Some clubs marketing managers are making the assumption that contra sponsorships are second-class citizens in the sponsorship universe. They couldn’t be more wrong.

A good contra sponsorship deal could be worth more to the Club than a minimal cash sponsorship.

Approaching a potential sponsor with an idea of what you want to contra deal with, be it hats, flip flops, other products and other promotional items will make it easier to get the deal done. In return for the items, you can offer the sponsor displayed logos, corporate banners and general branding. 

This type of sponsorship can be just as valuable as cash sponsorship in many instances.

For example, a merchandise sponsor can supply you with branded products that you can sale at discounted price and yet use the sales revenue to off-set club or event operational cost.

It’s no secret that everyone likes merchandise, especially when it’s useful or unexpected. Providing branded merchandise in the form of tools that attendees may need at the event, like lanyards, pens, or water bottles, is a classic sponsorship opportunity. 

This is the perfect example of a mutually beneficial contra deal: An exchange of items between two parties without exchanging cash. Both parties use the assets they have developed in their brands. Collaboration might involve money for the campaign, but no cash exchanged between the two partners.

While cash will always remain Queen, in order for a Club to stay at the top of the sponsorship game and attract ongoing partnerships you must revisit your way of thinking and perhaps going forward to the future by having a portion of your sponsorship strategy being contra. 

Think of what the Club could do with all that saved spending!!

Remember: The sponsor is not interested in attending your matches/event; they want to know how much visibility they will get at your matches/event, and that’s fundamentally different from what attendees are interested in.