Module · Commercial
Sponsorship & Partnerships
Priced inventory, proven reach, multi-year deals. Partnership revenue you can defend in any negotiation.
The module dashboard
Illustrative data
Sponsorship revenue is up 19% year on year on the back of a new rate card and earlier renewals — multi-year deals now cover 38% of the portfolio and dependence on the top three partners keeps falling.
The assessment
Questions that already know your league.
Every question comes with suggested answers per club size, drawn from what small, medium and large clubs actually report. Three of the 25:
Commercial income is the fastest-growing revenue line for well-run clubs (Deloitte Football Money League).
Partner count vs revenue reveals whether you sell many small favours or few real partnerships.
The main sponsor anchors the rate card; every other tier prices off it.
Open to read
Best practices with the evidence attached.
List every asset — shirt, LED, naming, digital, hospitality, academy — with capacity and status.
Clubs at this tier that built a full inventory catalogue typically lift sponsorship revenue 10–20% in the first renewal cycle. (ESA sponsorship valuation frameworks)
Named tiers with set prices and defined deliverables; bespoke becomes the exception.
Tiered rate cards commonly end ad-hoc discounting; clubs report higher average deal sizes within one or two sales cycles. (ESA sponsorship valuation frameworks)
Sponsorship needs a named owner, a number and a weekly pipeline review.
Clubs with a named commercial owner and targets consistently outgrow peers on commercial income in UEFA benchmarking. (UEFA club benchmarking)
22 more best practices for sponsorship & partnerships, with status tracking and euro predictions, live in the workspace.