By Brons Sports · Updated
SPONSORSHIP PACKAGES FOR CLUBS AND FEDERATIONS
A sponsorship package is a packaged set of rights that a club, federation or other rights holder offers sponsors – for example exposure, title rights, content, hospitality, networking and access to athletes – often divided into levels such as main partner, official partner and supplier.
What should a sponsorship package contain?
Describe the target audience, the rights, the deliverables, the activation opportunities and how delivery is followed up. A strong package is built on the partner's needs – not just on exposure and logo placements.
Differentiate the levels through concrete content, scope and any exclusivity. Explain what resources are required to deliver and how the price relates to the value for the partner. Do not state figures without an actual basis.
How to package the rights
Map your assets
List everything you can offer: exposure, channels, events, athletes, audience and network.
Understand sponsors' goals
What do companies in your region and sector want to achieve?
Create levels
Main partner, official partner and supplier – with a clear difference in rights and exclusivity.
Price it
Base the price on the value to the sponsor and your own costs of delivery.
Sales material
Develop a presentation that shows value, target audience and activation ideas.
Deliver and follow up
Sponsor care and reporting are what get the package renewed.
Common mistakes.
- Packages that consist only of logo placement.
- Levels that are hard to tell apart.
- Prices that cannot be justified by value.
- Promising deliverables the club will not have time to deliver.
Checklist.
- List of rights and assets
- Clear levels
- Exclusivity per level
- Value-based pricing
- Sales presentation
- Plan for sponsor care and reporting
How we work
A good package starts from what the sponsor wants to achieve, not from which signage is available. We help rights holders package their offer correctly for the market.
How the method is used in practice
FAQ.
01What should a sponsorship package include?
Rights, exposure, content and activation, hospitality and networking, internal activities for the sponsor's employees, and follow-up and reporting.
02How do you price a sponsorship package?
Based on the value to the sponsor – reach, target audience, exclusivity and activation opportunities – compared with other channels and the market, with your delivery costs factored in.
03How many levels should there be?
A few, clear levels are easier to sell. Main partner, official partner and supplier are common.