Adding value for Sponsors

Some local sporting clubs aim to attract sponsors to support the club overall or sponsor a member or player, uniforms, particular events or activities and so forth. There are a number of different strategies that clubs have used to add value to their sponsors via their web presence. Here are some of the most common strategies:

• Show sponsor logos and have a description of their business on the club website. This is the most commonly used approach to recognise sponsors.
• Make sponsors aware of the number of visitors to the club website. This provides them with an idea of the level of exposure they are getting.
• Use the web address, handles and/or hashtags of sponsors to engage them in social media. This not only provides exposure for sponsors, but may also engage them in club activities.
• Where possible, include sponsor logos on club messages, newsletters and emails.
• Set up social media groups that specifically involve sponsors.

Attracting sponsors

Whilst many clubs use their web presence to add value for sponsors, there are fewer that are concerned with using the web to attract sponsors. Here are some tips for those clubs that might be considering the use of the web presence for such a purpose:

• Have an attractive, professional looking website.
• Provide details on how to sponsor the club on the website. This might include details of different sponsorship packages that are available.
• Provide online profiles of high profile members who are part of the club or have been members of the club in the past.
• Do not rely on the web presence itself to attract sponsors. Clubs have indicated that it is good to refer potential sponsors to the web presence after initial contact has been made either face-to-face or by telephone.