How to write a sponsorship proposal letter or email

The sponsor letter is not where you sell everything. It is where you get a busy owner to say "tell me more" or "yes, the middle one". The detail lives on your club page or in your proposal deck. The letter just has to open the door, and it should fit on one phone screen.

Before you write

Have these four things ready first. Without them, the letter turns into a vague request for help.

• Your packages, with names and prices. Our packages guide shows how to set them up.
• The name of the person you are writing to. Not "To whom it may concern".
• Your link to them, if you have one. A parent who works there, a supplier you already use.
• Somewhere to send them for the detail, like your club page or a one page rate card.

What to put in

1. A subject line that says who and what. The club name and the season. No clever lines.
2. Their name. "Kia ora Sam," is warmer than "Dear Sir or Madam".
3. Who you are and your link to them. One or two lines. This is the part they read first, so change it for every business.
4. Who they would reach. Players, teams, families and followers. Use your real numbers and do not round up.
5. One package, with the price. Pick the one you think fits them. Mention that there are others, but do not list them all.
6. What they get. Three or four plain points.
7. One next step. A short call, a coffee at the clubrooms, or a reply.
8. A real name and phone number. Owners want to know who they are dealing with.

What to leave out

• The full club history. One line about who you are is enough.
• Hype words like "amazing opportunity". Plain and specific reads better.
• Numbers you have not counted, like crowd sizes or reach you are guessing at.
• Big attachments that are hard to open on a phone. A link is easier.
• Pleading. You are offering something of value, not asking for a favour.

Email or letter?

Email suits most businesses. A printed letter dropped in by hand works well for shops, cafés and trades, where you can meet the owner at the counter. The words are the same either way. If someone in the club knows the owner, ask them to give a heads up first, so your email is expected.

The template

Copy this, replace everything in [BRACKETS] and cut anything that does not fit your club.

Subject: [CLUB NAME] sponsorship for the [YEAR] season

Kia ora [FIRST NAME],

I am [YOUR NAME], [YOUR ROLE] at [CLUB NAME]. [YOUR LINK TO THEM, for example: My son plays in our under 12s and we get our team lunches from you.]

We have [NUMBER] players across [NUMBER] teams, and our families and supporters are at [GROUND NAME] every [DAY] from [MONTH] to [MONTH].

We are looking for a small number of local businesses to back us this season. I think our [PACKAGE NAME] package would suit [BUSINESS NAME]. It is [PRICE] for the season and includes:

• [BENEFIT ONE]
• [BENEFIT TWO]
• [BENEFIT THREE]

We also welcome support in goods or services, and our other packages are on our sponsor page: [LINK TO YOUR CLUB PAGE].

Could I pop in for ten minutes next week to talk it through? Or just reply here and I will send the details.

Ngā mihi,
[YOUR NAME]
[YOUR ROLE], [CLUB NAME]
[PHONE]
[EMAIL]

Make it theirs

A letter that could go to any business gets treated like junk mail. Two changes make the biggest difference. First, rewrite the line about your link to them for every business. Second, choose the package for them. A sole trader may suit your entry package. A business that wants to be seen by families may suit a team package. Making that call for them shows you have thought about it.

Junior and youth teams

If you are writing for a junior team or a junior grade, do not approach alcohol, vape or gambling businesses. Check your code's and your school's rules on sponsors for young players before you send anything.

After you send it

Note who you sent it to and when. If you hear nothing, follow up once a few days later. If there is still nothing, leave it and try again next season. A polite approach keeps the door open.

If they say "tell me more", send your proposal deck or your club page the same day, while the conversation is fresh. For help building your list of businesses to write to, see our guide on finding local sponsors. And if you want a quick read on what your club should fix before you start asking, the free Sponsor Ready Check takes about three minutes.