When I first wrote about sponsorship in content marketing back in 2019, it felt pretty straightforward. Clubs offered sponsorship packages with logos on jerseys, signage around grounds, and maybe a mention in the occasional newsletter. But over the years, I’ve seen how much untapped potential there really is when both clubs and sponsors rethink what sponsorship means.
Today, sponsorship isn’t just about visibility—it’s about storytelling, community involvement, and creating engaging digital content. Let’s dive into how both clubs and sponsors can move beyond logos and start leveraging content marketing strategies that actually drive results.
Why Sponsorship is More Than Just a Logo
I’ve seen it time and time again—clubs relying on the same old sponsorship tactics. Signs at grounds. Logos on uniforms. That’s great, but there’s so much more potential. The real power of sponsorship comes from becoming part of a passionate community.
Think about it: when a club has a loyal, engaged audience, their sponsors have the chance to build brand loyalty too. It’s not just exposure; it’s about genuine connections. For example, when we worked with the Eltham Redbacks in 2024, their senior men’s team promotion wasn’t just a moment of celebration. It became weeks of content—player interviews, behind-the-scenes coverage, and sponsor-branded highlight reels that connected the sponsor directly to the community’s pride.
What Holds Clubs Back from Maximising Sponsorship Value?
The truth is, many grassroots clubs are still missing the mark. I get it—it’s often a mix of lack of awareness and limited resources. Many clubs don’t realise the value they hold with their social media following or how to package it for sponsors.
But here’s the thing: if a club can clearly communicate the size and engagement of their digital audience, they’re holding a powerful sponsorship asset. Knowing your numbers—like average video views, post engagement, and website traffic—can transform the way you attract sponsors.
How Sponsors Can Demand More Value from Sponsorships
Sponsors, you have every right to expect more than just a logo on a jersey. If you want real value, be proactive and ask for opportunities that align with your brand goals.
Start by evaluating the club’s online presence. Do they have an active social media following? Are their posts getting solid engagement? Are they creating content that genuinely connects with their audience? If not, it may be a sign the club doesn’t fully understand its digital potential. But rather than walking away, guide the conversation—this is an opportunity to help clubs realise the untapped value they hold.
For example:
- Match Previews: Ask for naming rights to weekly match previews. Imagine promoting a weekly special for your cafe alongside the preview—like $1 off coffee with a code shared exclusively in the content. This not only promotes your business but also drives measurable audience engagement.
- Coach’s Corner: Sponsor a weekly coach’s update and include your branding in the video while sharing insights from the team. Offer exclusive discounts or special messages from your brand as part of the content.
- Livestream Naming Rights: Sponsor livestream coverage, with pre-game and half-time ad segments for your business. This could be paired with interactive fan experiences, like contests or live shoutouts, to further the engagement.
- Branded Content Series: Work with the club to create a short content series—perhaps highlighting individual players, club milestones, or behind-the-scenes moments—all proudly presented by your brand.
And if you’re concerned about production quality, why not include in your sponsorship agreement that a portion of the fee funds professional media services? It ensures the content looks sharp, aligns with your brand’s professional image, and amplifies the sponsorship’s value across multiple channels. Encourage the club to work with media professionals to produce content that resonates while keeping your brand front and center.
When sponsors shift from passive visibility to active involvement, they can create emotional connections with the community, making their sponsorship a long-term investment rather than a one-off contribution.
Creative Sponsorship Activation Ideas for 2025
If you want to break the mold, here are some creative ideas clubs can pitch to sponsors:
- Post-Game Interviews: After each match, have the sponsor host a short player interview shared on social media with sponsor branding.
- Behind-the-Scenes Content: Give fans a look into training sessions or game day preparation, all branded with the sponsor’s message.
- Highlight Reels: Feature the sponsor’s logo and a short message at the start and end of video highlights.
It’s about becoming part of the story—not just sitting on the sidelines.
Measuring Sponsorship Success: Metrics That Matter
You can’t improve what you don’t measure. Clubs and sponsors need to track results to ensure both parties get value from the partnership. Here are some metrics that matter:
- Clicks and Conversions: Use services like Bit.ly to track clicks and create unique codes for sponsor offers.
- Audience Reach: Track post impressions, video views, and engagement on sponsored content.
- Referral Traffic: Set up UTM codes in Google Analytics to monitor traffic driven by sponsored posts.
Steps for Clubs to Make Themselves Attractive to Sponsors
If you’re a club looking to secure more valuable sponsorships, here’s what I recommend:
- Know Your Audience: Track your audience size, engagement, and post reach. Present this clearly to sponsors.
- Package Creatively: Don’t just offer static packages. Build custom options for video sponsorship, social media shoutouts, and event coverage.
- Show Long-Term Value: Highlight how your sponsorship packages offer consistent brand visibility throughout the season.
Building Long-Term Sponsorship Relationships
The key to effective sponsorship isn’t just a one-off transaction—it’s about building lasting, mutually beneficial partnerships that create genuine impact for both the club and the sponsor.
Sponsors and clubs both need to stop thinking of sponsorship as a single exposure point. Instead, sponsorship should be viewed as a collaboration, an opportunity to become embedded in the fabric of the community. When sponsors invest in a club, they’re investing in a passionate audience who already has strong loyalty to the organisation. Smart sponsorship should tap into that emotional connection—whether through co-branded video content, sponsored interviews, or regular branded updates that showcase shared values.
By creating content that builds goodwill, strengthens community ties, and offers ongoing value—like exclusive deals, behind-the-scenes content, or sponsored player spotlights—sponsorship transforms into a strategic marketing powerhouse rather than a passive branding opportunity. The possibilities are limitless when both sides think creatively and commit to building genuine, long-term relationships.
Make Sponsorship Work for You in 2025
Sponsorship in 2025 needs to be more than just a logo. It’s about building relationships, leveraging content channels effectively, and creating storytelling moments that resonate.
If you’re ready to elevate your sponsorship strategy and need help crafting content that drives results, let Content Hype help you take your next step. Let’s turn your sponsorship into a powerful marketing asset.
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