How to keep your sponsors coming back

Keeping a sponsor is easier than finding a new one. It mostly comes down to doing what you said, and showing them you did it.

Every new sponsor takes time to find and sign. A sponsor who renews takes a phone call. That is why looking after the sponsors you already have is some of the best work a sponsorship lead can do.

Renewal starts on day one

The decision to renew is made during the season, not at the end of it. If the sponsor felt looked after and saw their name where you promised, the renewal is easy. If they never heard from you after the invoice, it is hard.

Give them one contact

Name one person in the club as the sponsor's contact, and tell the sponsor who it is. One person who answers the phone is worth more than a committee that all mean well.

Say thank you properly

A thank you email or call within a few days of signing
A welcome post on your social page, tagging the business
A mention at the next club day or game

Ask first before you post. Some owners like a big welcome, some prefer something quiet.

Deliver what you promised

Use your asset inventory and rate card as a checklist. For each sponsor, write down what they were promised and tick it off when it happens. Logo on the website, the banner up, the social posts done, the award named at prizegiving. If something slips, tell them before they notice and fix it.

Show them it happened

Sponsors cannot be at every game. Send them proof:

Photos of their banner, their logo on the kit and the team in action
Links to the posts where you tagged them
A short note after a big day, like a tournament or a final

A quick message once a month is plenty. Keep it short and friendly.

Invite them in

Ask your sponsors to a home game, prizegiving or the end of season function. Let them meet the players and families their money helps. People renew relationships, not logos.

Send an end of season summary

At the end of the season, send each sponsor a one page summary. Keep it honest and simple:

What their money paid for, with a photo
What they were promised and what was delivered
A few of the best photos and posts
A thank you from the team or the players

Only include numbers you can back, like the number of games played or the number of posts made. Do not guess at how many people saw a sign.

Ask about next season early

Have the renewal conversation before the season ends, while the good feeling is still there. Ask what worked for them and what they would change. Then offer next season's tier. If they want to step up, you have a bigger tier ready. If they need to step down, a smaller tier keeps them in the club.

When they say no

Sometimes a business cannot renew. Ask why, kindly. It might be their budget, it might be something you could do better. Thank them, keep them on your list and ask again next year. A door left open on good terms can open again.

Keep good records

Write down every sponsor, their tier, the dates, what was delivered and how the renewal went. When the sponsorship lead changes, which it will, the next person can pick it up without starting again.

A simple yearly rhythm

Before the season. Confirm deals, collect logos, get kit and signage ready.
During the season. Deliver, post, send photos, invite them along.
End of season. Send the summary, say thank you, ask about next season.
Off season. Update your inventory and rate card, then look for new sponsors to fill any gaps.