TL;DR – the Answer in 15 Seconds

Sponsorship is a contractually regulated exchange: a company (sponsor) supports a club, team or tournament financially or with contributions in kind – and receives specific benefits in return, usually advertising and activation rights (e.g. logo, content, on-site presence). For clubs, sponsorship is one of the most important sources of income and a lever for professionalisation, reach and community impact.

1) Definition: What exactly is sponsorship?

• Actors: Sponsor ↔ Sponsored organisation (club, team, tournament).

• Services Provided by Sponsors: Money, material resources, services, media/production, reach.

• Consideration Provided by the Club: Advertising rights (logo, perimeter advertising, social media), presence rights (stands, stages), activations (competitions, voting), content rights (photo/video), hospitality (VIP, tickets).

• Core Principle: Service in return for consideration, contractually regulated, measurable goals.

• Difference from Donations (in brief): Donations are made without consideration and are accounted for differently.

2) Why Sponsorship is so important for Clubs

a) Financing & Planning Security

Membership fees and subsidies are often insufficient. Sponsorship fills gaps, finances equipment, tournaments, travel, youth development – and makes projects plannable.

b) Contributions in Kind & Services

From jerseys and training equipment to catering and IT services, sponsorship in kind and services significantly reduces the strain on budgets.

c) Reach, Image & Community

Joint communication with sponsors increases the club's visibility, strengthens its brand image and builds trust in the region.

d) Professionalisation

Sponsorship requires clear processes (packages, contracts, reporting). This raises the level of organisation and facilitates further partnerships.

e) Network & Door Opener

Sponsors bring contacts with the media, companies and politicians. This accelerates cooperation, jobs for young talent and funding.

3) How Sponsorship Works in Everyday Life (Brief & Specific)

1. Define the Offer: Inventory advertising space & rights (Onsite: banners, stage, announcements; Online: social media, website; Activations: MVP voting, competitions, QR leads).

2. Put Together Packages: Levels (main/co-/secondary sponsor) or modular components including prices.

3. Sponsor Portfolio & Pitch: Club, target groups, reach, cases, packages, KPIs – concise, visual, measurable.

4. Outreach: Identify decision-makers, write to them individually, explain the fit, secure an appointment.

5. Contract: rights/obligations, term/termination, IP/logo use, data protection, measurement/reporting.

6. Implementation & Activation: joint plan, content, match day experiences, CTAs/QRs.

7. Reporting & Renewal: figures, learnings, offers for next year.

4) Examples from Amateur Football (Practical)

• Tournament Title Sponsorship: ‘[Brand] Summer Cup U13’ – Logo in tournament name, opening ceremony, MVP voting ‘presented by’, QR competition at stand, marketing report with reach/clicks/leads.

• Jersey/Equipment Sponsorship: Logo on jerseys, photo shoot with team, reels for handover, codes for member discounts, co-PR in the regional press.

• In-Venue Media: LED/screen loops, audio snippets at half-time, product booth, VIP meet & greet, feedback forms with lead opt-in.

• Content Cooperation: Training/nutrition tips as a video series ‘powered by [brand]’, cross-posted on club and sponsor channels.

5) Common Misconceptions – Quickly Clarified

• ‘Sponsorship = donation’? No. Sponsorship always involves something in return (advertising/usage rights).

• ‘Only large clubs get sponsors’? Wrong. Local relevance and target group fit are often more effective than mere reach.

• ‘A logo is enough’? Not anymore. Activations + content + measurement are crucial today.

• ‘Unmeasurable’? With clear goals (e.g. leads, reach, participation in voting) and simply tracked CTAs/QRs, sponsorship is measurable.

6) First Steps: How to Get Started this Week

1. Inventory (90 min): List all advertising spaces & touchpoints (onsite/online/activations).

2. Define Top 3 Target Groups: Participants, parents, local businesses.

3. Build a Mini Package: 1 basic package + 2 upgrades (e.g. add-ons: social reel, branded MVP voting, stand space).

4. Create a One-Pager: Who are you? Target group, package, KPIs, contact details.

5. Activate 3 Warm Introductions: Ask members: Who knows decision-makers? Request appointments – individually.

7) FAQ (short)

1. Is sponsorship attractive even on a small budget?

Yes. Local proximity, clear target groups and smart activations deliver high value – even without TV reach.

2. Do we always need a contract?

Absolutely. Rights, obligations, term, measurement, IP/GDPR – clearly regulate.

3. How do I price fairly?

Define value drivers (reach, exclusivity, activations), use benchmarks + calculation logic.

8) Common mistakes – and the Alternative

• Spam Emails: Instead, use ICP fit and personalised value propositions.

• Logo-only Thinking: Plan activations & content co-ops.

• No Reporting: Define KPIs from the outset, track CTAs/QRs, send quarterly updates.