The importance of looking after your sponsors in sport.

The importance of looking after your sponsors in sport.

One thing we hear when meeting with clients on a regular basis is that they struggle to retain sponsors after more than one season unless they are on a multiple year contract. Why can I not retain my sponsors?  Usually they put it down to budget or similar. We often hear 'well times are hard for businesses and marketing spend is always the first thing to go'. Now, this is, undoubtedly true. Marketing is a luxury but the main reason many businesses will pull sponsorship spend is because they are getting no return on their investment. Marketing is a competitive market and there are a LOT of ways you can market and promote your brand. The opportunities for digital advertising (using platforms such as Facebook or Google ads) are relatively inexpensive and, if done properly, can provide you with a quick and tangible return on your investment. Pay X, promote Z and make Y. It's simple maths really. Yet, within sport, many clubs think...
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Is your fanbase happy? Have you checked?

Is your fanbase happy? Have you checked?

You run a sports team so (hopefully!) you have a fanbase. It doesn't matter if your fanbase is 200 people per game or 20,000 people per game they are still stakeholders for your team. And they matter. It's a bit like the 'new customers only' phrase which is banded about in the T&Cs of companies marketing. The new customers get everything. On a stick. All wrapped up with a big bow. And covered in chocolate. You get the picture. Your marketing team will obviously be keen to up the numbers of bums on seats and the number of people invested in your club. And that's great. It is such an important job as fans do have a shelf life as things change. They get older, they change jobs, they have children. And they move away from the club. Sometimes for a long time sometimes for the short term but you should always be aiming to backfill those people with brand new folk (new...
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