Sponsorship is one of the most talked-about parts of the business of sport, and one of the most misunderstood. Done well, it is a genuine partnership that delivers for both sides. Done badly, it is a logo on a shirt that nobody thinks about again.
Start with strategy, not the logo
Before anyone talks about placement or price, both sides should be clear on what they actually want. A brand needs to know what sponsorship is meant to achieve. A club needs to know what it can genuinely offer beyond exposure. The best deals start from objectives, not from an asking price.
Valuation that stands up
A fair, grounded valuation — based on reach, engagement and what is actually being offered — protects both parties. If a number cannot be explained, it will not hold.
The right partner beats the biggest one
A smaller, well-matched partnership usually outperforms a large, mismatched one. Fit — of audience, values and ambition — is what turns a transaction into a relationship that renews.
Activation is where value is made
A signed deal is the start, not the finish. Activation — the campaigns, content and experiences built around a partnership — is where value is delivered. Planning that from the outset, and setting out how it will be measured, is what separates sponsorship that works from sponsorship that quietly lapses.