Our guide on how to attract sponsors, build partnerships, and support your club’s growth.
Sponsorship is a strong way to help your local sports club grow. This includes everyone from youth football, community cricket, and afterschool netball clubs. This guide covers how to find sponsors, sponsorship benefits and a quick FAQ.
We even include a free sponsorship request letter template you can use right away.
Why Sponsorship Matters in Grassroots Sport
Volunteers often run grassroots clubs but they need resources to sustain them. A sponsorship can help with this, a good sports sponsorship covers kit costs, league fees, equipment, and even transport. A great sponsorship becomes a partner in your club’s journey, providing mutual benefits for you both. Thousands of UK businesses actively sponsor sport at community level, it boosts their brand while backing something meaningful.
Benefits of Grassroots Sponsorship for Clubs & Businesses
For Clubs:
A long term sponsorship, even for just a season can help the club grow.
- Financial support for kit, travel, tournament entry or equipment
- Enhanced club credibility and local visibility
- Stronger community relationships
- Professional-looking kit that attracts new players and parents (we can help here!)
For Sponsors:
It provides a form of advertising that uses the power of sport to grow their brand visibility.
- Increased brand awareness through kits, banners and social media
- Improves brand image through positive PR and community goodwill
- Brand loyalty from club members and families
- Tax-deductible marketing expense
Who knows, one day the partnership you enter may turn into something more. Think an iconic global sports sponsorship or individual athlete sponsorships.
How To Find Sponsors for My Club
Whether starting from scratch or looking to improve your approach, here’s a proven process you can try in your search for sponsorship:
1. Build a List of Potential Sponsors
Start local, look at:
- Independent businesses near your training ground
- Employers of players or parents
- Companies who’ve sponsored other clubs in your league
- Trades, gyms, estate agents, car dealerships, cafés
2. Create a Simple Sponsorship Proposal
Outline:
- Who you are (club history, teams, age groups, location)
- What you’re asking for (amount, kit, equipment, etc.)
- What the sponsor will get (logo placement, mentions, photos, events)
- What their target audience size is and engagement (players, parents, matches, social media)
- Any media coverage you may already have (social media platforms)
- They can get involved in sporting events or fundraisers.
3. Send a Custom Request Letter
Don't send mass emails, instead approach sponsors directly with a well-written, sincere message.
Feel free to use our prewritten template below.
Sponsorship Request Letter Template
Copy, customise and send this to potential sponsors by email or letter.
Subject: Local Sponsorship Opportunity – [Your Club Name]
Hi [Sponsor Name],
I hope you're well, I'm writing on behalf of (Club Name), a local (sport) team based in (location).
We're currently seeking sponsors to support our (2025 season/new kit/upcoming tournament).
We are proud to be part of the local community. We provide opportunities for different age groups, genders, and community focuses. (“young people aged 8–16” or “women’s sport in the borough”).
We believe your business would be a great fit as a sponsor, we can offer you:
- Logo placement on our kits
- Exposure at matches, community events and on social media
- A strong, positive connection with hundreds of local families
We're seeking sponsorship of £(amount) to help cover (brief reason e.g. “our new custom kit for the 2025 season”).
We’d be delighted to feature (Business Name) as our official kit sponsor and help promote your support locally.
I’ve attached a one-page sponsorship proposal for more detail. We’d appreciate the opportunity to speak further.
Thank you for considering us.
Best regards,
(Your Name)
(Club Role/Position)
(Email / Phone Number)
(Club Website or Social)
FAQs
Q: How do I find a sponsor for my grassroots sports team?
Start by identifying local businesses that align with your club. This could be your values or audience. Companies willing to sponsor sports teams in the UK could be local cafés, gyms, tradespeople, or family-run brands.
Next, prepare a short sponsorship proposal and reach out personally. Focus on what’s in it for them: visibility, community engagement, and goodwill for example.
Q: How much should I ask a sponsor for?
It depends on your needs. For example:
- Kit sponsorship: £250–£2,000
- Matchday or training sponsor: £100–£500
- Tournament entry or travel support: £200–£1,000
Offer tiered options so sponsors can choose based on their budget.
Q: Can I have more than one sponsor?
Yes. Many grassroots clubs have multiple sponsors for different areas: kit, matchday, events, training bibs, or even just social media. Be clear about what each sponsor gets and avoid overlap (e.g. two direct competitors on one kit).
Q: What’s the best way to approach a potential sponsor?
Send a short email tailored to them or drop in with a printed letter. This should explain who you are, what you’re looking for, and how their business will benefit. Make sure to follow up on your email or letter a few days later. Persistence and professionalism count.
Q: Should I offer social media exposure in return?
Absolutely. Every sized businesses values digital presence, especially small ones. Offer:
- Monthly posts highlighting their role to raise awareness
- Tagging them in team announcements
- Featuring them in stories, reels, or match highlights
- Make sure to show examples of what you’ve done before.
- Naming rights for any fan engagement or fundraisers.
Q: Can we feature a sponsor on our kit?
Yes definitely, a kit sponsorship is the most visible form of sports sponsorship. You can offer:
- Front-of-shirt sponsor (premium)
- Sleeve, back, or shorts sponsor (secondary options)
- Training or warm-up kit sponsor
At My Club, we design kits with sponsor logos included from the start.
Design yours here - https://myclubgroup.co.uk/kit-builder/#/
Let My Club Help You Land That Sponsor
At My Club, we design fully custom kit with your sponsor’s branding professionally integrated from the start. We’ve helped hundreds of clubs impress local partners with slick kit concepts and proper support.