caytoo analyses trends in who sponsors soccer governing bodies to help them know where to focus targeting and with what message

This analysis looks at deals signed in the last three years across soccer governing bodies. These are defined as those responsible for organising/ administering soccer within a geographic region (be it a continent, country or domestic region) or a specific competition.

1. Which subcategories to prioritise

From a simple ‘numbers game’ perspective, these are the most viable subcategories overall to target, as these sign the most sponsorship deals with soccer governing bodies.

However, from a probability perspective, these are the most viable subcategories to target based on their likelihood to sponsor a soccer governing body versus any other type of rights holder.

For example, 12% of sponsorship deals undertaken by General Retailers (e.g. AliExpress, Amazon, eBay, Mercado Libre, Walmart etc.) are with soccer governing bodies.

2. Where to target: domestic vs overseas

The starting point to finding sponsors is often looking at companies in your own country. However, 60% of deals signed by soccer governing bodies are with overseas-based companies.

So, these are the most viable overseas countries to target for finding sponsors. This is led by US-based companies who account for over 1 in 4 sponsorship deals between a soccer governing body and an overseas-based company.

Within the countries responsible for the most overseas-based sponsors among soccer governing bodies, from a simple ‘numbers game’ perspective, these are the most viable subcategories to target:

3.  What benefit to lead with

Brand awareness, as with deals in general, is the main objective that companies look to achieve by sponsoring soccer governing bodies; not surprising given their wider reach. So, it clearly makes sense to make this a major focus of your pitching.

However, Fan Engagement and (to a degree) the need to be seen to be doing good (aka Social Impact) resonate more strongly among soccer governing body deals so it also makes sense to draw these benefits out in your pitching.

In turn, these are the most viable subcategories to target depending on which benefit you plan to lead with in your pitch. As one rule doesn’t fit all, it’s important to know which key message is likely to resonate more with each target subcategory and adapt your pitch accordingly.

Chart available in full Insights article.

4. What rights package to sell

In terms of pitching a particular type of rights, Category-type deals (e.g. Official Airline Partner) resonate more strongly among soccer governing body deals than deals generally, so it makes sense to focus more heavily on these type of rights in your pitching.

These are the most viable subcategories to target depending on which rights package you plan to lead with in your pitch. As one rule doesn’t fit all, it’s important to know which package is likely to resonate more with each target subcategory when it comes to deals with soccer governing bodies and adapt your pitch accordingly.

Chart available in full Insights article.

5. Who to target for longest deals

These subcategories average the longest deal-length among soccer governing bodies. This is led by Clothing/Apparel manufacturers whose average deal length is 3.6 years.

So, if you’re wanting longer-term security and having to deal with fewer renewals, it makes sense to prioritise these subcategories.

More details on trends in who sponsors soccer governing bodies to help them know where to focus targeting and with what message is available in the full Insights article.