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Commercial sponsorship and partnership

Commercial sponsorship and partnership

20 May 2014

Framework for sports organisations in securing, developing and retaining commercial partnerships.

Key commercial elements are considered, including commercial planning for sports organisations, understanding your brand in a changing market, and how to minimise costs and maximise revenue streams.


  • Purpose of this booklet
  • Introduction
  • The Sponsorship process
  • Step 1: Brand management
  • Step 2: Property identification and development
  • Step 3: Identifying the sponsor target market
  • Step 4: Matching product and sponsor
  • Step 5: Selling the product
  • Step 6: Servicing the partnership
  • Appendix 1: Summary of key risks and mitigations
  • Appendix 2: Recommended reading

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