The Sponsorship Manager

Learning objectives

• Identify the core skills and responsibilities of a sponsorship manager.
• Assess your commercial strengths and the capabilities you need to develop.
• Create a personal development plan focused on confidence, initiative and sales discipline.

Learning objectives

• Position sponsorship as a business investment rather than a charitable contribution.
• Compare a club’s offer with competing channels such as Google and Meta.
• Connect your commercial approach to a sponsor’s marketing objectives.

Learning objectives

• Identify a sponsor’s goals for awareness, engagement and business growth.
• Turn visibility into meaningful connections with supporters.
• Define measurable outcomes and appropriate return-on-investment indicators.

Learning objectives

• Map sponsorship’s contribution to a football club’s revenue mix.
• Explain how commercial partnerships influence a club’s reputation and stability.
• Build a business case for investing in a structured sponsorship operation.

Learning objectives

• Define the club’s positioning, identity and commercial story.
• Translate supporter culture into a compelling proposition for brands.
• Present the club as a premium media and engagement platform.

Learning objectives

• Identify the audience data needed to support a sponsorship proposal.
• Combine stadium attendance, digital reach and supporter profiles.
• Turn verified audience insights into evidence for a commercial pitch.

Learning objectives

• Audit physical, digital and experiential sponsorship assets.
• Organize available assets into a clear commercial inventory.
• Build sponsorship packages that address different brand objectives.

Learning objectives

• Apply valuation methods and benchmarks to sponsorship assets.
• Set package prices based on audience, scarcity and commercial value.
• Evaluate discounts without undermining the value of your offer.

Learning objectives

• Identify the distinctive assets and experiences your club can offer.
• Match your differentiators to a prospective sponsor’s objectives.
• Develop a value proposition that goes beyond logo placement.

Learning objectives

• Structure a sponsorship landing page around a clear commercial offer.
• Equip employees, supporters and agencies to introduce potential partners.
• Create a consistent message across your sales channels.

Learning objectives

• Identify relevant companies across a range of prospecting sources.
• Qualify prospects by brand fit, objectives and commercial potential.
• Build and prioritize a practical sponsorship prospect list.

Learning objectives

• Write a targeted first-contact email with a clear reason to respond.
• Prepare a concise telephone approach and use warm introductions.
• Plan follow-ups that move a qualified prospect toward a meeting.

Learning objectives

• Structure a discovery meeting around the sponsor’s needs and priorities.
• Use the stadium experience to demonstrate the partnership opportunity.
• Respond to objections and agree on concrete next steps toward a deal.

Learning objectives

• Define partnership duration, financial terms and agreed deliverables.
• Assess performance bonuses, barter arrangements and commercial risks.
• Prepare clear contract requirements for review with legal advisers.

Learning objectives

• Plan a structured onboarding process for the first 30 days.
• Coordinate activations that deliver on the agreed partnership objectives.
• Establish regular communication and track delivery to support retention.

Learning objectives

• Identify partnership opportunities in community, fan and academy projects.
• Develop activation concepts that create value for both club and sponsor.
• Outline a project plan with objectives, responsibilities and success measures.

Learning objectives

• Select meaningful metrics linked to the sponsor’s original objectives.
• Build a season report combining evidence, results and a clear narrative.
• Use reporting insights to strengthen the case for partnership renewal.

Learning objectives

• Set up a disciplined process for tracking invoices and collecting payments.
• Plan renewal discussions early enough to protect commercial continuity.
• Prepare a renewal proposal and negotiate the next partnership term.