#33. Sports Sponsorships: How to Get Companies to Sponsor Your Amateur Sports Team.

In India, sports beyond cricket are growing, with amateur leagues emerging in football, basketball, badminton, and kabaddi. However, many teams struggle to cover basic costs like uniforms, equipment, field rentals, travel expenses, tournament entry fees, and coach/trainer fees.

Sponsorships can reduce some financial pressure for teams while helping brands build a local community following.

If you're part of a team or an individual athlete looking for sponsorship, here's a guide with practical steps to raise sponsorship in the Indian market. I'll cover the steps you need to take, share real-life examples, and offer strategies to make your pitch more compelling. Let's dive in!

Why Sponsorships Are Essential for Indian Amateur Sports

Despite India’s growing sports industry, the vast majority of funding is concentrated in top-tier leagues, especially cricket. In 2022, the Indian sports sponsorship market was valued at ₹14,209 crore, with a staggering 85% of that going to cricket alone. This leaves many amateur and grassroots teams in other sports underfunded and they almost always struggle to cover their basic expenses.

In fact, a survey by the GoSports Foundation found that more than 60% of athletes in non-cricket sports struggle to cover basic costs for travel, equipment, and training. Sponsorships can make up for this gap, providing the funds necessary to keep amateur teams running and promoting lesser-known sports.

Let's Explore a Practical, Step-by-Step Approach:

Step 1: Understand What Sponsors in India Want

Let's face it, Indian businesses aren't just throwing money around for fun. They're looking for opportunities that give them a solid return on investment (ROI). Here's the kind of ROI they are looking for:

• Local Reach: They want to be the talk of the town, connecting with families, youngsters, and the whole neighbourhood.

• Desi Pride: Many brands want to show support for “Bharat ka Khel” (India’s sports) beyond cricket, supporting other sports like kabaddi, football, and athletics.

• Social Credibility: Indian brands, especially the local ones, are dying to be seen as the good guys in their community.

A Real World Example 🌏️ 

In Bengaluru, a bunch of futsal enthusiasts teamed up with a cool street-wear brand. The brand's logo was splashed across jerseys, and they set up hip merchandise stalls at matches. It was a win-win for everyone involved— the brand got access to their target crowd—“urban youth”, while the team raised the funding they desperately needed.

Pro Tip: When you're sweet-talking sponsors, don't just talk about yourself. Show them who your fans are, who your audience is. If you can prove you've got a loyal local following, you'll be in a strong position to attract sponsors.

Step 2: Build a Sponsorship Package That Works for Local Brands

Get creative with your sponsporship package. It should offer a variety of options for sponsors to explore. Here are a some ways to structure it:

• Logo Placements: Give sponsors' logos the VIP treatment - offer prime real estate on jerseys, banners, and your social media posts..

• Event Branding: If you’re hosting a match, invite sponsors to join you there & set up fun stalls or run exciting giveaways. It's a chance for them to mingle with your fans and create some buzz.

• Digital Presence: In India’s digital first world, social media is supreme. Help sponsors to shine online with shoutouts, posts, or even live-streamed game coverage. Give their brand visibility!

Statistics 📊 

A recent report shows that digital ad spend in India skyrocketed by 33% in 2022, with brands investing heavily to reach the younger audiences online. By offering social media visibility, you wont just speak their language, but also sing their tune!

Pro Tip: One size doesn't fit all. Make sure to offer different levels of sponsorship—from basic to premium— this way, both the neighboring cafe and the big corporate giant have a chance to participate.

Step 3: Show Sponsors the ROI with Measurable Metrics

Let’s face it - sponsors want to know they're getting bang for their buck. So how do you show them the worth for the money? By speaking their language: cold, hard numbers. Here's how you can make your pitch irresistible:

• Social Media Reach: Track engagement metrics; like followers, likes, and shares on your posts that feature the sponsor.

• Event Attendance: Provide estimated audience numbers for games or tournaments. Sponsors want to reach real people offline as well.

• Brand Impressions: Show sponsors where their brand will be visible—on jerseys, banners, and digital platforms.

Remember, it's not just about the numbers you have now—it's about where you're headed in the future! If your Instagram following is growing faster than a chai shop's queue on a chilly morning, show sponsors they're supporting a team with serious momentum. You're not just asking for cash—you're inviting them to be part of your team's exciting journey.

A Story from the Small Towns of India 🎦 

A kabaddi team from a small town in Maharashtra partnered with a local milk co-operative. They started tagging the brand in their nail-biting match highlights on social media. Before they knew it, engagement went through the roof! The dairy folks were thrilled and—boom—they're now backing the team's travel costs for the whole season. Now that's what is a win-win!

Step 4: Start with Local Businesses and Build Relationships

Chasing after a big corporate sponsor right off the bat can feel like trying to catch a high-speed train with your bare hands. Instead, start close to home.

In India, local businesses and community-based organizations are often interested in supporting local sports talent & initiatives. It's their way of connecting with customers and being the neighborhood hero.

Who Should You Approach?

1. Local Shops and Vendors: Many local grocery stores, cafes, or sports shops are happy to support the community. Try the cafe where your team hangs out - they might just be your first sponsors!

2. Team Members’ Families: Parents or relatives of team members who own small businesses or have contacts with local sponsors. Don’t be shy to tap into the team’s family network.

3. Repeat Sponsors: If your team has been sponsored by a local business before, approach them again with a fresh, exciting pitch!

This approach isn't just about getting funds - it's about building a support system that can last for years. In India, where relationships are the secret sauce of business, these local connections can be pure gold.

Pro Tip: When you're making your pitch, don't just talk numbers with them. Paint a picture of how supporting your team impacts the community. Many Indian businesses have a soft spot for giving back, especially when it comes to supporting young talent and sports. Make them part of your team's inspiring journey!

Step 5: Perfect Your Pitch

When you approach sponsors, make sure your pitch is clear, professional, and tailored to their needs. Here’s what to include:

• Tell Your Team's Story: Paint a picture of your squad that'll make sponsors feel the passion. Why your team matters and how it contributes to the local sports ecosystem

• Show Off Your Fan Base: Give sponsors a taste of the crowd you're pulling in. Who attends your games or follows you online?

• Serve Clear Sponsorship Options: Present a range of options that'll fit different budgets. Include something for everyone.

Pro Tip: Do Your Homework!
Before you walk into that meeting, Do some research on your sponsor’s values. If they emphasize community involvement, highlight how sponsoring your team helps them meet this goal. This will make your pitch feel relevant and well-thought-out.

Beyond Funding: Fostering Lasting Partnerships

Let's face it, sponsorships aren't just about the money. When you team up with sponsors, you're building a support network that's a win-win for everyone involved. For your squad, it's not just about keeping the lights on - it's about opening doors to new opportunities and getting your name out there. And for sponsors? It's their golden ticket to connect with the community and polish their brand image in a way that feels genuine.

Here in India, where relationships are the heartbeat of business, these sponsorships can blossom into something truly special. They become more than just a logo on a jersey - they're a shared story, a part of the community's fabric.

The Final Whistle

Alright, let's be real - snagging those sponsorships for your amateur team isn't a walk in the park. But here's the thing: it's absolutely doable if you can show sponsors what's in it for them. It's all about getting into their shoes, offering something valuable, and nailing that pitch.

Trust me, the right sponsorship can be a game-changer. It's your ticket to helping your team to grow, compete, and make their mark in a sports world that's hungry for fresh talent.

Need a hand crafting that killer sponsorship pitch? Give me a shout - let's get your team the backing it deserves and watch those dreams take flight!