Menu

The Biggest Sponsorship Challenges for Teams in 2021 


Sports properties, already in fierce competition with other suitors for brand-sponsorship commitments, are facing some stark new realities. With consumer markets increasingly fragmented into smaller, distinct submarkets, and with brand clients becoming thriftier about where they devote their advertising dollars, teams and leagues are finding the hard sell to only be growing harder.

Additionally, as organizations learn how to navigate operations around COVID-19 — and begin very gradually looking toward a future beyond the pandemic — the margin for error has narrowed. Teams and leagues, as well as the prospects they’re pitching, have come under almost unprecedented pressure to accurately read their markets and deliver value on sponsorship agreements. 

Closing the deal with prospects is not, and almost certainly never will be, an exact science. But under the current circumstances, there are some strategies sports properties can be mindful of, and many that can be incorporated into the pitch process, to win the hearts and minds of potential clients. 

Demonstrate value. Teams must be able to communicate with sponsor prospects and articulate precisely what they’re able to deliver to them in a digital environment. Many clients aren’t aware of the full scope of their current options, and some simply don’t think in digital terms. That makes building the proper tech stack more critical than ever. Invest in strategic technologies and ensure that an internal champion is able to implement them at an organization-wide level. Technology also enables teams to have touchless communication with prospects, boosting connectivity and exposure in obviously practical ways — but also signaling the level of technical savvy you can bring to bear on behalf of a client’s campaign. 

Moments of exclusivity. No one knows better what your team brings to the table, but it’s crucial that it’s conveyed — in all its LED visual and high-res audio glory — to prospects. Use real game-day panoramas and media elements to communicate exactly how fans will experience a client’s sponsored moment of exclusivity. What will the audience see when their video plays on the stadium scoreboard? How does their brand look on a concourse kiosk? If fans aren’t currently being allowed into your venue, brainstorm creative ways to engage sponsors with them in a virtual environment (apps, special offers, and more). Clients no longer have to visit your venue or attend in-person meetings, which effectively extends your reach. Just remember: They do need to fully understand what they’ll be getting out of the deal.

Personalize your pitch. Sponsors don’t want to sit through another stale lecture about why your organization is the best. Besides, they’ve heard it all before. Instead, make your sponsorship pitch about them. Identify their key challenges or areas of interest to demonstrate an understanding of their business and your full investment in working with the client. Don’t force them to make a leap of faith. Show them what you can do for them based on their unique needs and give them every reason to say “yes.”

Lean into analytics. You need every edge today, and data-driven insights can be a game-changer. Leverage technologies that help you understand where sponsors are at in their buyer journey, and what areas of interest they’re most focused on. Where once teams were previously forced to stumble around in the dark, they now have the tools to shine a light on information that can make all the difference for a potential client and their brand. Full CRM integration allows teams to seamlessly read and react to a sponsor’s needs in real-time and build a single customer view taking into account their entire technology stack. The insights gained from these processes also help shorten traditionally long sales cycles. Better information = better results, and higher profits all around.

Angelina Lawton is founder and CEO of Sportsdigita (www.sportsdigita.com). She was recently named by Forbes as one of “The Most Powerful Women in U.S. Sports” and was a cover story feature for Inc. Magazine. She is also a member of this year's class of Sports Business Journal’s Game Changers.