How to Survive the Challenge of Sponsorship Sales Through the Divisions – Adrian Blackburn
January 21, 2013
It is no secret that football is a truly global proposition in the Premier League, but remember that you need your local, loyal partners more than ever when you fall from the top flight. This is not just a footballing issue but one that transcends all sports and all aspects of business.
If you look after the local corporate partners during the good times they are more likely to cut you some slack during the difficult times. Reward loyalty and offer customers the chance to take equal risk. If they stand by you then they deserve to get the upside should things go well. Do not under any circumstances abandon those that have stuck by you through thick and thin.
Sport is cyclical and no team has a divine right to win anything, whether it’s a league or a one-off game. Don’t take the bad times too hard – the best piece of advice I have ever received was from a former rugby player and coach, who told me: “you will never win every game but how you respond to this setback is the measure of what kind of man you are”. This philosophy relates to all aspects of business, not just sport.
Sometimes commercial aspects will demand a global sponsor but you do this at your peril. Understand the risks involved and make your call once you have all of the relevant information. It is important that you create a proposition that works locally but does not undermine globally. Create partnerships that make your local partners feel loved but that don’t devalue the headline sponsors.
The hospitality boxes will still be full of local sponsors regardless of the division you play in, as long as you don’t try to take advantage of them when you are flying high.
Everyone is a customer and everyone is important and you never know when you might need to go back with your cap firmly in hand.
Adrian Blackburn is the Head of Corporate Relations for Bolton Wanderers FC. Adrian is responsible for all business to business sales including matchday hospitality, sponsorship and advertising. He has worked at BWFC for five years and also held a similar position with The Wigan Warriors Rugby League Club.
Adding experience in the Financial Services sector he worked for the Royal Bank of Scotland as Product Development Manager for their £2 billion insurance division with a real focus on innovation with brands such as Tesco Finance, Virgin Money and Natwest.
In 2003 he graduated from Leeds Business School having studied for an MBA.
Adrian Blackburn’s 
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