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Sports Sponsorship Proposal

Sports sponsorship proposals approach potential sports sponsors for financial or resource support specifically for a sports team, event, or organizer. Regardless of the stakeholder’s status, the preparer must include discussions on the potential ROI (return on investment) the sponsor will enjoy.

Types Of Sports Sponsorship Proposals (12)

  1. Athlete Sponsorship – A proposal submitted by individual athletes or sports teams to potential sponsors or brands, seeking sponsorship deals or endorsements. It includes details about the athlete’s achievements, marketability, and promotional opportunities.
  2. Community Sports Event – A proposal presented to local governments, sponsors, or community organizations to seek support for community sports events, such as charity runs, youth tournaments, or sports festivals.
  3. Sports Camp or Clinic – A proposal for sports instructors or organizations looking to host sports camps, clinics, or training sessions. It details the program, coaching staff, facilities, and costs.
  4. Sports Equipment – A proposal presented by manufacturers or suppliers of sports equipment seeking partnerships with sports teams, organizations, or retailers. It outlines the benefits of using their equipment and provides product information.
  5. Sports Event Bid – This type of proposal is sent to organizations or franchises whenever a specific region bids to host a sports event or team.
  6. Sports Event Broadcasting – A proposal submitted by media companies or broadcasters to acquire broadcasting rights for live coverage of sports events. It outlines the coverage plan, technical specifications, and financial terms.
  7. Sports Event Management – Proposals sent by event managers or planners to sports teams and organizations. in order to gain the rights to organize sporting events.
  8. Sports Facility – A proposal aimed at securing funding, investments, or partnerships to build, renovate, or maintain sports facilities such as stadiums, arenas, and training centers.
  9. Sports League Expansion – A proposal submitted by sports leagues looking to expand by adding new teams or franchises. It includes information about market research, expansion plans, and financial considerations.
  10. Sports Marketing and Promotion – A proposal for sports marketing agencies or professionals who want to offer their services to sports teams or organizations. It includes marketing strategies, branding, and promotional plans.
  11. Sports Tourism – A proposal aimed at attracting sports tourists, such as proposals from destinations or regions to host major sports events and attract sports enthusiasts.
  12. Youth Sports Program – A proposal developed by organizations or community groups to seek funding and support for youth sports programs.

What Should Be Included (14 Items)

  1. Sports Sponsorship Proposal Cover And Title Pages
  2. Introduction To Sports Sponsorship
  3. Executive Summary Of Sports Sponsorship Proposal
  4. Overview Of Sports Event, Team, Or Athlete Sponsorship
  5. Sports Sponsorship Objectives
  6. Sponsorship Advantages And Benefits
  7. Sports Audience Demographics
  8. Marketing And Sports Sponsorship Activation Plan
  9. Sports Sponsorship Financial Details
  10. Sports Sponsor Levels And Tiers
  11. Case Studies, Testimonials, And References
  12. Legal And Contractual Information
  13. Contact Information
  14. Appendices


1. Sports Sponsorship Proposal Cover Title Pages

Develop the proposal with a cover page displaying the proposal’s title, the sponsor (recipient), as well as the concerned sports entity. If desired, a title page that reiterates this information in addition to the proposal’s objectives may be included.

  • Cover Page, Title Page, Proposal Title, Images
  • Proposal Title, Proposal Information (Author, Identifier)
  • Sports Entity Logos, Sports Entity Contact Information

  • Title Page, Table Of Contents, Introduction
  • Legal Information, Copyrights

2. Introduction To Sports Sponsorship

Begin a positive discussion about the proposal’s goals of solidifying a sports sponsorship as well as the benefits available in exchange. Win over the potential sponsor by presenting the sports organization and its stakeholders with the potential advantages of aligning goals.

  • Welcoming Statement, Appreciation
  • Sports Entity (Team, Athlete, Franchise), Event

  • Achievements, Objective, Encouragement To Review
  • Proposal Context, Significance, Positive Impact
  • Attention-Grabber, Topic Transition, Optimism

3. Executive Summary Of Sports Sponsorship Proposal

Succinctly describe the proposal’s entire content but make sure to feature the topics relevant to the potential sponsor. For example, the potential sports sponsor may be very interested in the finances and exposure involved.

  • Context, Objective, Opportunity, Packages
  • Sponsorship Goals, Key Benefits, ROI
  • Unique Selling Points (USP), Entity Mission, Brief History
  • Demographics, Fan Base, Sports Event, Team
  • USP, Next Steps, Contacts

4. Overview Of Sports Event, Team, Or Athlete Sponsorship

Discuss the sports entity in this proposal in detail by defining its fan demographics and history. In addition, inform the potential sponsor of the sports entity’s market reach and current competitive standing.

  • Sports Entity Relevance, History, Social Responsibility
  • Mission, Key Achievements, Fan Base, Demographics
  • Common Goals. Reputation, Market Value, Audience
  • Brand Identity, Collaborations, Media Coverage
  • Awards, Wins, Key Events, Notable Athletes, Facilities

5. Sports Sponsorship Objectives

Explicitly define the reasons that the sports entity seeks sponsorship. For example, how brand alignment may lead to increased revenue for the sports entity (and sponsor).

  • Importance, Mutual Benefits, Primary Objectives
  • Secondary Objectives, Sponsorship Impacts, Sales Growth
  • Brand Alignment, Mission, Target Audience, ROI
  • Audience Engagement, Website Traffic, Activation Plan
  • Marketing, Exclusive Opportunities, Long-Term Visions

6. Sponsorship Advantages And Benefits

Explain the advantages sponsorship provides the proposal recipient, such as clear access to the sports entity’s audience and fans. Additionally, inform the sponsor of direct benefits like VIP access to its events.

  • Primary/Secondary Objectives, Increased Brand Visibility
  • Brand Alignment, New Markets, ROI, Audience Interaction
  • Metrics (Social Media Engagement, Website Traffic
  • Activation Plan, Advertising, Marketing, Brand Benefits
  • Long-Term Vision, Exclusive Opportunities, Flexibility

7. Sports Audience Demographics

Deliver an especially detailed report of the sports entity’s audience. Completely define these demographics but pay close attention to the sponsor’s interests when doing so.

  • Importance, Relevance, Audience Size, Age Demographics
  • TV Viewership, Attendee Numbers, Website Traffic, Interests
  • Gender Distribution, Geographic Reach, Regional Diversity
  • Income, High-Income Demographics, Education Levels
  • Lifestyles, Digital Engagement (Social Media), Fan Loyalty

8. Marketing And Sports Sponsorship Activation Plan

Explain the marketing strategy(ies) the sports entity intends to employ to promote the potential sponsor’s brand accordingly. If applicable, assure potential sports sponsors that such marketing channels cover the sports fanbase as well as the sponsor’s target audience.

  • Branding, Logo Placement, Key Locations (Team Uniforms)
  • Promotional Campaigns, Content Creation, Co-Branding
  • Social Media Engagement, Fan Engagement, Experiences
  • Event Activations (Booths, Kiosks), Product Integration
  • Hospitality, VIP Events, Activities, KPI’s

9. Sports Sponsorship Financial Details

Definitively present the sponsorship’s financial terms and conditions so the potential sponsor can review the payment structure. Explicitly report the financial obligations (i.e., investment amount) accompanying sponsorship.

  • Transparency, Fairness, Sponsorship Investment
  • Sponsorship Package, Payment Terms, Deadlines
  • Payment Schedule, Inclusions, Exclusions, Rights
  • Additional Costs, Specific Activation Events, Incentives
  • Value, ROI, Payment Methods, Terminations, Renewals

10. Sports Sponsor Levels And Tiers

If applicable, comparatively display the sponsorship levels this proposal offers. Layout each tier’s privileges and responsibilities together with the costs.

  • Sponsorship Tiers, Levels (Platinum, Gold, Silver)
  • Branding Opportunities, Logo Placement, Testimonials
  • Advertising Space, Media Coverage, Event Tickets
  • Hospitality Experiences, VIP Access, Category Exclusivity
  • Cost, Investment, Flexibility, ROI, Metrics, Case Studies

11. Case Studies, Testimonials, And References

Consider the sports entity’s reputation vital to the proposal’s success since this will directly impact the potential sponsor’s decisions. Thus, include a section containing past success stories of satisfied sponsors and sports figures with references.

  • Testimonial Quotes, Impactful, Previous Sponsor Profiles
  • Affiliations, Visuals, Endorsements, Media Presentations
  • Success Stories, Diversity, Relevance, References
  • Evidence Of Benefits. Contact Information
  • Legal Statements, Privacy Statements

12. Legal And Contractual Information

It is also imperative that every provision of sponsorship is fully explained to the recipient. Therefore, explain the contractual obligations the potential sponsor and the sports entity must meet when proceeding to the next steps.

  • Legal Framework, Contracts, Agreements
  • Duration, Indemnification, Liability, Confidentiality
  • Obligations, Intellectual Property Rights, Governing Law
  • Trademarks, Promotionals, Termination, Entire Agreement
  • Renewal, Resolution Procedures, Confidentiality, Signatures

13. Contact Information

Identify every contact person for this proposal along with the appropriate online information (i.e., social media, website). Also, dispense the availability of each contact with their exact role.

  • Primary And Secondary Contact Information
  • Mailing Address, Social Media Links
  • Website URL, Request for Information
  • Responsive Communication, Availability
  • Preferred Communication Method

14. Appendices

Review the proposal for accuracy, then consolidate the unmanageable but necessary supporting information. Organize these items (i.e., charts and legal contracts) into an appendix.

  • Audience Demographics, Financial Reports
  • Marketing Research, Media Coverage, Press Clippings

  • Schedules, Licensing, Contracts, Marketing Collateral
  • Testimonials, Recommendation Letters, Acknowledgments
  • References, Legal Disclosures, Custom Proposal Elements