For your sponsors to keep coming back and renew their contract with you, it is essential to not only meet the deliverables but to also go above and beyond and making the experience better for them in terms of value you provide to them as a club/team. When there is no value addition, clients tend to draw away. Make sure to set clear goals and act to achieve them with utmost sincerity.

Exceeding expectations is another cornerstone of success. If a sponsor is expecting a certain level of visibility or engagement, I'll aim to go beyond by introducing them to new opportunities or showcasing additional exposure that wasn’t initially part of the deal. For example, leveraging social media or involving them in unexpected activations during the event can demonstrate that their investment is being maximized. Regular communication is also vital. I’ve found that keeping sponsors in the loop about milestones, successes, and any potential improvements helps them feel connected and reassured that their partnership is yielding tangible results.

Any long-term relationship requires consistency and trust. Whether looking for long-term employees, clients or sponsors, you must sell them your vision and deliver on your promises. Attract and fulfil.

Building a genuine relationship goes beyond business transactions. Stay connected, understand their evolving goals, and show you’re invested in their success. Regular check-ins (not just around renewal time) make them feel valued and part of the team.

Ensure successful sponsor renewals with: Clear communication: Open dialogue, mutual benefits. Nurturing: Regular check-ins, data-driven insights, customization. Delivery: Exceed expectations, transparency, adaptability. Value: Showcase impact, third-party validation, quantifiable results. Trust: Reliability, integrity, long-term perspective. Renewal: Proactive engagement, anticipate needs, offer incentives.