Ideas for your commercial season.
Practical guides on pricing, packaging and selling your club's sponsorship, written for the people who actually run it.
Why I came back to sports sponsorship - and who I came back with
Seven years at Auto Trader, a first attempt that never reached the market, and the three meetings that convinced me to build Sponsorfy properly this time.
The £80 million hole: what the gambling ban really means for clubs
The ban removes the highest-paying sponsor category from the clubs with the least margin to absorb it. Replacing one £5m deal takes twenty smaller ones - and that's an operation, not a relationship.
Three quarters of grassroots clubs say they can't fund themselves. The money is closer than they think.
71% of grassroots clubs already use sponsorship - it just doesn't work very well. The local business that would sponsor the under-11s is standing forty yards away holding a coffee.
Your next sponsor is already in the stand
The warmest commercial audience any football club will ever have is the one that already pays to watch it. And it is, almost universally, the least worked.
The spreadsheet is costing your club more than you think
Impressive, meticulously maintained, and one resignation away from being meaningless. The five ways the club spreadsheet quietly leaks money.
Sponsors are asking harder questions. Most clubs can't answer them.
"Before we commit again, what did we actually get last season?" The renewal conversation has changed, and it hits the middle and bottom of the pyramid hardest.