Sponsorship is becoming increasingly sophisticated.
These days, brands and potential sponsors seek much more rounded and multi-faceted partnerships that will provide them with a genuine return on investment. Fewer and fewer rugby sponsors are content with just branding on kit and some tickets to matches.
The information on this webpage, and in the various guides/template documents provide a comprehensive suite of materials for clubs, at all levels, to secure new sponsors & partners but also offers advice on how you can achieve more from existing sponsors.
The information has been developed to help clubs throughout England navigate the tricky path to landing and keeping valuable sponsors. This includes the following topics:
Sponsorship top tips
- What sponsor see as important and what they want
- Maximising the value of your commercial assets and what to offer sponsors
- Building engaging sponsorship packages
- Creating sponsorship sales materials that stand out from the crowd
- Identifying potential sponsors
- Tackling the challenge of what to charge
- How to negotiate deals and agree sponsorship contracts
- How to manage and keep sponsors happy – making sure that deals last for a long time
- This page contains a range of support materials from the ‘Essentials’ to the topics that can ‘Take your Sponsorships to the next level’.
- In summary, with more and more clubs (not just in rugby) hunting for those all-important sponsors in what is a tough environment, the resources on this page will help give you a vital step-up to success!
Sponsorship essentials
In this section you will find a ‘Setting the foundations’ guide which gives key information on what to consider for any sponsorship. The guide includes key takeaways and tasks for your club to think about. Also, in this section you’ll find four downloadable PowerPoint sales templates your club can use to help sell your club to potential sponsors. There’s also a short introduction guide on how to use the templates.
- Sponsorship Sales Template Guide
- A B2B Sales Template - teaser document
- A B2C Sales Template - teaser document
- A B2B Sales Template - full document
- A B2C Sales Template - full document
- Sales Script - template
- Club Asset Register - template
- Draft Sponsorship Agreement
Take your sponsorship to the next level
In this section you will find comprehensive guides which dig into the key areas of sponsorship. Each of the guides provides you with key takeaways and top tips to really take your sponsorship to the next level.
Key areas to consider:
- What to offer a sponsor
- How to stand out in a crowded marketplace
- How to make good first impressions
- How to prepare for a meeting, and finalising a deal
- What to charge a sponsor
- Resourcing a sponsorship
- How to measure success
- The sponsorship landscape today
- Women’s sport and sponsorship
- Glossary of terms
Should you prefer, each of the sections above can also be found in one single compendium here: Sponsorship Compendium
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