My Experience Seeking Recreational Soccer Club Sponsorship
For several years, I’ve been part of Wheezles FC, a co-ed soccer team known for our sportsmanship, community ties, and competitive edge in the Asheville Buncombe Adult Soccer Association (ABASA). When our long-time captain stepped down, I was honored to take on the role with my teammates’ support. I’m nowhere near the best on the field, but I knew my leadership could bring value—both in competition and in supporting the team off the field.
One of my first priorities as captain was tackling a practical issue: our aging jerseys. No one wants to play in pilled, stained, and torn uniforms. We wanted something we could be proud of and feel comfortable wearing. While we considered using personal funds for replacements, we decided to explore sponsorship as a better long-term solution. After aligning on the types of businesses we’d feel proud to represent, we created a shortlist of potential sponsors, including several local breweries.
Ian, one of my talented teammates, brought his creativity to the table by designing striking jersey concepts that set the tone for our sponsorship pitch. Meanwhile, I focused on crafting a detailed proposal to present to potential sponsors.
Understanding the Sponsorship Opportunity
Before crafting the pitch, I conducted a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats related to seeking sponsorship. This step helped clarify our value proposition and the specific businesses we should target.
- Strengths: Our reputation, longevity in the league, and consistent sportsmanship awards.
- Weaknesses: Limited visibility beyond the league’s ecosystem.
- Opportunities: Local businesses eager to stand out in Asheville’s competitive market.
- Threats: Competing sponsorship pitches from other teams in the league.
This foundational analysis guided the structure and tone of our pitch.
Crafting the Sponsorship Pitch
The pitch was designed as a 14-page slide deck, structured to progressively build interest and address potential sponsor concerns. Here’s how it was organized:
Market Analysis
I opened with a market analysis tailored to each business type, primarily targeting local breweries. The analysis highlighted:
- The size of Asheville’s brewery market (nearly 50 businesses competing for a share of a billion-dollar industry).
- The challenges of differentiation in a crowded market.
- The growing importance of authentic community connections in marketing strategies.
This established the “why” for sponsorship—positioning it as a solution to stand out and foster goodwill.
Team Overview and Value Proposition
Next, I introduced Wheezles FC, focusing on our unique selling points:
- Reputation: A long-standing team known for good sportsmanship and community engagement.
- Visibility: Regular participation in highly attended matches in ABASA.
- Community Ties: Players who are local professionals, volunteers, and leaders.
I framed the partnership as an opportunity to associate with a team that reflects positive values and professionalism, both on and off the field.
Sponsorship Proposal
The core of the pitch detailed what we were asking for and what we were offering in return:
- Request: Financial support for custom jerseys, in exchange for naming rights and logo placement.
- Deliverables: Brand visibility through logo placement, league exposure, and social media mentions.
Ian’s jersey designs provided a tangible example of how the sponsor’s branding would appear, bringing the concept to life.
Competitive Benchmarking
I included examples of other teams in the league with sponsors to show the precedent for such partnerships. This was crucial in demonstrating that our ask was both reasonable and in line with industry norms.
Return on Investment (ROI)
One of the most critical sections broke down the potential ROI for the sponsor. Metrics included:
- Estimated audience size per game: Over 100 attendees on average.
- Social media reach: 1,500 impressions per post based on team and league activity.
- Longevity of exposure: Jerseys are worn repeatedly over multiple seasons, ensuring continued visibility.
I framed the sponsorship as a cost-effective advertising opportunity compared to traditional marketing channels.
The Final Call to Action
The pitch concluded with a direct and actionable request:
- A summarized sponsorship offer tailored to the specific business.
- Clear next steps, including timelines for decision-making and jersey production.
Key Takeaways from the Pitch Process
This experience reminded me of several lessons about crafting an effective pitch:
- Understand Your Audience: Tailoring the pitch to each business’s pain points and goals was key to capturing their interest.
- Leverage Visuals: Ian’s jersey designs made the pitch tangible and compelling, reinforcing our professionalism.
- Quantify Value: Presenting concrete metrics and ROI helped justify the investment.
- Tell a Story: By weaving our team’s history and values into the pitch, we created an emotional connection that resonated with potential sponsors.
The Result: Building a Partnership
Outsider Brewing stood out as our first choice from the beginning. They are passionate about their brand identity and were excited by the idea of having a team in the league. After approaching them, they immediately became immersed in our team’s culture, attending games, cheering us on, and promoting our connection on their social channels. They opened their doors to us, and we got to know each other beyond the pitch.
I didn’t expect to forge such a meaningful connection with a sponsor when we first set out on this endeavor. It’s a reminder that sponsorships are more than transactions—they’re opportunities to build community, create lasting connections, and showcase the power of storytelling. I’m honored to be able to support my passion with my professional talents and grateful for the new and interesting people this journey has brought into my life.
If you would like to take a look at the winning pitch, check it out here.
I also recommend that you check out our team’s sponsor, Outsider Brewing. Outsider Brewing truly exemplifies everything we were looking for in a sponsor and I couldn’t be happier with the relationships we’ve made. They value connection, transparency, accessibility, and curiosity, making them a natural fit for Wheezles FC. They’re all about building relationships—between people, local agriculture, and the craft brewing process. Their transparency is literal, as they share every step of their brewing process. If you’re looking for a brewery that’s as passionate about its community as it is about its craft, Outsider Brewing is the place to go.
Aaron Edwards 