Finding and keeping cricket club sponsors: renewals and exposure reports
Updated
The short answer
Clubs find sponsors closest to home first, through members' own businesses and workplaces and the businesses near the ground, and keep them by delivering every benefit promised and reporting back with real numbers. The renewal conversation is easiest when the sponsor already has an exposure report showing where their logo appeared and how many people saw it, sent before the season ends.
Where to find sponsors
- Your own members: ask who owns or works at a local business, and whether you may mention them when you approach it.
- Businesses near the ground: cafés, trades, real estate, physios, pubs and car dealers within a few kilometres.
- Kinds of business you have no sponsor in yet, so you're not asking two competitors.
- Past players who now run businesses.
- Businesses that already sponsor local sport, which shows they value it.
Delivering what you promised
Sponsors rarely leave because the price was too high; they leave because they didn't see anything for it. Keep a list of what each sponsor is owed this season and tick it off: logo on match-day posts, a sponsor-of-the-week post, signage up, shirts printed, invitations to events.
Thank them publicly, more than once. A sponsor who sees their name on the club's results each week is easier to renew than one who only hears from you at invoice time.
Exposure reports and renewals
An exposure report shows a sponsor what their money did: which posts carried their logo, how many people those posts reached, and the benefits delivered. Send one mid-season and a full one at season's end, before you ask them to renew.
Start the renewal conversation a month or two before their renewal date, not after it. Offer the same package again, or a step up if their report is strong, and give them a date to decide by.
Where Morrie fits
Morrie puts sponsor logos on every card that suits and counts the real reach those posts got from Facebook and Instagram, so each sponsor's exposure report fills itself in all season. People → Sponsorship → Sponsor season report downloads one combined season report, and each sponsor's own report is on their row. Every sponsor can have a portal showing what they're on and what it reached.
Home lists sponsors whose renewal date is coming up and invoices past due, and once a renewal is 30 days away Morrie emails the sponsor's owner on the committee and a summary to the Treasurer and admins. Ready-to-edit email drafts cover the portal link, renewal reminders, thank-yous and follow-ups.
Sponsor logos and the exposure report come with every plan. Finding businesses on a map, the prospect pipeline and asking members where they work are the Sponsor Prospecting (+$479/season, add-on, on top of any tier) add-on.
A season's sponsor routine
- Before the season: list current sponsors with their renewal month and what each is owed, and set your tiers.
- Ask members where they work, and add the businesses they name as prospects.
- During the season: put sponsors on match-day cards and tick off each benefit as it's delivered.
- Mid-season: send each sponsor their exposure report and a thank-you.
- A month or two before renewal: send the season report with a renewal offer and a date to decide by.
Common questions
When should we ask a sponsor to renew?
A month or two before their renewal date, with their exposure report in hand. Morrie starts reminding the sponsor's owner on the committee when the date is 30 days away.
What goes in a sponsor exposure report?
Which posts carried their logo, how many people those posts reached, and the benefits delivered this season. In Morrie it's built from the club's real cards and the reach Facebook and Instagram report for them.
Can members suggest businesses?
Yes. Morrie can ask members, in a one-question email or on the join form, whether they own or work at a local business, and only mentions them in an approach if they've said you can.
