How to get a sports sponsorship for your team

Uniforms don’t pay for themselves. But just because your team is tight on cash doesn’t mean you shouldn't roll up to the championship game looking your best. All you need is a sponsor.

The good news is that people are crazy about sports, so plenty of fans in your community may be willing to help. The ball’s in your court now – all you have to do is ask.

Asking for a favor, especially one involving money, can be nerve-wracking. But we’re here to walk you through how to get a sports sponsorship. Once you know the amount you’re hoping to raise and who you want to ask for help, approaching your community for a favor will feel a lot less stressful.

Types of sponsorships

Not sure how to ask for a sports sponsorship? The first step is determining exactly what you need. Let’s look at some common sponsorship types:

• Material sponsorships: Material or in-kind sponsorships cover uniforms, training equipment, transportation, fields, and facilities use, and pretty much any other item or space for which you can determine a finite cost.
• Financial support: The cost of running a team goes beyond material items. You might want to purchase advertisements or build up a rainy-day fund for unforeseen expenses. Ask donors for general financial support so you’ll have more flexibility with the sponsorship dollars.
• Media coverage: Spread excitement about your upcoming tournament by running a marketing campaign. Ask sponsors for help funding the campaign, whether you need financial support for an influencer ad on social media or hosting fees for your team’s website.

What’s in it for sponsors?

Kindness may be all the motivation some sponsors need. But a few perks may help sweeten the deal. Here’s what sponsors can get in return for their support:

• Benefits and promotions, such as season tickets or a branded jersey
• Brand advertising when their logo appears on signage and athletes' uniforms
• Visibility on social media or other virtual spaces when collaborating with teams on ads

How to get a sponsorship for sports

It’s time to get organized. Going in unprepared is the only thing more nerve-wracking than asking for a favor. Here’s how to set yourself up for success when asking community members to fund your sports team:

• Outline your needs: Saying your team needs new uniforms isn’t specific enough. How many do you need, and how much do they cost? Write out all the details and specify whether this will be a one-time or recurring expense. If you need continuous support, such as the provision of refreshments at every game, explain what the service will entail and how long the engagement is expected to last.
• Know the costs: Once you’ve outlined your needs, it’s time to start calculating costs and organizing them in a spreadsheet. In the refreshments example, you’d need to find out how much snacks and beverages cost and if there are any fees for set-up and delivery. Don’t forget to include taxes and gratuity. The final total will determine the financial goal you’re working toward.
• Create tiered packages: An “angel investor” might swoop in to cover all your team expenses, but most sponsorships function by piecing together support from different sources. Make it easy for potential sponsors by creating pledge packages. For example, if you’re aiming to raise $10,000, you could offer small sponsorship packages of $50 to $100 in addition to larger pledge options that would quickly move the needle toward reaching your goal.
• Make a sponsorship proposal: Nervous about approaching sponsors? Let a polished presentation do the talking. Tell your audience a little about your team and its values, and explain the goals of your sponsorship drive. Include contact information and information about the different package denominations you offer.
• Make a game plan: Make a list of the companies or business owners you’d like to ask for help. Aim high and include more names than you need. Try generating more interest than you need so you don’t fall short. Then, call or email around to the names on your list and schedule brief meetings to make your pitch.

Tips for scoring sponsorships

Now that you’re a pro on sponsorship types and planning tactics, you’re one step closer to acquiring those fresh new uniforms. We’ve got a few final tips to keep in mind to help you secure the support you need:

• Think local: Instead of trying to land Fortune 500 sponsors, focus on businesses in the local community that could benefit from a partnership with you. They’ll enjoy the satisfaction of helping a neighborhood team win. Local businesses also tend to be the best companies for youth sports sponsorships.
• Elect a sponsorship manager: You know that person on your softball team who also went to business school? Share what you’ve learned about how to get team sponsors and put them to work as the sponsorship manager for your sports organization, directing everyone involved on tasks such as researching the costs of the items you need and reaching out to potential sponsors.
• Be flexible: Even if you ask for a specific type of sponsorship, be open-minded to whatever a sponsor is willing to give. They may not want to provide cash but could donate a post-game buffet or new tires for the team bus.
• Use social media: Social media is the 21st-century phonebook, so search up local businesses that might be good candidates for sponsorship deals. Before you reach out, ensure the team’s profile is in tip-top shape with high-quality photos of your team and a well-written bio. Make sure the bio includes a link to your team’s webpage and other social media profiles so sponsors can easily find more information about the organization and any opportunities you’re seeking.