Sponsorship in an amateur club: How DJK Bad Säckingen attracts sponsors without cold calling

One person who has helped shape the journey of DJK Bad Säckingen for many years is Jürgen Helfer. The 65-year-old has been a member of the club since 1982—first as a player and, since 1990, continuously as a coach. Alongside that, he has spent years ensuring that the advertising boards around the sports hall are fully booked, team kits are funded, and the club’s finances remain healthy. He does this not for money or recognition, but out of what he simply calls “passion.”

Speaking with the spized Club Academy, Helfer explains that when searching for new sponsors, he doesn’t immediately pick up the phone to cold-call companies—even though, as a former sales representative, he knows exactly how to do it. Instead, he takes a different approach: he looks within the club first. Who works where? Who holds which position? Who knows whom? “Then I approach those people and ask: Can you open a door for me? Can you introduce me to someone I could speak to?” says Helfer.

This approach may sound simple, but many clubs underestimate its potential. In many cases, the strongest network is already within the club itself. Sponsorship is not built through mass outreach—it grows through relationships and trust. A club member recommending their own club is far more credible than any cold call. The barrier on the other side is much lower when the first contact comes through a familiar face.

What happens next is up to Helfer. “From that point on, it’s my job to show what our club is all about and what we stand for.”

Helfer knows that he cannot necessarily rely on the club’s sporting success to impress potential sponsors. That is why he focuses on different arguments when speaking with businesses. Rather than talking about attendance figures or league standings, he talks about a club that offers children and young people much more than training sessions and competitive matches. He highlights volunteer commitment, self-organized training camps, and group trips to professional league games. According to Helfer, this is not a fallback strategy but a deliberate one that resonates with many companies.

“If you can’t make your case based on sporting success because you’re not playing three divisions higher, then it has to be something like this,” says Helfer. Asked what advice he would give to other clubs struggling with sponsorship, he answers without hesitation: “Take a close look at what makes your club stand out. What is your unique selling point? What do you have that other clubs don’t? Once you know that, you already have a strong argument.”

That is the key lesson for other clubs: sponsors do not simply support sport. They support values, people, and a club’s contribution to the community.

At DJK, this is especially reflected in the Badmatten Festival, which has been held for over 30 years and is organized by the club. What once started as a small event has grown into one of the largest family festivals in the region. Each day, up to 800 children and 3,000 to 4,000 adults attend, with numerous clubs, initiatives, and organizations taking part. This year alone, there are 15 activity stations focusing on topics such as the environment, nature, and energy.

“If you can demonstrate sustainability and continuity, it opens doors,” Helfer reveals. The festival is not a one-off event, but proof that DJK has been taking responsibility for the region for decades. Companies are more willing to invest in a club that has demonstrated long-term commitment than in short-term successes that may be forgotten tomorrow.

What ultimately matters is what sponsors see after the contract is signed. That determines whether they stay long term. It is not only about good conversations or friendly club representatives. Sponsors expect visibility and a professional presentation. That is why DJK has developed an advertising board infrastructure that provides its partners with real added value. Eight years ago, Helfer managed to secure a “very attractive” and permanent setup in a discussion with the newly elected mayor.

Today, the club’s home hall features 50 permanently installed advertising spaces that are almost fully booked and no longer need to be dismantled and reassembled after each match day. “It looks almost more professional than in some Oberliga or Regionalliga venues,” says Helfer—without meaning it as boasting. For him, it is purely about impact. Sponsors want to know that their logo is well placed and clearly visible. A fixed advertising board also means their message is not only seen on match days, but every day. For the club, it means no organizational burden, no damaged banners, and no extra work before or after games.

The advertising boards form the foundation. At the same time, Helfer has broadened DJK’s sponsorship mix over the years: the concept also includes jerseys, which is why the club switched to sublimation printing some years ago. The reason is pragmatic: a set of jerseys that quickly fades or becomes damaged in several places is not a good showcase for the sponsor whose logo is displayed on it. “If you have to tell your sponsor, hey, there are already five, six, seven pieces peeling off, it doesn’t look great anymore—that’s not a good situation,” says Helfer.

However, there is no single standardized jersey for all teams. Each team is allowed to develop its own design. Only one thing is non-negotiable: the club colours. “Tradition is only tradition if you maintain it.”

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Another element that many clubs underestimate is tenders and competitions. Helfer does not wait for opportunities to arise by chance. He actively looks for ways to secure additional funding for the club. In this area, there are “quite a lot of tenders if you take the time to look properly.” Local energy providers, foundations, federation programmes: those who search regularly will find funding opportunities. For Helfer, this is also part of sponsorship work: recognizing opportunities before others do.

Despite his strong commitment, Helfer always makes one thing clear: without the support of his wife, his daughter, and the many other people involved in the club, none of this would work—especially as new challenges continue to arise. The club’s latest project is its own bus. Located in the far southwest of Germany, right on the Swiss border, the club sits in what Helfer calls a “handball diaspora.” For long away trips of 180 to 200 kilometres, buses from other clubs were often rented in the past. That is now set to change. “We will actually just buy our own bus and then handle the sponsorship afterwards,” he says. The only problem: he has not yet found a suitable used vehicle. But he is not discouraged: “It is a lot of work, but it is also a challenge—and work that is always enjoyable.”

Helfer has not planned most of this in advance; it has grown over the years, the result of many small building blocks: a strong network, a clear club identity, established relationships, and the willingness to consistently seize opportunities. Anyone who understands that already has the most important argument for every sponsor—and for everyone wondering whether the commitment is worth it.

1. Your network is your first asset. Don’t start with cold outreach. Look at who is in your club and who those people know. The first door is usually opened by a member, not a pitch.
2. Find your unique selling point. What do you have that other clubs don’t? A USP doesn’t have to be a festival. It can be especially strong youth development, a close-knit regional community, a school partnership project, or a unique story the club can tell. This is your argument.
3. Consistency builds trust. Long-standing events, stable structures, and a reliable presence convince sponsors more than short-term initiatives. If you offer advertising space, you also need to create the right infrastructure to support it.
4. Professionalism pays off. Whether it’s advertising boards, jerseys, or a solid club presentation: sponsors invest where they feel their money is well spent. A professional appearance signals seriousness.
5. Build multiple pillars. Don’t rely on a single source of income. Events + advertising boards + jerseys + funding programmes: each pillar reduces risk if another falls away.