Every week we receive several enquiries about sports sponsorship searches from athletes, teams and sporting events. The request is essentially always the same: support for finding funds and budget to tackle a sporting season or organise an event.

We should clarify that this is not our core business: RTR Sports Marketing provides sports marketing consultancy to companies that use sport sponsorship as a communication tool. We work in the opposite direction from the sponsorship search: we start from the sponsor side, not the sponsored property.

That said, we find it useful to share these pages with those searching for sports sponsors. The tips below are practical and apply to everyone, from amateurs to professionals, from individual athletes to teams.

1. Understand what you can offer

Understanding sponsorship is the essential first step. Sports sponsorship is the exchange of marketing and communication benefits for money or services. The equation is not about seeking money but the value you can offer as an athlete or team. Spell out clearly what advantages you bring: visibility is just the tip of an iceberg that also includes B2B benefits, PR, activations and hospitality.

2. Come prepared

Before starting your search, prepare informative materials that clearly explain your assets. A polished brochure, a well-structured website, and a solid social media presence are essential. The quality of your photos, videos and copy determines credibility from the first impression.

3. Numbers, numbers, numbers

The core of every effective presentation is a solid data foundation. Gather reliable figures on your audience size, event attendance and engagement metrics. Saying “I compete in a popular championship” is very different from “I race in a series that recorded 130,000 spectators across 10 rounds in 6 weeks”. Always cite your sources.

4. Build a recognisable brand identity

Nothing undermines a pitch faster than a sloppy visual identity. Invest in a logo, a clear visual identity and presentable institutional materials.

5. Find brand and value alignment

Find alignment between your values and those of the companies you approach. Coherence between your property and the sponsor business is the foundation of any lasting agreement.

6. Build tiered sponsorship packages

Securing sponsors is not about asking for money: it is about proposing a measurable investment with clear benefits. Split your target budget into tiered packages with different benefits for investors at different levels.

7. Build and manage a contact database

Build an organised database to follow systematically throughout your search. A spreadsheet tracking contact name, role, details and request status will be your main tool.

8. Prepare a script or email template

Draft an email template or phone script covering all key points: who you are, why you are contacting them, the benefits for the sponsor, investment levels, and next steps. Refine it with each contact.

9. Follow up consistently

Marketing directors and investors are busy. Always agree on a future moment to continue the conversation. Every no you receive frees you to focus energy on more promising prospects.

Sports sponsorship search requires persistence

Finding sports sponsors requires preparation, method and perseverance. Read about MotoGP sponsorships or Formula 1 sponsorships to understand how major brands structure their sports investments.