System guide
CRM for sports clubs
Sponsors, partners, members and volunteers – a club has more relationships than most companies. Here is what a CRM for sports clubs should do, and why a standard CRM rarely fits.
What is a CRM for sports clubs?
CRM stands for customer relationship management – a system that keeps track of relationships. In a company, the relationships are customers. In a sports club, they are sponsors, partners, season ticket holders, members, parents and volunteers – and they are connected: the sponsor sits on the board, the parent owns the company that sponsors the U15 team.
A CRM for sports clubs brings those relationships together in one place, so the club knows who it knows, what has been agreed and when someone needs a call. And so it doesn't disappear when the sponsorship manager steps down.
Sound familiar?
- The sponsor's contact person is in the former chair's phone
- Nobody knows what was last agreed with the sponsor
- Follow-up depends on who remembers it
- When the sponsorship manager steps down, the club starts from scratch
What a CRM for sports clubs should do
- Bring company, contacts, agreements and history together on one page
- Show what the sponsor has bought – and whether they got it
- Remind you about follow-up, expiry and renegotiation
- Connect with invoicing, tickets and events
- Work for the treasurer, the chair and the sponsorship manager – not just one person
Standard CRM or club CRM?
The big CRM systems are built for sales departments with leads and quarterly targets. They can be set up for a club, but you end up building sponsor agreements, tickets, deliverables and invoicing on top yourselves – and nobody in the club has time for that.
A CRM for sports clubs has it all from the start: the sponsor is not just a contact, but an agreement with products, tickets, deliverables and an invoice.
- Sponsors and partners with agreements and history
- Sales pipeline for new sponsors
- Tickets, hospitality and networking on the same relationship
- Invoicing and accounting linked to the agreement
How Sportmanager does it
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Sponsors and sales
All sponsors, offers and agreements in one place – from first contact to renegotiation.
Read about sales -
Activation
What the sponsor has bought becomes deliverables that get carried out and documented.
Read about activation -
Newsletters
Write to sponsors, VIP guests or the board – without exporting lists.
Read about newsletters
Questions about CRM for clubs
Is Sportmanager a general-purpose CRM?
No. Sportmanager is built for sports clubs and combines CRM with sponsor agreements, a sales pipeline, tickets, events and invoicing. That is the difference between a contact list and a tool for running your sponsorship work.
How do we keep track of all our sponsors?
Each sponsor has its own page with contacts, agreements, invoices, tickets and everything you have sent to and heard from them. Everyone in the club sees the same thing.
Can we import our spreadsheet?
Yes. Companies and contacts are imported from Excel, and company data is pulled from the Danish company register (CVR), so you don't have to type in addresses.
Does it suit small clubs?
Yes. The Starter plan is made for clubs that want to keep track of their sponsors and gather their data in one place – and you can expand when the need arises.
Read also
Ready for a CRM that fits your club?
Create your club and add your sponsors – or book a demo where we show how the relationships connect.