You're tasked with securing a sponsorship for a local sports team. How can you negotiate a win-win deal?

Creativity in finding the value your team can offer potential sponsors is crucial, especially for a new team without visible assets or a proven track record. Market research is essential to understand what other teams are offering and where opportunities lie. If traditional sponsorship routes aren’t viable, consider creating a social project that aligns with sponsors interested in social impact rather than commercial gain. By positioning your team as a force for good, you can attract sponsors who value community engagement, creating a unique value proposition that differentiates your team and fosters long-term partnerships.

To negotiate a win-win sponsorship deal, focus on aligning your team's strengths with the sponsor's needs. Highlight Unique Value Emphasize what makes your team special, such as strong community ties, fan loyalty, or media reach. Tailor your pitch to show how these attributes can boost the sponsor's brand. Align with Sponsor’s Goals Understand the sponsor's marketing objectives. Demonstrate how partnering with your team will help them achieve their goals, ensuring they see a clear return on investment. Propose Mutual Benefits Offer creative ways for the sponsor to engage with your audience. Suggest promotions or events that provide value to both parties, ensuring a partnership that benefits everyone involved.

One key aspect is demonstrating how a partnership with our team could provide a tangible return on investment. We did this by offering tailored sponsorship packages that included everything from social media shoutouts to event naming rights, showing sponsors exactly how their investment would be utilized to maximize exposure. Understanding and communicating our team’s unique value wasn't just about winning games; it was about showcasing how we could be a powerful marketing tool for the right sponsor. By aligning our strengths with what potential sponsors were looking for, we laid the groundwork for successful partnerships that were beneficial for both sides.

Securing local sponsorship for your sports team or event is all about building relationships and showing businesses how they can benefit from supporting you. By focusing on what you can offer and building strong, personal relationships with local businesses, you’ll have a better chance of securing the sponsorship you need.

Com certeza uma equipe esportiva possui valores que importam para um possível patrocinador, não importando o tamanho, localidade ou esporte/modalidade da sua equipe, pois de alguma forma ela terá relação com fãs e isso é o que busca um patrocinador. Importante entender os objetivos do patrocinador, para oferecer o que ele está buscando, que pode ser aumento de visibilidade/fortalecimento da marca (Brand awareness), engajamento com a comunidade local ou alcance de um público-alvo específico. identificando o valor da sua equipe e como ela pode ajudar o patrocinador a alcançar seus objetivos, farão que uma parceria seja de ganha-ganha

To secure the right sponsors, it's essential to target those that align with your team's values and goals. Identify Aligned Businesses Seek out companies that share your team’s values and have a history of supporting local initiatives. These businesses are more likely to be interested in a partnership. Understand Their Marketing Goals Research potential sponsors' marketing strategies. Show how your team can enhance their marketing efforts and align with their existing objectives. Present Compelling Data Prepare data on your team’s reach and community impact. This will demonstrate the value of sponsorship and help gauge the sponsor's interest and capacity to invest.

Identificar o parceiro mais coerente com a proposta, é também gerar valor sobre a negociação. A relação produto-marca-clube não pode ser apenas comercial, ela precisa fazer sentindo para quem a vê.

An additional approach could be identifying potential sponsors looking to expand their presence in specific markets where the team has strong influence. This can be a compelling argument for companies aiming to increase their regional market share.

Target sponsors whose brand values align with the team’s culture and community presence. For example, a sportswear brand focusing on sustainability could be an excellent fit for a team known for its environmental initiatives. Think beyond typical sports brands. Consider targeting local tech companies, health and wellness brands, or even eco-friendly businesses that might be looking to break into the sports market.

I believe it’s valuable to include examples of successful past partnerships, if available, to demonstrate how the team has effectively worked with sponsors before. These examples can prove the team’s ability to meet expectations and deliver a positive ROI.

Sua empresa precisa ser a escolha óbvia. Ser a única escolha possível. Apresentar os diferenciais, reforçar os pontos positivos, e principalmente criar a narrativa de simbiose entre patrocinador e clube.

As someone who has sold sponsorships for a local sports team before, one important thing is having levels of sponsorship. Instead of arbitrarily coming up with a number that differs from company to company, you have set price levels for different tiers of sponsorship. Typically, three/four levels seem to be the sweet spot. By having these different levels, the sponsor can learn about the benefits that they gain from each sponsorship tier, and decide what makes the most sense for them and their company. It's a win-win for everyone.

A condição de win-win pode muitas vezes ser traiçoeira. É muito normal(e natural do ser humano) que todos os lados tentem sair ganhando em uma relação de parceria, mas ser maleável e ao mesmo passo ser coerente naquilo que se deseja, é primordial para que essa fase de acordo não termine em um desastre total em uma parceria.

Propose performance-based sponsorships where certain benefits are tied to the team’s success on the field, such as additional exposure for the sponsor if the team makes the playoffs or wins a championship.

Securing a sponsorship and not building a relationship with the sponsor is one of the quickest ways to make sure it doesn't get renewed. A sponsorship is more than the initial check you get from the sponsor; it's a partnership between a sports team and someone investing in your success. Not only do you need to deliver on advertising them, but you need to make sure you build a genuine relationship with the sponsor. Having a good relationship with a sponsor is beneficial in so many ways. It creates goodwill and means positive recommendations in the future, more fans of your sports team, and gives you more leeway if trouble arises.

Parcerias que dão certo tendem a acontecer novamente. Aqui não existem meias palavras. Feedback é a chave do negócio, e faze-lo de forma espontânea e natural, causa boa impressão junto ao patrocinador. E patrocinador impactado é sinônimo de renovação. Não tem erro !

Offer sponsors exclusive access to team events, practices, or behind-the-scenes content that they can use for their own marketing purposes, fostering a deeper connection with the team.

When it’s time to renew, offer something new—perhaps the introduction of a joint product line, co-branded merchandise, or a sponsored community initiative that further solidifies the relationship.