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About Mona Schwarzkopf:
Through her experience in sales, sports management, marketing and sponsoring (including at Holstein Kiel), she covers a broad spectrum of knowledge and experience. During her time with the international company hummel sport & leisure, she managed clubs in the handball and football sectors from the 1st Bundesliga and 2nd Bundesliga. In her professional career, she has worked with Handball-Bundesliga GmbH, among others, and has jointly equipped or organised the major tournaments REWE FINAL4, ALL STAR GAME and PIXUM SUPER CUP, including the opening ceremony. It looks after football clubs and handball clubs from the Bundesliga and top athletes from various sports.
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The sponsoring concept - practical tips & tricks

Why do I need a sponsorship concept at all?
What should be in my sponsorship concept?
- Reach: How many fans come to your games? How many members do you have? Where else do your league games take place and how many people do you reach there? What is your reach on social media, etc.?
- Reputation: What is your club known for? Are you socially engaged? What does your club stand for? What traditions do you have?
- Advertising space: Where could a sponsor advertise? On jerseys, perimeter boards, on the pitch or in the club newspaper? How high is the reach here?
- Costs: What would different sponsorship packages cost? What do these packages include? Goals: What other goals do you have as an club?
- Successes: What successes has the club achieved in recent years? In which league do you play? Which teams are the most successful? etc.

Step-by-step guide: How to create a sponsorship concept
- Is there perhaps a joint anniversary?
- Are there any projects in which you and the sponsor are already involved or committed?
- Has there ever been a partnership under a different management?
What is the best way to calculate the costs of advertising space for sponsors? You should calculate the costs for advertising space depending on the size of the space and its reach. It can be useful to check with other clubs. They may offer figures on their homepage. It is important that you always take into account the production costs. |
+ Cost of implementation gross 120.00 EUR
+ Profit per season gross 300,00 EUR Total per season gross 920,00 EUR
Here you can round up to 950,00 or 1.000,00 EUR.
- Main sponsor (from. 5.000,00 EUR)
- Premium Sponsor (from 2,500.00 EUR)
- Co-sponsor (from 1,500.00 EUR)
- Partner (from 500,00 EUR)
- Supporter (from 0,00 EUR)

What is a sponsorship folder and why do I need it?
- demonstrate the advantages of a partnership.
- arouse interest in sponsorship.
- Communicate the added value of a partnership to the sponsor.
Who is in charge of the sponsoring concept in the club?
Checklist sponsorship concept
- Do I have good arguments that are convincing?
- Do I represent the association well?
- Are the advertising spaces and their costs?
- Do I arouse emotions in sponsors?
- Can I also offer small businesses the opportunity of sponsorship with my packages?
- Are all contact details available?
- Are figures, data and facts clearly presented?
- Would I choose to sponsor myself when I read the concept?