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Insights #3 – Intuitive Partner & Contract Management
The work and responsibilities of a marketing team are wide-ranging. From pre-sales and sales right through to after-sales and partner management, a wide variety of tasks need to be carried out every day.
“It’s a shame there isn’t a suitable tool that covers all these areas and helps clubs and associations to digitally support and optimise their day-to-day marketing work,” some people are no doubt thinking…
STOP: This tool exists – SPONSORIGHTS!
In addition to optimised rights management and active, data-driven sales management for pre-sales and sales, SponsoRights also enables its users to actively manage all partners and sponsors in the post-sales phase.
Insights: Intuitive Partner & contract management with SponsoRights
From partner master data and the maintenance of contact details for all points of contact, right through to the detailed recording of all sponsorship contracts, SponsoRights’ Sponsorship Management System covers everything professional clubs and associations need to have all key data on their partners and sponsors available at any time on a single platform.
With the help of contract management, clubs can record:
ALL contracts
ALL contract details (duration, renewal options, league dependency)
ALL booked advertising & hospitality rights
The value of the rights under the contract
The revenue generated per league and season per partner or contract (including cash/barter share)
The discount granted to the partner on their rights package
Each partner and contract can be assigned to the relevant partner and sales managers, ensuring that every member of the marketing team has a comprehensive overview of the partners, sponsors and contracts for which they are responsible at all times.
SponsoRights also provides its users with a wealth of other important information:
Which contract is due to expire?
Which contract is renewed automatically?
Which contract has already been terminated?
Which contract includes significant discounts?
Which contract is also valid in another league?
Based on this data, the club is then able to establish not only perfect contracting but also optimised partner management, which binds the partner more closely to the club and increases the likelihood of further or even greater sponsorship commitment.
In addition, it also offers its users a number of opportunities to generate additional revenue, as the following in-depth look at discounts illustrates:
First things first: in our view, discounts are a very important aspect and a powerful lever for optimisation in marketing, yet many clubs have so far tended to attach only secondary importance to them. And this is despite the fact that there is significant untapped growth potential in this very area.
The reason for this is simple: many clubs often do not know in detail how much of a discount is currently being granted to a partner, because the necessary database is lacking. This does not mean that the clubs are unaware that they generally grant discounts to their partners and sponsors; rather, they tend to ‘take a rough guess’ or make an estimate, rather than being able to determine a specific figure.
High discounts are often hidden, particularly in the case of long-standing partners and contracts. After all, the sponsor is a long-term supporter who has likely been a reliable partner to the club even in difficult times, and whose loyalty deserves to be rewarded. Consequently, they have been receiving the same rights at the same (old) price for years, even though the price list has in some cases changed several times or the club is now playing in a higher league thanks to its sporting success.
Over time, a club runs the risk of squandering enormous revenue potential in this way.
Quite apart from the fact that sponsors, who are generally well-connected, are not particularly pleased when the sponsor at the next table or the person sitting next to them in the business seats in the stands is paying a significantly lower price for the same services than they are.
SponsoRights provides the solution for professional clubs in this context:
The SponsoRights Sponsorship Management System provides its users with a fully automated, precise indication of the discounts granted per partner and contract. This enables the club to avoid (excessively) high discounts right from the outset of the contract, or to identify high discounts from the past and systematically reduce them during future contract renewals.
Best practices show that simply by gradually reducing discounts year on year, it is possible to generate significant additional revenue in the low to mid ten-thousand range, meaning there is considerable growth potential.
SponsoRights helps to unlock this potential!