Whether you're coaching a junior soccer team, managing a high school netball squad, or are part of a competitive amateur club, securing sponsorship can make a big difference in reaching your goals. From new uniforms to travel costs and tournament entry fees, sponsorship can ease the financial burden on players and families, while also strengthening ties between your team and the wider community.

In this guide, we'll break down what team sponsorship actually is, the different types available, and a practical step-by-step process to help you find, pitch, and maintain successful sponsor partnerships.

How Sponsorship Works

What is Team Sponsorship?

Team sponsorship is a mutually beneficial partnership where a business or brand provides support, either financial or product-based, in return for promotion and engagement from your team. Unlike a donation, sponsorship is a strategic relationship that delivers value for both parties.

For a sponsor, it could mean brand exposure at matches, recognition in club newsletters, or the goodwill of supporting youth and grassroots sport. For the team, it can mean new kits, help with registration fees, or support for travel to interstate or even international competitions.

Types of Sponsorship Available

Every team's needs are different, and fortunately, so are the types of sponsorships on offer. The most common forms of team sponsorships are:

• Financial Sponsorship
  Straightforward funding, used for uniforms, equipment, transport, coaching or tournament entry.
• Product Sponsorship
  Brands may provide gear like jerseys, balls, shoes, hydration products, supplements, or training equipment in return for visibility on club socials or newsletters.
• Service Sponsorship
  Some sponsors might offer services like physiotherapy, gym access, printing for team materials, or catering for club events.
• Media or Promotion Sponsorship
  Local newspapers, content creators, or marketing businesses might offer exposure, social content, or livestreaming of matches if you can deliver a pitch that benefits them too.
• Facility Sponsorship
  A business may help pay for hire costs or contribute to upgrading your facilities in exchange for naming rights or signage.

How to Get Sponsored: A Step-by-Step Guide for Teams

Getting sponsorships takes planning, teamwork and clear communication. It's also crucial to be aware and up to date with any sponsorship procedures that are in place. These are often implemented at a state level. For example, Victoria has regulations surrounding sponsorship and funding delivered to schools and their teams, as does New South Wales and Queensland.

Once that's done, here's how to make sure your team stands out:

1. Know What You Need

The first step is to get clear on what kind of support your team is actually looking for. Do you need funding for new uniforms? Assistance with travel costs to an upcoming tournament? Or maybe access to facilities, physiotherapy, or even promotional help to grow your team's profile? Whatever it is, make a list of your team's key needs and how sponsorship could help. Having a clear sense of purpose will not only shape your approach but also show potential sponsors that you're organised and focused.

2. Identify Potential Sponsors

Next, think about who might be a good fit to support your team. You don't need to go straight to major national brands, some of the best sponsorships come from local businesses who value community involvement. Consider nearby cafes, gyms, or retailers who already have ties to your club or school. Maybe a player's parent owns a local business, or perhaps there's an organisation you regularly support that might be open to giving back. You can also research online for companies offering sponsorship for sport, particularly those already involved in youth or amateur competitions.

3. Do Your Research

Once you've got a shortlist of potential sponsors, take the time to learn more about each one. What are their values? Do they support any local initiatives? What kind of image are they projecting? The more you understand about a brand, the easier it is to show them why sponsoring your team makes sense. This is your chance to align your team's goals with the sponsor's mission and demonstrate how the partnership could help both sides reach their objectives.

4. Craft a Winning Proposal

With your research complete, it's time to put together a sponsorship proposal. This doesn't need to be a long, complicated document. It should be clear, professional, and to the point. Start by introducing your team: who you are, what sport you play, and what level you're competing at. Share any recent successes or upcoming events to show momentum.

Then, outline the kind of support you're seeking and explain exactly how the sponsor would benefit. That might include having their logo on team jerseys, shout-outs on social media, or recognition at events or in club newsletters. The key is to show that this isn't just about receiving support. It's a mutually beneficial partnership that can also promote their organisations.

5. Build Relationships First

Before you hit send on your proposal, try to establish a connection. Reaching out cold can work, but your chances are much higher if the sponsor already hows who you are. Visit their business, introduce yourself at a local event, or strike up a conversation online. Even a brief chat beforehand can lay the groundwork for a more receptive, engaged response. Think of sponsorship as a relationship, not a transaction. It's stronger when it starts with a real connection.

Staying Sponsored: Keep the Relationship Strong

Securing a sponsor is just the start. Ongoing communication and appreciation go a long way toward keeping a sponsor on board season after season.

Here's how to nurture the partnership:

• Stay in touch: Update sponsors on your progress, results, and team milestones throughout the season.
• Deliver on your promises: Whether it's signage, social media posts, or event appearances, make sure you follow through.
• Say 'thank you': Publicly thank your sponsors at events, in newsletters, and online. A small gesture of gratitude can go a long way.
• Share the impact: Show them how their support made a difference. Did it help your team travel, grow, or win? Include photos or testimonials where possible.

Integrating Sponsorship into Your Fundraising Approach

Sponsorship can be a game-changer for teams at all levels, from grassroots clubs to rising elite squads. With the right approach and a clear understanding of what you can offer, your team can build meaningful partnerships that last well beyond a single season. Together with your online fundraising campaign, sponsorship can help your team reach its financial goals.

Looking for a simple way to manage team fundraising? ASF makes it easy. Start fundraising with the ASF today and turn community sport into real results.