Securing sponsorship can make a huge difference to a sports team or tournament. Whether you need funding for equipment, travel, kit or event costs, the right sponsor can provide both financial support and increased visibility.
For grassroots clubs and community events, sponsorship is often essential to keeping sport accessible and sustainable.
In this guide, we explain how to get sponsors for a sports team or tournament, including practical steps to approach businesses, build partnerships and create long-term relationships.
Why sponsorship matters in grassroots sport
Sponsorship is more than just financial support. It can help sports teams and events:
- reduce costs for players and families
- improve facilities and equipment
- increase visibility in the community
- create new opportunities for growth
- build long-term partnerships
For many clubs, sponsorship also plays a key role in ensuring equal access to sport. Initiatives focused on ensuring equal access to sport for girls from all backgrounds are often supported through funding and partnerships.
What sponsors are looking for
Before approaching potential sponsors, it is important to understand what they want in return.
Most sponsors are looking for:
- brand visibility and exposure
- connection with the local community
- positive brand association
- access to new audiences
- opportunities for social impact
This means your approach should focus on mutual benefit, not just asking for money.
1. Define what you need sponsorship for
Start by being clear about your goals.
Are you looking to fund:
- team kits or equipment
- travel to competitions
- a specific tournament or event
- coaching or development programmes
Having a clear purpose makes your proposal more compelling and easier for sponsors to understand.
If you are planning an event, you may also find it helpful to review how to organise a sports tournament to understand the full scope of costs and opportunities.
2. Identify the right sponsors
The best sponsors are those who align with your values and audience.
Consider:
- local businesses in your community
- companies connected to sport, health or wellbeing
- organisations that support youth development
- brands targeting families or young people
Local businesses are often the most effective starting point because they are more likely to support community initiatives.
3. Create a simple sponsorship package
A sponsorship package outlines what you can offer in return for support.
This might include:
- logo on team kit or event materials
- social media promotion
- website mentions
- banners at events
- naming rights for tournaments
Make it clear what the sponsor receives at different levels of support.
For example:
- Bronze sponsorship
- Silver sponsorship
- Gold sponsorship
This makes it easier for businesses to choose a level that suits their budget.
4. Show the value of your team or event
Sponsors need to understand why your team or tournament is worth supporting.
Include details such as:
- number of players or participants
- audience size and demographics
- community impact
- social media reach
- past successes or achievements
If your club promotes participation and inclusion, highlight this clearly. Many organisations want to support initiatives that encourage girls in sport and community engagement.
5. Approach sponsors professionally
When reaching out to potential sponsors, keep your communication clear and professional.
You can:
- send a short email introduction
- include a sponsorship proposal or one page overview
- explain why you are contacting them specifically
- outline the benefits of supporting your team or event
Keep your message concise and focused on how the partnership benefits both sides.
6. Use your network and community connections
Personal connections can be one of the most effective ways to secure sponsorship.
Consider:
- parents or volunteers with business connections
- local community groups
- school partnerships
- existing supporters of your club
Collaborating with schools and community organisations can also open new opportunities, as explored in how sports clubs can collaborate with schools to grow girls’ sport.
7. Promote your sponsors effectively
Once you secure a sponsor, it is important to deliver value.
Make sure you:
- display logos clearly on kit or materials
- promote sponsors on social media
- include them in event communications
- thank them publicly
Strong promotion increases the likelihood of long-term partnerships.
8. Build long-term relationships
Sponsorship should not be a one-off transaction.
To build lasting relationships:
- keep sponsors updated on your progress
- share results and achievements
- invite them to events
- recognise their support regularly
Long-term sponsors can become key partners in your club’s growth.
Combining sponsorship with fundraising
Sponsorship works best when combined with other income streams.
You can increase your funding by combining sponsorship with activities such as tournaments, raffles or community events. Our guide to best fundraising ideas for sports teams and clubs includes practical ideas that can complement sponsorship efforts.
Frequently asked questions
How do you ask a company to sponsor a sports team?
Start with a clear and professional email introducing your team, explaining what you are looking for and outlining the benefits for the sponsor. Include a simple sponsorship proposal if possible.
How much sponsorship should you ask for?
This depends on your needs and what you can offer. It is helpful to create different sponsorship levels so businesses can choose an option that suits their budget.
What do sponsors get in return?
Sponsors typically receive brand visibility, marketing exposure, community engagement opportunities and positive association with sport and youth development.
Final thoughts
Getting sponsors for a sports team or tournament requires preparation, clear communication and a focus on mutual benefit.
By identifying the right partners, presenting a strong proposal and building genuine relationships, clubs and organisers can secure valuable support that helps sport thrive at every level.
Sponsorship is not just about funding. It is about creating partnerships that strengthen teams, support communities and grow opportunities for players.
