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Sponsorship Manager

Sponsorship Manager – Reading FC

Reporting to the Chief Operating Officer (COO), the Sponsorship Manager (SM) is responsible for prospecting, identifying, securing to contract, managing, upselling and renewing the club’s relationships with its sponsors and partners in order to optimise the growth of revenue into the club.


Functional Responsibilities

  • Identify prospects for commercial sponsorship by developing a comprehensive chart showing prospects, location, key contacts, level of interest, progress and details of each meeting/contact.
  • Produce timely and accurate contact reports to keep the CEO and COO aware of the status of each prospect.
  • Solicit suitable prospects and bring them to contract (First team and Woman’s team).
  • Manage and develop the inventory of sponsorship assets and rights to maximise revenue to the club.
  • Managing the ongoing relationship with sponsors and partners by supervising the activities of the Relationship Manager.
  • Liaise and maintain regular, pro-active contact with the key decision makers and operational staff of the club’s sponsors and partners.
  • Manage the contact strategy and renewal process of existing partners and sponsors in good time.
  • Oversee, develop and conduct launch events for new partners and sponsors.
  • Supervise and manage the weekly, monthly, annual marketing campaign calendar to ensure that all club internal and external marketing obligations are met in the most effective way.
  • Manage creation of the marketing brief for each campaign including agreeing/setting the budget for all key performance indicators (e.g. volumes, response rates, cost per acquisition etc.).
  • Ensure the execution of each marketing brief using either internal or external agency/creative resources depending on the agreed budget available/volume of workload.
  • Ensure the monitoring and reporting of the outcome and KPIs of each campaign by maintaining a departmental guard book of all marketing campaigns and events.
  • Liaise with the marketing representatives of club sponsors and partners to ensure that their contractual marketing rights are activated and delivered in the most efficient way.
  • Provide relationship management to certain key club sponsors and partners by acting as first point of contact in the operational relationship.
  • Establish good working relationships with every internal department (including the Women’s team and the Community Trust) to ensure that all campaigns are optimised.
  • Manage the activities of external suppliers and agencies retained to work on club marketing campaigns.
  • Produce regular and ad hoc reports and analyses as requested to support the club’s marketing and commercial activities.

General Responsibilities

  • Look to innovate in terms of introducing new concepts, ideas and methods of exploiting RFC assets to create new sponsor campaign activations.
  • Keep abreast of any relevant legislation, regulatory requirements and codes of practice as they apply to marketing campaigns in each territory.
  • Work closely with the Sponsorship Manager to ensure that club sponsors’ and partners’ expectations with respect to their contractual campaign activations rights are met.
  • Brief and manage the activities of external activation/events agency resource where necessary.
  • Liaise with relevant internal departments to ensure an up-to-date appreciation of club activation obligations are understood.
  • Regularly meet and review progress toward meeting marketing targets and identify suitable activity to make up any performance shortfall.
  • Ensure that the Sponsorship Manager is regularly briefed on all major developments and initiatives concerning sponsor activation campaigns.

Qualifications & Skills

  • Demonstrates the qualities of energy, enthusiasm and initiative
  • Educated to degree level, with post graduate marketing qualification preferred
  • At least 3 years experience of marketing campaign activation with a consumer or sports organisation
  • Knowledge of marketing dynamics, preferably in a sports environment
  • Able to influence, persuade, innovate and lead change
  • Self-motivated and goal oriented individual
  • Comfortable handling own operational workload and delivering to tight timescales
  • Able to operate effectively as part of a small team
  • Able to communicate clearly and concisely in both written and oral for
  • Ability to present and report in a concise and meaningful way
  • Can think innovatively in identifying marketing campaign opportunities and in suggesting how RFC assets can be optimised in this area
  • Can think creatively in meeting and exceeding sponsor/partner expectations in use of the RFC campaign activation assets
  • Is aware of best practice in the area of relationship management and marketing activation

Applications must be submitted via SRi‘s Apply Now button above.

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Tagged as: Club, Football, Reading, Reading FC, Sponsorship, Sponsorship Manager, United Kingdom

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