Developing a new football sponsorship strategy created by the ban on gambling brands will be a challenge for commercial sales teams. Looking closer to home could be a good place to start.
I have worked on sponsorship projects that have started poorly but finished well when teams have embraced market changes and acted strategically. One check step is to review how your sponsorship will affect your fan base, not your immediate P&L.
When you begin to develop a commercial strategy that will work for investors, partners, fans and the club community creating a framework is a good play:
Firstly Identify through robust fan-based research answers to these questions:
Which brands do you feel should be involved with our club and tell us why?
What benefits would the next club partner help you with?
How can our next partners help our local community?
Tell us about a product you think we should create for fans?
Tell us about a service you would consider using that we do not currently provide?
If you had a dream partner for our club, who would it be and what problem would they help us to eliminate?
I have successfully worked with commercial teams to improve their results by looking at key environments. I like strategic partner plans that generate engagement, repeat business and improved community links to next-generation customers.
_ Engagement
Platforms and interaction are super important. There is a good chance you will have options to create a lot more branded content that partners can use effectively. Think about channels and industry sectors when developing proposals. Target brands that have active competitors where your sponsorship options connect them more creatively.
_ Legacy
Sponsorship is a marathon and not a sprint. Create realistic rights packages where you can over-deliver, leaving your new partners satisfied and ready to commit more.
_ Product & Service
As a former head of football sponsorship for adidas UK , I believe If you don't ask fans what they want you will never shape a long term plan. And, building a live engagement platform for fans that you own is a great way to capture critical data, trends and opinions. Your fans' data and opinions are one of your strongest negotiation and development tools.
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