Four Proven Strategies to Strengthen Sponsorship Relationships
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Using these four strategies will help your youth sports organization strengthen sponsorship relationships and nurture longer-term success.
Sponsorships have become a necessary part of almost every youth sports organization. We’re in a time where the youth sports market may reach over $77 billion by 2026 and families spend upwards of $1,400 annually. All this means is a big need for financial support.
Luckily, sponsorships can provide critical financial support to all organizations all while allowing brands to connect more closely with local communities. A win-win!
Securing a sponsorship is an important first step for your organization. But, how can your organization strengthen and nurture these relationships to form a long-term partnership? Let’s explore four effective strategies to keep your sponsors engaged, valued, and eager to renew their support year after year.
Four Proven Strategies to Strengthen Sponsorship Relationships
1. Communication with Sponsors is Vital
2. Communicate with Data and Metrics
I grouped these two because they can work better in tandem. Communication and the use of data or metrics are music to a sponsor’s ears.
My favorite way to describe good communication in a sponsorship relationship is the word proactive. Sponsors want to feel informed about their investment and the impact it’s making. Give your sponsors proactive updates, give them regular updates, and give them updates with any sort of stats or metrics to back up the data.
Do this, and your sponsors will keep coming back.
I think it’s really important to use as many data points or metrics as possible when communicating value with sponsors. Yes, these organizations are thrilled to support and engage with your youth sports community. But, your sponsorship contacts also have to report results, answer questions from bosses, and track investment ROI. Just like many youth sports organizations have to do with their board of directors.
Here are a couple of examples of data points your sponsors will find valuable:
- How many kids and/or families are in your program
- Number of emails on your listserv/reach of your emails or social media
- Demographic information about your sports org families
- Average foot traffic at your facility
3. Surprise and Delight Sponsors with Added Value
This one is fun… and easy for youth sports organizations. But, sometimes, the little extras can make a big difference in how sponsors perceive your partnership. I like to call these “surprise and delight tactics” and it’s simply just going above and beyond every once in a while. Do something special for your sponsor.
For example, if you have an extra branded jersey that the sponsor paid for, send them one for their office. Or, if you have a postseason trophy ceremony, send your sponsor a little gift.
By going above and beyond (in little ways) what’s outlined in their sponsorship package, you can create memorable moments that strengthen the relationship.
Another easy way to go about this is through photos. Send a couple of photos of your athletes with the branded materials – sponsors love seeing the kids they are making an impact on! This can make a lasting impression.
4. Invite Sponsors to Experience the Impact in Person
Invite your sponsors to see their impact firsthand. Believe me, this is a game-changer. You can simply encourage your sponsors to visit your facility for practice, game day, or even participate in a bigger event.
When they see their brand in action — whether on signage, jerseys, or through the smiles of kids and families — it’ll help them feel truly connected to your community and the support they offer. Plus, in-person events are a powerful visual reminder of why the partnership and sponsoring of youth sports matters.
Building Long-Lasting Sponsorships
Building a long-lasting sponsorship relationship does require effort. But, the rewards are well worth it. I’d always encourage youth sports organizations to prioritize communication, data sharing, thoughtful touches, and in-person experiences. These are a few proven ways to help foster a sponsorship and youth sports organization relationship that feels more like a partnership. A win-win scenario for both parties involved!
Learn more about how TeamSnap Sponsorship takes away the pressure and work of managing sponsorship relationships:
Nancy Benda-Pierce works as an Account Manager Team Lead on TeamSnap Brand Solutions, spending 3+ years in account management and 7+ years in client-facing roles focused on education, client success, and strategic planning. Passionate about building strong client relationships and helping brands achieve their goals through strategic sports marketing campaigns, Nancy empowers brands to create authentic relationships with families through the power of youth sports. An avid tennis player and professional tennis fan, Nancy is known around TeamSnap for her competitive spirit and can be found competing in local USTA league tennis from time to time.