If you are a small business owner, chances are you are constantly looking for new and innovative ways to grow your business. A great way to do so may be right around the corner. You don’t need to buy soccer boots or play the full 90 minutes at your local soccer field. Football sponsorships are not just for big companies. Small businesses with different budgets can also participate.
The benefits range from communicating fans’ emotional connection to football and gaining global reach, to testing new ideas and addressing social issues. The value of engaging with your local soccer club goes far beyond increased sales.
To find out why small businesses should team up with local clubs, we Lewis FCand a few sponsors.
#1 Channel Fans’ Emotional Connection to Football
We are a country of soccer fans. In 2022, 17 million in the UK I tuned in to watch the UEFA Women’s Euro Final. The emotional connection fans feel to a team is a powerful energy that a company can harness.
According to Steph, there’s no better way to promote your business than through the channels people love. “The emotional attachment people have to their football team is unique,” says Steph. “Especially if it’s a community football team.”
The bond between fans and clubs can have a big impact on how fans view sponsorships. And women’s sports fans especially welcome brand involvement. new research indicates that 70% of female sports fans are more likely to think positively about a brand that sponsors their favorite sport, and 64% are more likely to purchase from the brand.
In addition to reaching an engaged crowd on matchdays, fans show their loyalty by posting on social media, talking about their team and coming back to the pitch repeatedly. By sponsoring their club, your brand will be positively associated with the team they love.
#2 Reach National and International Audiences
It doesn’t matter if your customer base is local or spread around the world. Football helps reach them. Sponsorships vary, from placing ads on pitch-side screens to taking over catering on match days. You can scale your strategy up or down depending on who you’re trying to reach.
“The first question I ask potential sponsors is, ‘Who are your customers?’ So who do you want to reach out to?'” says Steph. If you’re based there, it doesn’t make sense to pay extra for international reach.”
For example, a local dog groomer is trying to attract new customers from their community. Instead of pitchside branding with international reach, pop-up stands with discount vouchers for fans are a more targeted option.
Likewise, companies seeking international reach have many opportunities to promote their brands. Great press can come suddenly, says Steph. This has generated a lot of interest in our club and we have adjusted our marketing strategy to benefit our sponsors as well. ”
Sponsorships don’t require astronomical budgets. “Our sponsors can choose to do something simple and affordable, like put their logo on the matchday program, or they can choose to have an ongoing sponsorship,” says Steph. Clubs usually have something to fit everyone’s budget. It’s not just for big companies. ”
#3 Test new ideas
Your local club can be the ultimate testing ground for new products and services.
This was the case with owner Kyriakos Baxevanis. Nostos Restaurant announces his new work catering service At the Lewis FC vs Manchester United match.
“We took the opportunity to showcase our catering skills and used it as a starting point for expanding our business,” says Kyriakos. “Then I booked a few more jobs and it’s been going great ever since. We have to grow our dream.”
Finding an environment where you can actually test new products and services can be difficult. At Luis FC, Kyriakos had the freedom to build his vision, get live feedback, and learn on the job.
“Since that day, our catering knowledge has expanded. It has been great to serve the executives and directors of Luis FC and Manchester United,” recalls Kyriakos.
Companies don’t need to make full-fledged proposals to local clubs either.
“Most companies don’t come to us with a plan,” Steph explains. “Instead, we work with them to develop campaigns that align with their goals. We are working together.”
#4 Confront social issues
It’s no secret that modern consumers want brands with a purpose. By sponsoring a local club, you can run campaigns that promote the values and social issues that you and your customers care about.
“We went completely vegan one weekend,” recalls Steph. “We were showcasing all sorts of really important environmental initiatives, so we had sponsors who reflected those values.”
that sponsor nixi body, a brand of reusable menstrual and leak-proof underwear founded by Kelly Newton. As a gender equal football club, Lewis FC has many female fans. This was exactly the audience Kelly and team were trying to reach.
“We liked the idea of combining football and sustainability, so we jumped at the opportunity,” says Kelly. “It was great to be at the game. I was able to bring flyers and merchandise and interact with the fans.”
Sponsorship can be a vehicle for communicating social issues and encouraging change.Kelvin Quagrain, Head of Brand football artwhich has been cited as one of the main reasons for getting involved with Luis FC.
Ahead of Lewis’ FA Cup clash with Manchester United, Art of Football designed a pre-match shirt highlighting Lewis’ message about equal pay for men’s and women’s matches.
“We want to partner with football clubs who share our vision,” says Kelvin. “I remember being blown away by Lewis FC’s pride in being a club that leads in equality. Seeing their reaction to our shirt design was the most exciting part.”
Taking a stance on social issues may feel a little risky for your business. But if it’s authentic and aligned with your brand, the payoff can be incredibly large.
“Photos of players in Art of Football warm-up shirts went completely viral. Not all companies want to take a stand. I did,” says Steph.
5 tips for joining your local team
It is clear that small businesses can benefit greatly from engaging with local clubs. But what do you need to know before considering sponsoring a local team? Here are five tips to get you started.
Be authentic – Be honest about what you want out of sponsorship. Clubs can help design campaigns that work for their business, but only if their goals are clear.
ADJUST YOUR OBJECTIVES – Effective sponsorship goes both ways. Take the time to get an overview of your club, your team, and how you can support their mission and values.
Showcase your products – Think about how you can get your customers to touch your product or service. Why not serve snacks pitchside from your new pop-up food business, or provide toiletries in your fan-cooled bathroom?
Consider your audience – Seeing your logo on the big screen may boost your self-esteem, but will it attract customers? Think about whether your ideal customer is local or global, and design your campaign accordingly.
Refocus – Once your sponsorship has started, revisit your original goals. Is your current approach working, or do you need to fine-tune your plans?
Whatever the way, we hope that your business will benefit from establishing a relationship with your local club.