Sponsor logos on kit: how to sell the spots on your uniform

For most clubs, the playing kit is the most visible thing they own. It is in every game photo, every team post and every car park on a Saturday. That makes kit spots some of the most valuable things on your asset inventory, and some of the easiest for a sponsor to understand.

Which spots can you sell?

• Front of the jersey. Usually the main spot, and often tied to your top tier or naming rights.
• Back of the jersey. Above or below the number.
• Sleeves. Good for a second or third sponsor.
• Shorts and socks. Smaller, and a good fit for the community tier.
• Training tops, hoodies and jackets. Worn at training and around town, often for longer than the playing kit.
• Junior kit. Seen by parents and whānau every week.

Write each one into your asset inventory as its own line, with its status, so nobody offers the same spot twice.

Not a club? Unions and associations

Governing unions and associations do not own player jerseys, because the clubs do. So apparel spots move to kit you do own: referee and match official kit, team management gear, volunteer and event staff tops, and representative team kit where that belongs to you. Add the match ball, the live stream and tournament naming, and you still have a strong set of spots to offer.

Check the rules first

Before you sell a kit spot, check what your code, your competition and your school allow. Some have rules on logo size, placement or the number of sponsors. Some also have rules about alcohol, gambling or other products for junior teams. Find this out first, so you do not sell a spot you cannot deliver.

Agree the term

Kit usually lasts longer than a season. That raises two questions to settle before anything is printed:

1. How long is the deal? If the kit will be worn for two or three seasons, a deal for the same length often makes sense for both sides.
2. What happens if the sponsor stops? Agree in writing whether the club keeps wearing the kit with their logo, and for how long. A sponsor who leaves after one season does not usually expect you to replace the jerseys, but say so up front.

Get the logo right

• Ask for the logo as a vector file, such as AI, EPS, SVG or PDF. A small picture from a website will print blurry.
• Ask which version they want on a dark or light background.
• Show the sponsor a mockup and get their approval in writing before anything is made.
• Keep the approved file and the approval email together, so next season is easy.

Time it with your kit order

Kit takes time to design, approve and make. Line up your sponsor conversations so the logos are confirmed before your kit order goes in. If a sponsor signs up late, training tops or a mid season kit order can be a good second chance.

Price kit spots with the rest of your tiers

Kit spots belong in your rate card alongside signage and digital. The front of the jersey normally sits in the top tier. Sleeves and shorts fit the middle and community tiers. Training kit can be its own offer, because it is seen in different places.

Show the sponsor how it will look

A mockup of your jersey with their logo on it does more than any description. Put it in your proposal deck on the "where a brand shows up" slide. Owners love to see their name on the kit before they say yes.

Our sister business makes the kit

Sideline NZ, a sister business to Get Sponsor Ready, makes custom sublimated kit for clubs and schools, with free mockups and sponsor placement. If you are planning new kit and want to build the sponsor spots in from the start, have a look at Sideline NZ. You do not have to use Sideline to use this guide or our pack.

Look after the sponsor once the kit is out

Send the sponsor photos of the team in the new kit. Tag them when you post. It costs you nothing and it is the easiest way to show them what they paid for. Our guide on keeping sponsors has more ideas.