Signing up a sponsor can make all the difference to a team’s finances but finding one isn’t easy. Former Reading FC Commercial Director Boyd Butler offers his 10-step plan
Signing up a sponsor can make all the difference to a team’s finances but finding one isn’t easy. Former Reading FC Commercial Director Boyd Butler offers his 10-step plan
Make sure you know your target market. Some companies will want to get involved to show they support the local community or to publicise a neighbourhood service, but your most likely sponsors will be related to your players. Find out which parents own (or work for) a business that might invest. Ideally it would be a business owner who can make decisions himself.
Websites are a good place to direct potential sponsors if they want to find out about your club – and once you’ve struck a deal, websites can give sponsors valuable exposure. If you haven’t got one, sign up with a company like clubwebsite.co.uk and get one for free – just make sure it gets your ethos across.
Fix the price of the sponsorship and explain what it is you want. If it’s cash for 15 sets of kit, find out the price and show the sponsor the supplier’s quote. That way they’ll know exactly what it is they are contributing to. But remember to make sure you budget for printing the sponsor’s logo on the front of the shirt.
No businessman will hand over cash without feeling he is getting value for money, so you have to make a pretty convincing case. Whether it’s a face to face meeting or a pitch on the phone, make sure you know what you’re going to say and that you get your message across.
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