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 benchmarks
Peers that already know your league.
Every benchmark carries a peer median per club size, drawn from what small, medium and large clubs actually report. Three from this area:
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.