Business Directory

Browse the Directory

Sign Up to the Directory

FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

Attracting A Grassroots Sponsor – Why Community Values Outweigh Brand Exposure

Tue 11th Jul 2017 | Football Sponsorship

Helping the local community is the main reason why businesses would sponsor a grassroots football team, dispelling the belief that companies are driven by financial reward.

This was revealed in a survey carried out by teamwear supplier Kitlocker asking 504 small businesses what would motivate them to sponsor an amateur or Sunday league club.

This result suggests that the best way for clubs to pitch sponsorship to businesses is not to talk about the financial reward, but the community benefits.

Toby Vernon, Partner at CPP, who have sponsored South Yorkshire team Ecclesall Rangers for the last four seasons agreed with these findings.

“For me, the main driver has never been based on any financial benefit and I suspect this goes for most businesses who sponsor grass roots football,” said Toby.

“I am driven by wanting to support youth football and the benefits this brings to local communities.”

This insight is invaluable for club managers who are constantly on the lookout for new or additional sponsors, especially as attracting sponsors can be one of the most time consuming, not to mention frustrating parts of the job.

Having a family connection to a team is also one of the main reasons for sponsorship. This was verified by Darren Large, manager of Tinsley FC. After receiving no success from approaching numerous local businesses, Darren realised that the answer to securing sponsorship was much closer to home.

He said: “We are fortunate to have a fantastic parent group at the Club who have managed to secure sponsorship with their own network of contacts, and a number of whom are self-employed, which helps!”

Interestingly, the survey also highlighted that 10% of business owners don’t sponsor a team purely because they haven’t been asked. This is great news for clubs, as it highlights that there are a more potential sponsors out there just waiting to be approached.

Mike Kent, MD at Kitlocker believes that: “Observing these insights will clearly put grassroots managers in a much better position to pitch to potential sponsors, reducing both the time and stress spent in securing funding.”

Read the full article HERE

Posted by: Aaron Gourley 

If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk

To subscribe to our range of football newsletters including news, products and jobs CLICK HERE.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Angry Birds becomes Everton’s first shirt sleeve partner

Mon 18th Sep 2017 | Football Sponsorship

Everton has signed a multi-year shirt sleeve partnership with Rovio Entertainment - the games giant behind the Angry Birds franchise. The Angry Birds logo will debut on the left sleeve of the Everton...

Crystal Palace Gets To Grip With Apollo Tyres Partnership

Thu 14th Sep 2017 | Football Sponsorship

Crystal Palace FC has announced Apollo Tyres as the Official Tyre Partner of the Club. Throughout the partnership with Crystal Palace, Apollo Tyres will have a significant presence at all the...

AFC Fylde Launches Innovative Education Programme With Mcdonald’s

Fri 8th Sep 2017 | Football Sponsorship

AFC Fylde Community Foundation is launching a new partnership with McDonald’s, to deliver a unique education programme for football coaches throughout Blackpool, Fylde and Wyre. Launching in...

Brighton & Hove Albion Sign JD As Shirt Sleeve Sponsor

Thu 7th Sep 2017 | Football Sponsorship

Premier League new boys Brighton & Hove Albion have signed sports fashion retailer JD as their first shirt sleeve sponsor. JD’s logo will feature on the left sleeve of Albion’s home,...