shirt

• sponsor on hangtag

• QR code on product

• welcome bag

• voucher booklet

• sticker

• water bottle

• sports bag

• co-branded limited drop

• merch stand

• sponsor bundle

• discount code on packaging

Suitable for sponsors who:

• want long-term visibility

• want to distribute products or vouchers

• are looking for community proximity

• want to support fan retention

• want to create a physical souvenir product

Important:
Merch add-ons need calculation.
Check:

• production costs

• design approval

• minimum quantity

• margin

• remaining stock

• usage rights

• sponsor logo

• quality expectations

More on this under Merch × Sponsorship.

11) PR add-ons: Stories instead of only spaces

PR add-ons make sponsorship more credible.
They are especially suitable for regional, social or special partnerships.
Possible PR add-ons:

• joint press release

• photo call

• co-PR with sponsor

• website news

• LinkedIn post

• newsletter interview

• case study

• event recap

• partner story

• press image with sponsor

Suitable for sponsors who:

• want to strengthen reputation

• want to show regional engagement

• pursue CSR goals

• want to reach local media

• want to tell a story

Example:
A company supports a youth tournament.
Add-on:
joint press release plus photo call with youth team.
That is stronger than only a logo on a banner.
You can find more in PR and Media Relations.

12) Reporting add-ons: Turning delivery into evidence

Reporting is a strong add-on.
Not every sponsor needs a large report.
But many sponsors appreciate evidence.
Possible reporting add-ons:

• photo documentation

• screenshot collection

• social media KPIs

• website clicks

• QR-code scans

• newsletter clicks

• competition entries

• voting results

• short report

• premium report

• renewal recommendation

Suitable for sponsors who:

• need to show impact internally

• want to justify budget

• pursue marketing goals

• expect more than pure visibility

• plan long term

A short report can already be enough.
Contents:

• What was delivered?

• Which images exist?

• Which reach was generated?

• Which clicks or scans were recorded?

• What can we learn for next time?

Reporting makes sponsorship easier to renew.

13) Exclusivity levels: When exclusivity makes sense

Exclusivity can increase value.
But it must be clearly regulated.
Possible exclusivity levels:

No exclusivity

Several sponsors from the same sector are possible.
Suitable for:

• small packages

• general sponsors

• website logos

Category exclusivity

One sponsor receives exclusivity in one sector.
Example:
“exclusive health partner”
Suitable for:

• larger packages

• strategic partners

• sensitive sectors

Event exclusivity

Sponsor is exclusive at a specific tournament or event.
Example:
“exclusive tournament partner for the summer tournament”
Suitable for:

• tournament sponsorship

• large activations

Full exclusivity

Sponsor receives very broad exclusivity within the club.
Suitable only for:

• main sponsors

• large long-term partnerships

• high value in return

Important:
Exclusivity costs flexibility.
If you give one sponsor exclusivity, you can no longer approach other companies from the same sector.
That is why exclusivity should always be paid, limited and regulated in writing.

14) Upsell and cross-sell: More value without pressure

An options menu also helps with upsell and cross-sell.

Upsell

The sponsor moves into a higher service level.
Example:
from basic partner to event partner.

Cross-sell

The sponsor adds additional building blocks.
Example:
basic partner plus social media add-on plus QR code.
Important:
Upsell should not feel like pressure.
Better:
“If your goal is mainly recruitment, I would recommend adding a careers CTA and a LinkedIn post to the basic package.”
Or:
“If you really want to be visible at the tournament, the sponsor stand would make more sense than online placement alone.”
This is advice.
You are not blindly selling more.

15) Offer PDF: How to present options clearly

An individual offer should be easy to understand.
Recommended structure:

1. sponsor goal

2. short club or event context

3. recommended basic service

4. recommended add-ons

5. duration

6. delivery

7. price

8. evidence

9. next steps

Example:

Goal

Regional visibility and family reach at the summer tournament.

Recommendation

Event partner package plus sponsor stand, QR code and social media Story.

Included

• logo on tournament page

• banner at entrance

• sponsor in digital match schedule

• stand space on tournament day

• QR code to sponsor offer

• 2 Story sequences

• short report after the event

Price

[Price]

Next step

Approval by [date], followed by logo and material request.

The sponsor immediately understands:
This offer was put together for them.

16) Common mistakes with sponsorship options

Mistake 1: Too many options

The sponsor is overwhelmed.
Better: give a few suitable recommendations.

Mistake 2: No sponsor goal

Add-ons are combined randomly.
Better: clarify the goal first, then choose options.

Mistake 3: Naming services unclearly

“Social media” is too vague.
Better: define format, number, channel and timeframe.

Mistake 4: Giving away exclusivity

The club blocks itself.
Better: only provide exclusivity when paid, limited and written down.

Mistake 5: Not calculating add-ons

Additional services create effort without value in return.
Better: include effort, costs and evidence in the price.

Mistake 6: Building everything individually

The club loses structure.
Better: use a standardised options menu and combine it individually.

Mistake 7: Not offering reporting

Value remains invisible.
Better: include at least a short report as an add-on or package component.

17) Checklist: Is your options menu ready?

Check:

• Are there clear basic services?

• Are there digital add-ons?

• Are there social media add-ons?

• Are there event or tournament add-ons?

• Are there merch add-ons?

• Are there PR add-ons?

• Are there reporting add-ons?

• Are services described specifically?

• Are prices calculated internally?

• Has effort been considered?

• Is exclusivity clearly regulated?

• Are there recommendations by sponsor goal?

• Is there an offer PDF?

• Is there an owner for delivery?

• Is there an evidence format for each service?

If several points are missing, your options menu is not yet ready to sell.

18) FAQ

What is a sponsorship options menu?

An options menu is a structured selection of sponsorship building blocks that clubs can use to create individual cooperations for sponsors.

What is the difference to sponsorship packages?

Packages are fixed bundles. An options menu allows additional or alternative building blocks so the offer fits the sponsor’s goal better.

Which add-ons are especially useful?

Digital add-ons, social media, sponsor stand, QR code, newsletter, competition, voting, merch, PR and reporting are especially useful.

Should every sponsor receive individual add-ons?

Not necessarily. What matters is that the add-ons fit the goal. A small sponsor often needs less individualisation than a strategic partner.

How many options should you show?

A few suitable options are better than a long list. The offer should advise, not overwhelm.

Can exclusivity be sold as an add-on?

Yes, but only when it is clearly limited, priced fairly and regulated in writing.

How do you prevent chaos with individual offers?

Through a standardised options menu, clear service descriptions, internal prices, responsible people and central documentation.

What belongs in an offer PDF?

Sponsor goal, context, recommended services, add-ons, duration, price, delivery, evidence and next step.

How a Package Becomes a Fitting Offer

An options menu makes sponsorship more flexible.
It helps you avoid selling the same thing to every sponsor and instead outline the right cooperation.
The key is:
understand the goal first, then recommend building blocks.
This creates an offer that does not feel arbitrary, but logical:
for the sponsor, for the club and for shared delivery.

Disclaimer

This article does not constitute legal advice, tax advice, data protection advice or financial advice. Sponsorship options, add-ons, exclusivity, prices, agreements, invoices, usage rights, data protection, activations, competitions, reporting and tax questions depend on the specific club, sponsor, scope of services and individual case. Please clarify open questions with suitable legal advice, tax advice, data protection advice or professional support.