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A pro sports deal can deliver attention, affinity, member growth and business relationships. It can also become the most expensive line in your budget with the least to show for it. This playbook helps you see the total investment before you sign, negotiate the rights and protections that matter, and run a season-long plan that connects the partnership to real outcomes.
What's inside:
A property and audience assessment, so popularity doesn't get mistaken for fit
A total investment worksheet covering rights, activation, media, production, people, hospitality, data and contingency
Rights to negotiate and the contract protections that matter, from category exclusivity to makegoods and exit terms
A season journey from preseason to offseason, with planning principles
Activation ideas for member growth, affinity cards, community and financial wellbeing
Hospitality with a business purpose, plus a guide to enterprise and commercial opportunities
Two sample campaigns: a team card season and a performance-triggered community program
Measures, tracking methods, an executive recap structure, a 90-day plan, worksheet and readiness checklist
You'll walk away with: a realistic view of what the partnership really costs, a contract that protects you, and a plan built to show results to leadership.
Format: 31-page fillable PDF
Bonus: One free month in the CU Sponsorship Collective. Reach out after purchase at kristin@thesponsorshipcompany.org for your discount code.
A pro sports deal can deliver attention, affinity, member growth and business relationships. It can also become the most expensive line in your budget with the least to show for it. This playbook helps you see the total investment before you sign, negotiate the rights and protections that matter, and run a season-long plan that connects the partnership to real outcomes.
What's inside:
A property and audience assessment, so popularity doesn't get mistaken for fit
A total investment worksheet covering rights, activation, media, production, people, hospitality, data and contingency
Rights to negotiate and the contract protections that matter, from category exclusivity to makegoods and exit terms
A season journey from preseason to offseason, with planning principles
Activation ideas for member growth, affinity cards, community and financial wellbeing
Hospitality with a business purpose, plus a guide to enterprise and commercial opportunities
Two sample campaigns: a team card season and a performance-triggered community program
Measures, tracking methods, an executive recap structure, a 90-day plan, worksheet and readiness checklist
You'll walk away with: a realistic view of what the partnership really costs, a contract that protects you, and a plan built to show results to leadership.
Format: 31-page fillable PDF
Bonus: One free month in the CU Sponsorship Collective. Reach out after purchase at kristin@thesponsorshipcompany.org for your discount code.