The rights fee is the cheap part
Most sponsorship underperforms because the activation budget is set after the rights fee is signed, and there is not enough left to do anything with them. Logo placement is not activation. What returns value is what happens around the fixture: the thing fans queue for, the data you capture, the content that travels, and the hospitality that turns a client into a contract.
- Plan activation budget alongside the rights fee, not after it.
- Design for the fan first; brand visibility follows engagement, not the reverse.
- Capture data and content at the point of interaction, every fixture.
- Extend the asset beyond matchday into retail, digital and B2B.
What we deliver on a season
A sponsorship year is an operations problem as much as a creative one. Fixtures move, weather turns, access windows are short and venue rules are unforgiving. We run the season as a repeatable operation with a build that survives twenty deployments.
- Fan zone and concourse builds designed for fast load-in and load-out.
- Matchday staffing, hosts and brand ambassador teams, trained to the brand.
- Hospitality programmes for clients, partners and internal stakeholders.
- Trackside, pit-lane and paddock activations where the rights allow.
- Sampling, giveaways and retail tie-ins around the venue and city.
- Content capture at every fixture for the always-on channels.
- Compliance with rightsholder, venue, licensing and safety requirements.
Fan engagement for clubs and rightsholders
We also work on the rightsholder side, building fan engagement and activation campaigns for clubs that need their commercial inventory to feel like an experience rather than an advertisement. The operating discipline is the same: a build that deploys quickly, staff who can hold a crowd, and reporting the commercial team can take to a renewal meeting.
Proving it worked
We agree the measures before the season starts and report them the same way every fixture, so the end-of-season pack is a trend rather than a reconstruction.
- Interactions and dwell time per fixture, compared like for like.
- Data captured, opt-in rate and downstream conversion where you can track it.
- Content volume, quality and channel performance.
- Hospitality outcomes: meetings held, opportunities opened.
- Cost per engaged fan across the season.
Indicative budget bands
Ranges, not quotes. Every brief is scoped and itemised before you commit.
- £25k – £75k
- Single fixture or short activation series with staffing and content capture.
- £75k – £250k
- Full-season fan zone or matchday programme with a reusable build.
- £250k+
- Multi-property or multi-market sponsorship portfolio with hospitality.