Finding local sponsors for your club

Checked against official sources in November 2026. Rules change, so follow the links before you act.

Local sponsorship is one of the most reliable ways for a grassroots club to pay for kit, equipment and events. Most sponsors aren't big brands. They're the garage on the high street, the estate agent whose children play for the under-11s, the builder who used to turn out for the vets.

This guide covers where to find sponsors, how to pitch them, what to offer, the rules on who can sponsor junior kit, how to look after sponsors, and the tax difference between sponsorship and a donation.

Scouting: where to find sponsors

Start with the people who already know you. A warm introduction beats a cold email every time.

• Parents, players and members who run or work for local businesses. Ask at training and in the club newsletter.
• Businesses your club already spends money with: your kit supplier, the coach company, the local printer.
• Firms whose customers are your members: estate agents, solicitors, opticians, dentists, driving schools, gyms, cafes.
• New businesses opening nearby, who want local awareness.
• Firms that already sponsor other local clubs or events. They understand the value.

Making the pitch

Keep your approach short and specific. A one-page outline works better than a glossy pack. Include who you are, how many members and families you have, what you need the money for, what the sponsor gets, and the price.

Lead with the community story, not the logo. 'Your support pays for the girls' under-12s kit and their first season in the league' is more persuasive than 'logo on shirt'. Ask for a short meeting rather than a decision by email, and bring someone who knows the business owner if you can.

Follow up once, politely. If the answer is no, ask whether they'd consider donating a raffle prize or sponsoring a single match instead.

Timing matters. Many clubs order kit in late spring or early summer for the new season, so start conversations well before then. Some businesses set their marketing budgets at the start of their financial year, so it's worth asking when that is. And don't approach the same business from three different team managers: agree as a committee who speaks to whom, and keep a simple shared list of who's been asked and what they said.

Building sponsor packages

Offer a range so businesses of any size can say yes. Common packages include:

• Kit: shirt front for a team or the whole club, usually for two or three seasons to match the kit cycle.
• Training wear and bags: cheaper than match kit and seen at every session.
• Pitch-side boards: a fixed fee per season, with the sponsor paying for or contributing to the board.
• Events: headline sponsor of your fun day or tournament, with branding, a stall or a mention on the PA.
• Digital: logo and link on your website, posts on social media and a mention in the newsletter.
• Small-ticket options: match ball, player or man-of-the-match sponsorship for local traders on a tight budget.

Put what's included in a short written agreement: what the sponsor pays, what they get, for how long, and what happens if either side wants to end it.

Ref's decision: kit rules for junior teams

Governing bodies have rules on who can sponsor kit, especially for young players. In football, The FA's Kit and Advertising Regulations for 2026-27 ban advertising on the kit of a team whose players are all under 18 (age on 31 August of the current season) for any product, service or activity that's harmful to the welfare, health or general interest of young people, or otherwise inappropriate for their age. Alcohol, breweries and gambling are given as examples and are 'unlikely to be permissible under any circumstances'.

Pubs and restaurants may be acceptable unless they exist mainly to supply alcohol. The FA says clubs should contact The FA or their County FA before agreeing any sponsorship that may be inappropriate for young people. Youth competitions are covered by the same ban and should get approval from The FA or their County FA before agreeing such sponsorship.

At every age level, FA rules prohibit tobacco advertising and political or religious messages on any clothing, boots or equipment. Match officials of any age are also banned from carrying tobacco, gambling and alcohol sponsorship.

These are football rules. Other sports have their own, so check with your governing body before you sign.

Keeping sponsors on side

• Say thank you publicly and privately, soon after they sign.
• Send photos of the team in the kit, or the board on the pitch, so they can share them.
• Invite them to a match, the presentation evening or the fun day.
• Tag them in social posts and encourage members to use their business.
• Send a short report at the end of the season: what their money paid for and how the teams did.
• Ask about renewal well before the agreement ends, not the week the new kit is due.

Sponsorship or donation? The tax point

HMRC treats sponsorship differently from donations, because the sponsoring business gets something business-related in return, such as public support for its products, use of the organisation's logo, the right to sell at its events, or a website link. The business can usually deduct sponsorship payments from its profits as a business expense. See GOV.UK on sponsoring a charity.

That page is written for charities, so applying it to a CASC is by analogy. Two points for CASC treasurers: Gift Aid can't be claimed on a donation from a limited company, and sponsorship income may count as trading income for the CASC limits. Our CASC and Gift Aid guide has more. If the sums are large, ask an accountant.

Committee questions

Sources

• The FA: Rules of the Association 2026-27, Section 10 - Kit and Advertising Regulations
• GOV.UK: Tax when your limited company gives to charity - sponsoring a charity
• GOV.UK: Claiming Gift Aid as a charity or CASC - what you can claim it on