Sponsorship sales and commercial development for rights holders

Package a clear offer based on what companies want to achieve, not just which signage space is available. Map the network – members, parents, local companies – and hold personal meetings. Show what the sponsor gets: visibility, network, events, employee engagement and social responsibility. Follow up and report the effect so sponsors stay.

Federations need a clear brand identity, packaged rights with tiers, and a sales approach based on the partner's business goals. National teams, events and grassroots activity can each offer different value. Brons Sports works with eight core pillars: brand identity, packaging, partnerships, social media and PR, activation, sponsor care, communication coordination and follow-up.

Start from the value to the sponsor: reach, audience, exclusivity, content, hospitality and activation opportunities. Compare with what equivalent visibility would cost through other channels and with the market for similar rights. Factor in your own costs of delivering the commitments. Price by tier and let the price reflect the difference in rights.

Rights (title, exclusivity, use of logo and images), exposure (venue, kit, digital channels), content and activation (campaigns, posts, athletes), hospitality and networking, internal activities for the sponsor's employees, and follow-up and reporting. Every element should link back to a goal for the sponsor.

List companies that reach the same audience as the club, have local roots or share compatible values. Use the network of members and existing partners for introductions. Tailor the proposal to each company's goals and hold a personal meeting. A well-thought-out package and a clear story make it easier to get a yes.

Appoint owners, set revenue targets and build a prospect list with status and follow-up. Produce sales materials and a packaged offer, and plan the sales work across the year. Also make sure someone is responsible for sponsor care after the deal closes. Brons Sports can represent you in sales and match you with the right companies.

Deliver what was promised and report on the results. Get to know the sponsor's goals and propose new activations that help them get there. Sponsor care – looking after the sponsor throughout the partnership – makes the package an integral part of the sponsor's own business and lays the groundwork for renewal and upgrades.

Define what differentiates each tier: exclusivity, visibility, title rights, number of events, content and access to athletes. The main partner gets the greatest value and exclusivity, official partners get category exclusivity, and suppliers typically contribute products or services. The tiers should be clear and easy to explain.

Sponsor care means looking after the sponsor throughout the agreement: regular contact, planning activities, delivering on commitments, event invitations and ongoing reporting. The goal is for the sponsor to feel the partnership creates value and wants to continue. We make the sponsorship package an integral part of the sponsor's business.

Follow up against the goals set at the start of the agreement: exposure and reach, social media engagement, events and activities delivered, hospitality attendance, and the partner's own metrics such as awareness and sales. Report regularly. We follow up and measure the sponsorship – from exposure through to completed events.