Sponsorship package examples, and a template you can copy
Below are three package structures that work at different club sizes. They are deliberately specific — the point of an example is the detail, not the shape.
Example one: a semi-professional rugby club
Roughly 4,000 supporters, 9 home fixtures, an active social following of 20,000 and a website doing 15,000 sessions a month in season.
| Tier | Contains | Annual |
|---|---|---|
| Title partner | Front of jersey, category exclusivity, match centre presentation on web and app, 4 perimeter boards, 24 social posts, 12 newsletter placements, 10 hospitality seats per fixture, 2 player appearances | R2.4m |
| Official partner | Sleeve, 2 boards, player-of-the-match presentation, 12 social posts, 6 newsletter placements, 4 seats | R450k |
| Supporting partner | 1 board, fixtures page placement, 6 social posts, 2 seats | R120k |
Note what makes the tiers different: category exclusivity and front-of-jersey exist only at the top. The gap between tier one and tier two is not "more of the same", it is "things you cannot otherwise have".
Example two: a cricket franchise
A longer season, fewer but bigger fixtures, and a much stronger digital audience relative to attendance.
| Tier | Contains | Annual |
|---|---|---|
| Title | Naming rights, front of shirt, boundary boards, app match-centre presentation, ball-by-ball sponsorship, 30 social posts, full-season reporting | Negotiated |
| Official | Back of shirt, 4 boundary boards, scorecard sponsorship, 15 social posts | Tiered |
| Matchday | Single-fixture takeover: boards, app takeover, 3 social posts, hospitality | Per fixture |
The matchday tier matters more in cricket than rugby. Fewer fixtures means each one carries more weight, and a single-match package is an easier first purchase for a local business.
Example three: a community club
Smaller numbers, but the same discipline. The mistake community clubs make is selling "support the club" rather than selling audience.
- Kit partner — front of shirt for the season, name on the squad page, 8 social posts
- Board partner — one perimeter board, listed on the partners page, 4 social posts
- Matchday partner — one fixture: announcements, programme, 2 social posts, 4 tickets
Even at this level, attach numbers. "8 social posts reaching an average of 2,400 accounts each" is a proposition. "Support your local club" is a donation request, and it gets priced like one.
The template
Copy this structure. One row per inventory unit, one column per tier.
| Inventory unit | Audience | How measured | Tier |
|---|---|---|---|
| Front of jersey | Attendance + broadcast + photography | Estimated | Title only |
| Perimeter board | Attendance + photography | Measured | All tiers |
| Website match centre | Served impressions | Counted | Title, Official |
| App match centre | Served impressions | Counted | Title only |
| Player of the match | Served impressions + vote participation | Counted | Official |
| Social post inclusion | Reported reach per post | Measured | All tiers |
| Newsletter placement | Sends + open rate | Counted | Title, Official |
| Hospitality | Seats per fixture | Fixed | All tiers |
The column that changes everything is "How measured". Once a sponsor sees that you have separated counted from measured from estimated, the conversation shifts from haggling over price to discussing which units they want. That column is the entire credibility of the document.
What to leave out
Anything you cannot report on. "Brand association", "goodwill", "community alignment" — these are outcomes, not deliverables. Put them in the covering letter if you like, but keep them out of the package table, because a sponsor's finance team will ask what they cost and nobody will have an answer.
What a partner actually receives, month by month
A package table shows what was promised. What closes the second season is showing what arrived. This is the delivery schedule behind the title tier in the first example above.
| Month | Social posts | Newsletter | App impressions | Notes |
|---|---|---|---|---|
| Pre-season | 2 | 1 | — | Kit launch, squad announcement |
| Month 1–5 | 4 each | 2 each | ~20,000 each | Matchday cycle |
| Finals | 2 | 1 | ~34,000 | Peak traffic month |
| Season total | 24 | 12 | ~134,000 | Contracted: 24 / 12 / 120,000 |
Notice the app impressions run over contract while the post count lands exactly on it. That is what a real season looks like, and showing both is more convincing than showing only the overachievement.
Pricing the examples
The figures in the first example are not arbitrary. Working backwards from the club's own CPM:
- Counted digital inventory across a seven-month season, at R48 CPM with attention multipliers applied, produces roughly R32,000 of media value
- Perimeter boards and kit, modelled from attendance across nine home fixtures, add a substantially larger estimated figure
- Hospitality and player appearances are priced at cost plus a margin, not as media
The title tier sits at a multiple of the counted figure because it also carries exclusivity and front-of-jersey, which have no impressions attached but genuinely constrain what the club can sell elsewhere. That premium is defensible precisely because you can show what the measurable portion is worth underneath it.
A community club example, in full
Smaller numbers, same discipline. A club with 800 followers, 1,200 monthly site sessions and 400 average post reach:
| Tier | Contains | Season |
|---|---|---|
| Kit partner | Front of shirt, squad page listing, 8 social posts, name on the partners page | R18,000 |
| Board partner | One perimeter board, partners page, 4 social posts | R6,000 |
| Matchday partner | One fixture: announcements, programme, 2 posts, 4 tickets | R1,500 |
The matchday tier matters most here. At R1,500 a local business can decide in the pub, and a club with nine home fixtures has nine of them to sell. That is R13,500 from a tier most community clubs never create, and every buyer is a candidate for the board tier next season.
What to send, and in what format
Send a PDF. Not a link, not a portal, not a presentation that requires you to talk over it. The person you meet is rarely the person who signs, and your document has to survive being forwarded to someone who was not in the room.
Put the package table on page two, after a single page stating what it costs and what it delivers. Everything else — club history, community programme, photographs — goes behind that or into an appendix.
The clause worth adding
Include a short paragraph in every agreement setting out what the reporting will be and when it arrives. Monthly one-page summary, portal access, full report at season end.
It costs you nothing if you have the tooling, it signals seriousness immediately, and it prevents the renewal meeting where a sponsor asks a question nobody prepared for.
Common questions
What does a sponsorship package look like at a semi-professional club?
Typically a title partner taking front of jersey and category exclusivity, an official partner on a named asset, and a supporting partner on boards and digital, with wide price gaps between them.
What is the most important column in a package table?
How each figure is measured. Separating counted from measured from estimated shifts the conversation from haggling over price to choosing units.
What should be left out of a sponsorship package?
Anything you cannot report on. Brand association and goodwill are outcomes, not deliverables, and a finance team will ask what they cost.
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