As high school sports programs grow, finding creative ways to fund your team’s needs becomes more and more valuable. Sponsorships are one avenue for receiving the financial boost to fund improvements like new uniforms, equipment, or scoreboards. However, to attract businesses, athletic directors should consider creating a well-organized and compelling sponsorship package that outlines clear benefits and opportunities for companies to invest in the entire athletic program. In this series, we’ll explore how to structure a sponsorship package that appeals to businesses and provides long-term funding for your athletic department.

Branding Opportunities

Where the sponsor’s brand appears is a major factor in determining pricing and value. Athletic directors should think creatively about all the places a sponsor’s logo or name could be featured. High-visibility locations or exclusive rights should be reserved for larger sponsors, while smaller businesses can receive more modest placements. Consider these ideas for what to offer:

  • On-site Visibility:
    • Field Signage: Banners, digital scoreboards, and signs around the field or court. Banners provide great visibility during games and can be seen by both in-person attendees and those watching livestreams. These are perfect for mid-tier sponsors.
    • Field/Court Sponsors: The field or court itself also offers unique sponsorship opportunities. Painting logos on fields or putting decal stickers on courts provides an effective way to maximize sponsorship space and generate additional funds.
    • Jerseys and Equipment: Logos on team uniforms, practice gear, or team equipment bags ensures they’ll be seen in every game, and it’s typically saved for top-tier sponsors.
    • Programs and Game Day Announcements: Mentions in printed programs or during pre-game and halftime announcements offer affordable placement for lower-tier sponsors and are widely distributed during events.
  • Digital Presence:
    • Social Media and Website Exposure: Sponsors can be featured on the school’s athletic website, phone apps, social media posts, or included in newsletters sent to the school community. Featuring sponsor logos and promotions on the school’s athletic website or social media channels is a cost-effective way to provide exposure to smaller businesses.
    • Livestreaming Events: For schools that livestream games, offering logo placement or sponsor shoutouts during broadcasts adds extra value.
  • Event Sponsorship:
    • Special Events: Tournaments, fundraisers, or championship games are perfect opportunities for sponsorships. Sponsors can host halftime activities or giveaways, further enhancing their visibility and engagement with the audience.

Big Investments: Scoreboards and Naming Rights

One common pitfall is filling up all available sponsorship spaces too quickly, leaving no room for larger sponsors later. It’s important to reserve key sponsorship opportunities for businesses willing to make significant investments.

  • Scoreboards: Scoreboards are one of the most visible spots during games and provides long-term exposure. A new scoreboard is also a significant investment that can generate considerable revenue. Keep this valuable real estate available for a major corporate sponsor or as part of a capital campaign. You could also bundle scoreboard naming rights into a broader “Platinum” package, which includes premium exposure throughout your facilities.
  • Naming Rights: Naming a field, court, press box, or stadium section after a sponsor is a long-term commitment and should be offered to major sponsors who will invest for multiple seasons. If you plan to expand or renovate facilities, save naming rights for a major donor. This is a high-ticket item that could bring in upwards of $20,000 to $50,000, depending on the size of the facility and the scope of the sponsorship.

Establishing Sponsorship Packages and Benefits

A successful sponsorship package clearly outlines what the sponsor will receive in return for their investment. Tiering the packages gives businesses options and allows them to choose a level of involvement that matches their budget and marketing goals. Each tier should offer a clearly defined set of benefits that increase as the sponsorship level rises. Typically, three to five tiers work best. Following are four potential sponsorship tiers to serve as a basis in developing your sponsorship opportunities.

Bronze (Entry-Level Sponsorship): This is for smaller businesses or those just getting started with sponsorships. It could include simple benefits like logo placement in event programs or mentions on the team’s website. Pricing for this tier should be accessible, often ranging between $500 and $1,000.

  • Logo Placement: Sponsor logos in printed game programs or on your team’s website.
  • Announcements: Verbal acknowledgments during games (e.g., “Today’s game is brought to you by XYZ Company”).
  • Social Media Mentions: Feature the sponsor’s business in a social media post promoting an upcoming game.

Silver (Mid-Level Sponsorship): In this tier, sponsors receive more visibility. Options might include a banner at the field, mentions on social media, and public announcements at games. Silver sponsors often pay between $1,500 and $3,000.

  • Logo Placement: A small banner at home games and logo on team newsletters.
  • Announcements: Multiple acknowledgments during home games and written sponsor acknowledgment on your team’s website.
  • Increased Social Media Presence: Multiple posts throughout the season, featuring the sponsor.

Gold (High-Level Sponsorship): Reserved for larger businesses, this level might include a logo on team uniforms, naming rights to a tournament or section of the stadium, and significant brand exposure at all major events. Gold sponsorships can make anywhere from $5,000 to $10,000 or more, depending on your program’s reach.

  • Prime Logo Placement: On team uniforms or jerseys, large banners at home games, and mention in all game day materials.
  • Prominent Announcements: Game introductions and halftime shoutouts to the sponsor.
  • Social Media Campaign: Dedicated posts and stories highlighting the sponsor’s contribution throughout the season.

Platinum or Diamond (Exclusive Sponsorship): This top-tier sponsorship might include naming rights for a major facility (such as a gymnasium or scoreboard), premium logo placement, and a high level of interaction with the school’s sports community. This is ideal for businesses looking for long-term, highly visible partnerships. Pricing for these exclusive deals can exceed $20,000.

  • Facility Naming Rights: The sponsor’s name prominently displayed on a key part of the facility (e.g., “ABC Sports Complex” or a scoreboard).
  • Exclusive Branding: No competing sponsors within the same industry.
  • Complete Integration: The sponsor’s brand featured on all team communications, including newsletters, social media, event invitations, and more.

Every school and community is different, so adaptability is key. Tailor your sponsorship packages to fit your own school’s unique situation and capabilities, whether that means offering more digital exposure for smaller schools or creating premium packages for larger programs. By crafting detailed, tiered sponsorship packages and saving key opportunities for future investments, you’ll build long-lasting partnerships that benefit your athletic programs and local businesses for years to come.