3 Creative Sponsorship Ideas For Sports Clubs

19 Jan 3 Creative Sponsorship Ideas For Sports Clubs

How many people consider themselves to be creative?

I know a lot who don’t because they associate creativity with art…..when really it’s just a way of looking at things differently, of finding alternative solutions and ways of looking at things. It’s problem solving, it’s being able to come up with an alternative, and sometimes it can be the simplest of solutions (they are so often the best, especially when it comes to sponsorship!).

So many sports club sponsorship managers (who may or may not have experience and skills in this area) are responsible not only for managing and developing current sponsors, but for identifying and engaging new ones, and one of the biggest struggles they have is coming up with new and creative ways that the club can offer their sponsors real value. (If you want to learn more about engaging sponsorship, we have a fantastic online resource called the Sports Club Sponsorship Toolkit).

The problem is, if we are told to be creative, many of us feel pressure and feel a complete mental block. This is often because  we are trying to achieve a specific outcome. Using both the left (logic) and the right (creative) side of our brain at the same time and this just doesn’t work.

We get much better results, and less headaches, when we allow us to use each side in isolation. This allows us to explore ideas and then be analytical (such as mindmapping).

Heston Blumenthal, an incredible chef whose work is a combination of science, gastronomy, art and passion, says that “When we start to measure creativity, we KILL creativity!”.

So, in the process of finding ways to offer value to our current and potential sponsors, there is often a focus on measurable outcomes rather than exploration of creative activations.

By exploring options, opportunities and ideas without measure or limitation, we are able to identify a much broader range of options. We can then apply logic and objective thinking to, to achieve the measurable outcomes that all sponsorship needs.

As consultants and educators, one of the greatest gifts we can give our clients is to help them think differently. I think the best way to do that is to give them examples, let them explore existing ideas. From there they will start to generate their own ideas.

Over the years we’ve created a list of 50 Creative Sponsorship Ideas. These are 3 of my favourite (these are really simple explanations, and the benefits go beyond what is listed. Keeping it simple is our focus, so I’ve picked out the highlights for you):

These are really just the tip of the iceberg. They are a small part of the overall engagement of sponsorship for sports clubs. Starting with creativity really opens up your opportunities and options. It allows for the start or development of really meaningful, valuable and sustainable relationships with sponsors!

Make sure you check our fantastic online resource, the Sports Club Sponsorship Toolkit).

Vickie Saunders
[email protected]

Vickie is the world's leading expert on commercial relationships for individuals, businesses and sports organisations.