BEST PRACTICE: Unlocking Success Through Partnerships and Sponsorships
Institute for Youth Sports Leaders (IYSL)
Elevating the youth sports experience, one leader and one organization at a time.
In the latest installment of our Best Practice in Youth Sports series, we delve into the remarkable journey of Seacoast United, a prominent youth sports club spanning across Maine, New Hampshire, and Massachusetts. Led by visionaries Paul Willis and James Peterson, the club's approach to partnerships and sponsorships has not only transformed revenue streams but also fostered deep and meaningful connections within the community.
Organization
Background
Orchestrating sponsorship sales exceeding $5 million in the past 10 years is James Peterson , a seasoned professional who joined Seacoast United in 2013. Renowned for his innovative strategies and unwavering commitment to relationship development, Peterson's journey exemplifies the club's evolution from transactional sponsorships to enduring friendships.
Evolving Partnerships: From Sponsorship to Friendship
Central to Seacoast United's ethos is the progression of partnerships from mere transactions to profound friendships. Guided by President Paul Willis vision, the club follows a four-step approach: Sponsorship, Partnership, Relationship, and Friendship. Illustrating this philosophy are enduring connections with industry giants like 耐克 . Originating shortly after the 1994 USA World Cup, this partnership has blossomed into a profound friendship spanning over two decades. Similarly, Seacoast's affiliation with luxury hotel brand Ocean Properties Hotels Resorts and Affiliates began with a small donation but evolved into a substantial partnership, underpinned by mutual respect and trust. Paul Willis and Patrick Walsh, President of Ocean Properties, epitomize the culmination of such partnerships, transitioning seamlessly into genuine friendship.
Key Tip: Nurture Relationships: Beyond Transactions The transition from sponsorship to friendship is marked by mutual support and a genuine interest in each other's success, rather than a tally of benefits exchanged.
Innovation and Perseverance: The Key to Success
Seizing opportunities and thinking outside the box has been instrumental in Seacoast United's ascension. Rejecting conventional sponsorship levels, James personalized each deal according to the partner's interests, needs, and financial capacities. This bespoke approach ensured that partners received tailored benefits, fostering deeper engagement and satisfaction.? Additionally, regular quarterly check-ins and annual reviews became integral to maintaining partner satisfaction and refining sponsorship agreements.
Key Tip - Customize Sponsorship Deals: Tailoring sponsorship agreements to align with partners' interests and capabilities enhances satisfaction and fosters long-term commitment.
Creating Value Beyond Sponsorship: The Seacoast Business Network
In 2016, Seacoast United introduced the Business Network, a platform akin to a Chamber of Commerce, facilitating networking opportunities for partners. One of the most innovative initiatives has been a career fair organized by the club in concert with New Hampshire Employment and Security.? Due to COVID-19 pandemic, the first event in January 2021 was a virtual careers fair.? In the past three years, there have been 6 virtual and two in person careers fairs with average attendance of 100 businesses and over 300 job seekers per event.?? Another demonstration of the club's commitment to adding tangible value to sponsors' businesses.
Key Tip - Offer Value Beyond Traditional Sponsorship Benefits: Providing platforms for networking and collaboration enhances the value proposition for sponsors, fostering deeper engagement and loyalty.
Maximizing Sponsorship Assets
Understanding and leveraging sponsorship assets are paramount to success. Seacoast United strategically utilizes various assets, including jersey branding, signage, digital platforms, and events, to maximize exposure for its partners. A robust digital presence, with a monthly newsletter reaching over 100,000 subscribers, amplifies partners' visibility and engagement.? Moreover, initiatives like the Business of the Week feature on social media showcase partners and enhance visibility.
Key Tip - Harness Sponsorship Assets Strategically: Identifying and effectively utilizing sponsorship assets, both traditional and digital, maximizes exposure and engagement for sponsors.
Proactive Sponsorship Outreach and Engagement
Delegating responsibility for sponsorship outreach and engagement ensures dedicated focus and expertise. James Peterson emphasizes the importance of assessing the club's membership to identify potential sponsors within the community. Implementing clear calls to action, such as simplified sponsorship interest forms, streamlines the process for interested members, facilitating seamless engagement with potential sponsors.
Key Tip - Delegate Responsibility and Streamline Engagement: Assigning dedicated staff and implementing clear calls to action streamline the sponsorship process, enhancing efficiency and effectiveness.?
Game Changer: James Peterson
James Peterson is a seasoned professional in sports marketing and sponsorship, with a proven track record of driving revenue and fostering impactful partnerships. With a background in business marketing and sports coaching, James's expertise spans diverse sectors, including professional soccer and multiple youth sports. As a pivotal figure in Seacoast United's success story and a driving force behind its innovative sponsorship initiatives, James continues to shape the future of youth sports sponsorships through his role at 3STEP Sports. Connect with James through LinkedIn.
Best Practice Alignment - Best Practice #51 DIVERSIFIED REVENUE: The organization is not overly reliant on a single source of revenue such as membership fees.
Written by: David Newbery , Director, Institute of Youth Sports Leaders
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Links to the last 3 Youth Sports Best Practice Articles: