When you see a sports team’s new kit or stadium, do you ever wonder where the money comes from? Sponsorship agreements are big funders of sports clubs. Just this year the Premier League clubs earned £462.5m from shirt and sleeve sponsorship deals alone this season.
Corporate sponsorship deals have become part and parcel of modern sports and have made the teams we love what they look like today. But these deals don’t just benefit professional teams, they have an impact on a grassroots level too. Here is everything you need to know about sponsorships and their importance in sports:
Why are sponsorships important?
Sponsorships are indeed the reason teams have money for travel expenses and new fan experiences. People think that sponsorships only benefit professional clubs by boosting their profits and potential signings. But this is actually a misconception.
Of course, we enjoy watching matches in brand new stadiums and supporting our favourite team by buying their new football shirts but money from these sponsorship deals supports club’s wider community projects. This includes food bank donations, men’s mental health campaigns, and programmes that help impoverished children take part in sports.
What are the pros of having sponsorship deals?
There are many advantages of sports sponsorship, not just for professional teams but for sponsors and fans too. These include:
1. Brand awareness
Whether it’s a large or small business, having their name attached to a sports team leads to increased publicity and in most cases, more profits. Businesses can promote their brands to millions of people and create efficient advertising campaigns. Their exposure can extend across international television and social media, and custom windscreens for tennis courts.
2. Enhance the fan experiences
With good sponsorship deals come new stadiums, kits, and increased engagement opportunities. Fan bases then get access to positive experiences and can become loyal customers and ambassadors of both the sport and associated brands.
3. Funding for community projects
With funding coming in from big brands, professional sports teams have the opportunity to support the wider community. The Premier League has invested £100m per season in local facilities, education programmes, and charity schemes to inspire a new generation of athletes and sportsmen.
How do football clubs attract sponsors?
Securing a sponsorship deal can be a difficult task for a football club but it involves setting yourself apart from other clubs. Most utilise the resources of their local communities and align with businesses that share common goals.
Meeting potential sponsors in person with a prepared pitch is a great way to make them feel valued. You can convey in person the values of your club and how a club sponsorship will be beneficial to them.
