Projects /
Sport
A fresh start on sponsorship sales
How a European football league recovered from a failed sales partnership by reviewing its inventory, resetting its commercial terms and rebuilding its sponsor pipeline.
Client
Confidential
Sector
Sport
Services
Get More Sponsors Accelerator, Sponsor Outreach
Delivered
Inventory review, new commercial terms, outreach programme
The outcome
1
pipeline for every partner
New and existing sponsors now run through one weekly pipeline the league can monitor.
New
terms set by the league
Packages, pricing and contract terms were reset to match what the league can deliver.
Earlier
renewal conversations
Renewal talks start sooner, and every proposal uses the same structure and pricing logic.
The Challenge
The league had trusted its sponsorship sales to an outside partner and it hadn’t worked out. Renewals had drifted, open categories had gone unsold and the commercial terms no longer matched what the league could deliver. Starting again is harder than starting fresh. Existing sponsors need reassurance, the market needs a reason to look again and the team needs a plan it believes in.
WHY IT MATTERS: INDUSTRY DATA
+
6
%
Sport sponsorship growth
Europe, 2025
48
%
Commercial revenue share
Top-10 clubs
53
%
Deals from new brands
Big-5 leagues, 2025/26
What we did
1
Reviewed every asset
We audited the league’s full inventory, from broadcast and stadium assets to digital and data and marked what was sold, unsold and missing.
2
Restructured the commercial terms
We reset packages, pricing and contract terms, with clear rules on category exclusivity, renewal options and what each partner receives.
3
Built the outreach programme
We ran a structured programme for new and existing sponsors: target lists by category, tailored proposals and a weekly pipeline the league can see.
Our previous sponsor sales partner let us down. 2403 reviewed our inventory, restructured our commercial terms and built an outreach programme for new and existing sponsors.
Commercial Director, European Football League
What happened next
The league now runs one pipeline for new and existing partners, on terms it set itself. Renewal conversations start earlier and every proposal goes out with the same structure and pricing logic.
