Video Course: Lesson 3

Maintaining and
growing grassroots
sponsor relationships

Learn how to deliver on your promises and keep sponsors
coming back. This lesson covers how to create valuable
activations and build long-term, mutually
beneficial partnerships.

  • Short, easy-to-watch modules
  • Created for grassroots clubs
Lesson 3: Maintaining and growing grassroots sponsor relationships
Intermediate
1hr 2min
8 Modules
Free Access
Start Lesson #3

Lesson Structure

8 Modules | 1hr 2min total length

Module 1
Introduction to Retaining and Growing Sponsorship Relationships
Overview of today’s focus: sponsor retention and growing existing relationships
How the content also applies to acquiring new sponsors
Mark’s personal experience and the evolution of Snap
Module 2
Why Retaining Sponsors is Crucial
The vital role of sponsorship income for grassroots clubs
Understanding sponsor motivations — philanthropy vs business objectives
How to deliver value and perks to members through sponsors
Boosting your club’s credibility by keeping sponsors long-term
Why retaining sponsors is easier than finding new ones every year
Module 3
Delivering on Promises and Building Strong Relationships
Key to retention: delivering on promises and clear communication
Why checking in regularly with sponsors is critical
Setting expectations and ensuring both sides are aligned
How to keep sponsors engaged throughout the year
Module 4
Creating Long-Term Partnerships
Building long-term partnerships through valuable activations
Making activations personal and relevant to the sponsor’s objectives
Examples of simple and complex activations that work for any club
Using “land and expand” to grow sponsor value over time
Module 5
Practical Steps to Retain Sponsors and Add Value
Regular touchpoints with sponsors — from events to emails
Adding perks for your members through sponsor relationships
Creating additional value without increasing club costs
Demonstrating success to sponsors and ensuring renewals
Module 6
Case Studies and Real-World Examples
Example 1: A-Plan Insurance: simple activation with huge engagement
Example 2: Mercedes-Benz: multiple sponsor activations and benefits
Example 3: Opticra: educational activation with a fun twist for kids
Module 7
Next Steps for Building Long-Term Sponsorship Relationships
Creating a clear action plan to retain and grow your sponsor base
Customizing pitches and communications for each sponsor
Tracking sponsor success and setting future goals
Module 8
Q&A and Final Thoughts
Answering questions about sponsor feedback, communication, and renewals
Upcoming webinars and the next steps for your sponsorship journey

FAQs

Clubs create a profile that showcases their unique strengths and values. This profile is then visible to potential sponsors. Our platform also offers guidance on how to reach out to local businesses for additional sponsorship opportunities.

Yes! SNAP supports a wide range of grassroots sports clubs at every level across the UK.

With SNAP, you can connect with various sponsors, including local businesses, regional companies, and larger national brands. These are made of a mixture of organisations that can contact you and those you can contact.

Next lesson in the course

Lesson 4: The future of grassroots sponsorship

Learn how to use digital tools to create and send proposals, manage sponsor relationships, and schedule social media posts. Discover strategies for retaining sponsors, tracking success, and growing long-term partnerships.

7 modules
62 mins
Intermediate

Start securing sponsorship for your
grassroots club in weeks, not seasons

Take the hassle out of finding, managing, and retaining
sponsors with a platform built specifically for grassroots sports.
Trusted by thousands of grassroots clubs across the UK.