Guide
Renegotiating sponsor agreements
Most sponsors aren't lost to a competitor – they're lost because no one called in time. Here's how to make renegotiation a routine instead of firefighting.
Sound familiar?
- The expiry date is discovered when the sponsor asks if they're still on board
- The renegotiation is only about price, because no one has numbers on the value
- The sponsor gets the same package as last year – and says no thanks
- The person who knew the sponsor has left
Five steps to a successful renegotiation
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See what's expiring – six months ahead
That leaves time for a meeting, a new proposal and another round.
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Gather the documentation
Photos of the banner, attendance, used tickets, media coverage. What did the sponsor actually get for the money?
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Propose something new
Not just the same package at the same price. A networking meeting, a skybox, a different placement – something that shows you've given it thought.
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Build the new agreement on the old one
Renew for next season with the same products, and change what needs changing.
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Track renewals in numbers
How many renewed, how many upgraded, how many dropped out – season by season.
How Sportmanager helps
Expiring agreements are shown 1, 3 and 6 months ahead. The sponsor's page shows what they've used of the agreement, and the new agreement is created from the old one with one click. Under Finance you track new sales, upsells and renewals.
- Agreements expiring within 1, 3 and 6 months
- Deliverables and ticket use documented on the sponsor
- Renew for next season – it counts as a renewal
- Renewals and annual value per agreement in Finance
Questions
When should we start the renegotiation?
Six months before expiry. That leaves time for a meeting, a new proposal and another round – and the sponsor's budget for next year is still open.
What do we do if the sponsor wants a lower price?
Take something out of the package instead of lowering the price for the same thing. And have the documentation ready – it's harder to negotiate the price down when the value is visible.
Can we reuse the old agreement?
Yes. The renewal builds on the products and terms of the existing agreement, and you change what needs changing.
See also
Ready to renegotiate in good time?
Create your club and see what's expiring – or book a walkthrough.