Attracting a sponsor for a grassroots football team

Q: What are sponsorships in sports?

Put very simply, a sponsorship in football, and sport in general, is a business providing funds to a team to help them buy essential assets such as team kits, equipment, training facilities and even travel to and from matches. In return for this investment, the sponsor will receive extensive advertising across the club, the team kit, in a newsletter or programme, online and so on. This association can prove a great way for businesses to demonstrate good corporate social responsibility, boosting their reputation, whilst also helping commercially too.

Q: Why is sponsorship in football important?

Sponsorship is important for a football club as it can help to fund necessities to ensure the club can continue to run. Not only does it provide the means for your club and team to operate, but it also, on a vanity level, demonstrates that you’re a professional club. Having this type of support from a business can take the financial strain off your shoulders, leaving more time for you to focus on performance, training and matches. A football sponsorship works both ways, giving a brand great exposure and a football team the means to focus on the sport.

Q: How do you get a team sponsor?

Instead, we recommend showing initiative and actively searching for football club sponsors to approach. In this scenario, you are left with the power of choice and can find a football sponsor that aligns with your values and goals more closely, making this method of finding a football sponsor even more valuable.

Q: What companies should you approach for sponsorship?

The next step is to come up with a ‘target list’ of companies to approach about sponsorship. A good place to start is looking for new companies in need of exposure to help them build brand awareness, particularly if they are a local business. You can also look to your competitor clubs and target their sponsors’ competitors. It’s good to approach businesses where you will be able to speak directly with the decision maker, so don’t aim too high into a big corporation.

Q: How do you ask for sponsorship?

Firstly, you’ll need to have your shiny new sponsorship package to hand. You will then need to accompany this with a sponsorship letter, the overall purpose of which is to introduce your team, outline the benefits of sponsorship in football as an advertising investment and appeal to them to become football sponsors of your team.

Q: How do I write a sponsorship letter?

Begin with a solid introduction that outlines the club, the story behind it in terms of how it all started, the impact the club has on the local community, how it helps youth and provides opportunities in sports and all of the good work that your club does. Introduce the team, their age ranges, why they love being part of the club and what makes you different from the rest.

Securing sponsorships for your grassroots football team can have many benefits, from covering the cost of pitch hires to covering the cost of a new team kit. It’s a good idea to start thinking about getting a sponsor as soon as possible so you can reap these benefits and receive financial support for club improvements. Without prior experience, it can feel overwhelming to try and source a sponsor, especially if you don’t know where to start or who to approach.

We’ve created this useful guide to help you navigate each step of finding a sponsor, and to help you pick the right one for your team. We’ve outlined everything from where to find sponsorships to key considerations when pitching to a potential sponsor for your grassroots football team.

Benefits of having a sponsor for your grassroots football team

It’s important to note that the benefits of sponsorships work both ways, it can help support local and national businesses by advertising their brand as well as provide financial support and improve performance on the pitch.

Having a sponsor for your grassroots football team can fund full seasons and help ensure the club has all its necessities. It can take a lot of the financial strain off of your shoulders so you can focus more on training and matches. Without this essential funding, it can limit the local sporting opportunities in the area.

Aside from giving you the relevant funds you need for operating your club, having backing from a business can also add more established credibility to your club by demonstrating a sense of professionalism. This is great if you want to be taken more seriously by future sponsors and businesses.

Where to find a sponsor for your grassroots football team

Businesses may approach you before you start looking, but we don’t recommend waiting around for opportunities. There’s no guarantee a business will offer you a sponsorship anytime soon, and if your club is struggling financially you won't want to miss opportunities.

We recommend taking the initiative and actively looking for sponsors yourself. You can find sponsors both online and in person. Try joining networking and social media sites to find businesses. You can also attend local business and community events to meet people and find potential sponsors.

For teams based in smaller towns, options may be limited and it may be harder to find sponsors in person. Social media plays a crucial role for any small-town grassroots team. Even the smallest teams can gain big social media followings from sharing their stories. It’s a great way to open yourself up for sponsorship opportunities, as it will allow businesses to find and connect with you.

A great place to start when looking for sponsorships is new businesses. They are typically the ones most in need of exposure. In this case, small, local businesses would be best for this as the partnership will equally benefit both the business and the club.

What to think about when choosing a sponsorship for a grassroots football team

If you’re looking for dedicated sponsors then you’ll need to find the right ones for your team. You’ll want to think about who your target demographic is. Who are the people who come to your matches? Who are the players? Think about what their interests might be and what companies and products might appeal to them the most. Thinking about this will benefit your audience and make it more likely that the sponsor will stick around for longer.

Once you’ve established this and you’re ready to start picking which businesses to approach, one of the first things to consider is if they have the same values and goals as your club. For example, if your club values teamwork or honesty then you’ll want to search for businesses that have the same moral ethos. This can make a great key selling point when pitching to them as businesses love working with companies and people who share their values.

You may also want to consider the company's financial situation and if you think it is viable for them to sponsor your club. They may not fit in with the prestige of your club. Will they be able to meet the needs of your team, such as funding full seasons or offering smaller sums for equipment upgrades?

We recommend making a list of what you’re looking for to demonstrate to sponsors what you will need the funding for. This will also help you to identify potential sponsors more easily. If you’re still unsure of what businesses to approach for your grassroots football team sponsorship, then a great place to start is sports and health businesses. They will naturally share your values and interests and your audience will be a great match for them.

How to approach a business about a sponsorship

Just like when preparing for your matches, you’ll need a game plan. Start by creating a sponsorship package that demonstrates the key areas a company can get involved and for what price. Be honest about prices throughout the pitch and provide options for them to choose from, this will make your pitch seem a lot more appealing. Supplying them with options will also make them more likely to get involved with your club.

Secondly, you’ll need to do your research. You want to appear professional during your pitch and the best way to do this is with numbers. Give them an estimate of how many people come to your matches, and how many followers you have on your team's social media page. Anything that involves how many people you will be exposing their brand to will be a great advantage when pitching.

Make sure you maximise your team's appeal, from the colour of your kit down to the location of your club. Think of everything that may be a benefit to their business. For example, is your kit a colour that the town has an affinity with, or does it have a creative flair that may make it stand out among the rest? These are likely to have a large appeal to your potential sponsors.

To help you identify your key selling points and what your club can offer their business, here are a few ideas of things you can sell to them in your pitch:

Logos on your team jersey
Logos on your team's website
Logos elsewhere on your team kit
Different prices for sizes on the team kit
Company banners displayed beside the pitch
Promoting the company on the team's social media
Inclusion in club events
A booth or box or special seating at your club for the company
Sponsored giveaways

Make sure to help them visualise how your club can fit into their existing marketing. It’s crucial to take the time to get to know them and their business. Learn about their brand messaging, and their previous activities and use that to come up with ways that you can collaborate with them.

What your grassroots team can offer a sponsor

There are a wide range of reasons why a business would want to sponsor your grassroots football team that goes beyond visibility. In your pitch, you’ll want to ensure you’re offering them more than just that one benefit. However, if this is your first time approaching a football sponsor you may find it tricky to think up other key selling points for your club. So, we have created a helpful list to help you get the ball rolling and secure those sponsorship deals.

Storytelling opportunity - storytelling is a great marketing tactic and something most businesses look for. If your grassroots football team is a big part of the community then your club can be the perfect opportunity for sponsors who align with community values. Even if you’re just actively sharing your team's stories on social media, for a brand to get involved with the story is a great way to gain exposure and credibility with the club's loyal fans.

Branding opportunities on your kit - How much space do you have for a logo on your kit alongside the team's crest, think about the colour of your kit, does it match well with the brand's logo? For example, putting a red company logo on a red shirt will make the sponsorship less effective. Showing that you have thought about this shows a great level of professionalism and will appeal to businesses.

What can your team provide that others can't? - Do your values align with the business? If they care about sustainability how does your team fit in with that brand? Does your team have an engaged social media following? Make sure you know your key selling points.

Giving back to your community - A lot of grassroots teams are non-profit organizations and sponsoring one is a great way to get involved and give back to your community as well as being a low-cost marketing tactic. This will especially appeal to a lot of new and growing businesses.

Creating customisable kits - A great way to get your sponsor onboard is to be open to making custom kits with them. It offers an opportunity to work together on a kit that will enhance your team's performance and boost the company's visibility by incorporating their colours and logo. If you’re looking for some high-quality customisable kits we at Avec Sports have plenty of great selections and would love to work with you. Head to our custom football kit page to learn more about prices, options and enquiries.

Keeping a sponsor on board

Now that you have a sponsor you need to give them reasons to continue their investment in your team. The last thing you want is to lose them after all your hard work. Building relationships with the business is a great way to keep a sponsor onboard. Regular check-ups and meetings are a great way to show a sponsor that you value their involvement. Try bringing ideas to the table for them and including them in your social media posts. It will show your club is engaged and willing to support their company this will help to ensure long-term partnership success.

Get the perfect kit for your grassroots football team

Getting a sponsor opens up a lot of financial opportunities and is essential for the survival of any grassroots football team. It will help you fund full seasons and keep the club running smoothly. Once you’ve got your first sponsor in the bag, you’ll want to upgrade your team's kit and accessories. Having the best gear will enhance your team's performance and here at Avec Sport, we have customisable football collections to suit all your team needs from training to match days.