Clubs often breathe a sigh of relief when a sponsor signs on. But securing the agreement is only the beginning. What happens in the first two months determines whether that sponsor becomes a long-term partner or a one-time supporter.
Do: Deliver Benefits Quickly
Sponsors should see their support acknowledged immediately:
- Use the tier logos provided to you (gold, silver, bronze).
- Post a thank-you on social media.
- Feature them in your next event program.
These actions confirm that the club is organised and values the partnership.
Don’t: Leave Sponsors Wondering
Silence is a killer in the first 60 days. Avoid waiting months before delivering promised benefits. Sponsors should never wonder if you’ve forgotten them.
Do: Ask the Right Questions
Early conversations should include the sponsor’s objectives. Programs like Supercharger provide a “Sponsorship Objectives template” that clubs can use in meetings. By understanding what success looks like for them, you can tailor your acknowledgements and reporting.
Don’t: Over-Promise
Clubs sometimes agree to deliver benefits they simply don’t have the capacity to manage. Stick to what’s achievable. A smaller set of well-delivered benefits is far more valuable than a long list of broken promises.
Case Study Example
At Batemans Bay, club leaders reported that their new structured approach transformed sponsorship outcomes. By focusing on clear, early delivery, they built trust that led to ongoing support season after season.
The Payoff
The first 60 days aren’t just about keeping sponsors happy—they’re about setting up a system your club can replicate. Once the process is smooth, you can grow from one sponsor to many, building financial stability that frees your committee from constant fundraising pressure.
Handled well, those first two months are the foundation for sponsorships that grow year after year.