A few days ago we received a contact request through our website form. The message was brief: “it would be worth discussing by phone”, with no further details. We replied promptly by email, shared our contact details, linked to our services and client portfolio, and asked for more information. The response: all materials would be shared only after a first phone call. We agreed on a time and date.

The difference between consultants and funders is not trivial

When we finally spoke, our interlocutor explained he was looking for funding for his son’s sports career. Unfortunately, we clarified, this is not our business: we are consultants who help companies invest in sport as a marketing tool. We do not find sponsors on behalf of athletes or teams.

“Oh, I didn’t know that” — he replied, unfazed — and proceeded to describe his son’s past victories and future projects. Out of curiosity, I asked what sport the boy played. Goalkeeper for an amateur football club. We clarified that our core business is motorsport: MotoGP, Formula 1 and Formula E. This too, apparently, was news to him.

Before hanging up, he asked whether we knew any agents specialising in sponsors for youth football. We politely explained that we did not, as our work is corporate consultancy, not sports management. His final remark said it all:

“Excuse me — I asked — did you visit our website?”
“No. I found you on Google and wrote to you. I didn’t have time to look into it.”
“But I sent you our service list and client portfolio in my first email…”
“I remember, but it’s been a hectic time. I thought I’d save time and contact you directly.”

It’s like calling a notary when you need a cardiologist

As paradoxical as it may seem, this kind of approach is surprisingly common. We see it repeated in different forms: generic requests, no brief, no prior consultation of our services, no understanding of whether our profile matches the need.

We fully understand the pressure of looking for sponsors: it is a draining activity, a distraction from athletic performance, and one that rarely yields quick results. We deeply respect those who try. But out of respect for anyone who invests time in this search, that search must be structured and informed.

In 2024-2025: why personalisation is everything

The sports sponsorship market has changed radically in recent years. Brands today receive dozens — sometimes hundreds — of proposals every season. Standing out in this environment requires far more than a generic email or an unplanned phone call.

Industry professionals know this well: the proposals that work are those built on specific data. What are the target sponsor’s marketing objectives? Which geographic market are they looking to grow in? What type of audience are they trying to reach — by age, income, lifestyle, digital habits? Which competitor is already investing in sport, and with what results?

Answering these questions before picking up the phone is not a luxury: it is the minimum requirement to be taken seriously. A personalised brief — one that shows you have studied the company, understand its objectives, and can explain why that specific partnership creates value — has an immensely higher response rate than any generic approach.

What to do before contacting a potential sponsor

Before writing any email or requesting any meeting, it helps to answer these questions:

1. Is this the right contact? Does it make sense for this company or agency to be interested in your project? Do they operate in the right sector and market?

2. What exactly do they do? What services do they offer, what clients do they serve, what is their specialisation? Are they a holding, an agency, a direct brand?

3. What are their marketing objectives? Are they seeking visibility in a specific market? Do they want to engage a younger audience? Are they focused on brand awareness or direct conversions?

4. What can you concretely offer? Visibility on which channels? To what audience? With what supporting data — followers, impressions, TV coverage, social media engagement?

5. Why should they choose you, now? What is your differentiating factor? Timing, geographic market, sporting results, type of audience?

Answering these questions does not guarantee a yes, but it guarantees a serious conversation. And it is the only way to turn sponsor searching into a scalable, professional activity — rather than a series of shots in the dark.