By Brons Sports · Updated
SPONSORSHIP SALES FOR CLUBS AND RIGHTS HOLDERS
Sponsorship sales is the work of finding, contacting and signing agreements with companies that want to become partners of a club, federation, event or athlete. It covers prospecting, sales meetings, negotiation and the sponsor care that keeps partners on board.
How do sales, negotiation and agreements fit together?
Start with an offer that solves a company's need. Prioritise relevant companies, prepare for the meeting and use the conversation to understand goals and circumstances before presenting a proposal.
Negotiate fee, deliverables, exclusivity and responsibility as a whole. Document the agreement and plan sponsor care before the contract begins. A sale is the start of a partnership, not the end of the work.
Sales, negotiation & agreements
Who it is for
Athletes, federations, clubs, events, rights holders and companies that need commercial support in sponsorship.
The problem we solve
Rights are sold as logo placements instead of packages that solve companies' business needs.
How we work
- – Development and packaging of sponsorship rights
- – Identification of partners and the sales process
- – Negotiation of fees, rights, exclusivity and deliverables, plus coordination of the agreement
What you can expect
Commercially sustainable partnerships with the right fees, clear rights, defined deliverables and carefully drafted contract terms.
Sponsorship sales step by step
Goals and responsibility
Set revenue goals and appoint who is responsible for sales and sponsor care.
Package the offer
Develop sponsorship packages with clear levels and values.
Prospect
List companies that reach the same target audience and have matching values.
Sales meetings
Listen to the company's goals and tailor the proposal.
Agreement
Negotiate rights, deliverables and terms.
Sponsor care
Deliver, report and develop the partnership ahead of renewal.
Common mistakes.
- Selling without a packaged offer.
- Sending the same email to every company.
- No one being responsible for sponsors after the deal is signed.
- Not reporting results to existing partners.
Checklist.
- Revenue goals and division of responsibility
- Sponsorship packages
- Prospect list with status
- Sales material
- Agreement template
- Sponsor care routine
How we work
We represent rights holders and match them with the right companies so the partnership becomes long-term and credible. Sales start with a well-packaged offer.
How the method is used in practice
FAQ.
01How does a club find new sponsors?
By listing companies that reach the same target audience, using the network among members and partners, and tailoring the proposal to each company's goals.
02Can you get help with sponsorship sales?
Yes. Brons Sports can represent clubs, federations and rights holders in sales and match them with the right companies.
03How do you increase revenue from existing sponsors?
With good sponsor care, clear reporting and new activation ideas that help the sponsor reach their goals.