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Case studies
Structuring the sponsorship of a first-division sports club
Complete overhaul of the partner offer: rights valuation, package hierarchy and activation plan.
The challenge
The club was selling advertising boards, not partnerships. Contracts renewed downwards every season and no sponsor stayed beyond two financial years.
Our intervention
We first quantified what the club was actually selling: live audience, broadcast audience, database, player access, hospitality. Many of these rights were never invoiced.
The offer was rebuilt into three clear tiers, each with a written activation plan. Partners no longer signed for visibility, they signed a programme — and knew from day one what they would do with it.
Results
- Sponsorship revenue up over two consecutive seasons
- Average contract length raised from 1 to 3 seasons
- Two long-standing partners upgraded to the higher tier
- Hospitality programme created from scratch
