Sponsorship as a marketing tool in cricket

BySally Bradbury

Sports companies are the first to be asked for sponsorship and it is imperative that the relationship from any arrangement is balanced.

What is sponsorship?

Sponsorship is a form of marketing used to sell product. In cricket it can be seen as

  • Individual players endorsing a brand
  • advertising placed around a ground and on club websites
  • Club clothing displaying paid advertising space
  • Fundraising events donation of goods and/or services

Good Sponsorship generates sales

When a sports company offers assistance it is looking for a positive commercial return from it.  Profit comes from sales. It is not a such simple approach as throw around free kit and the market will grow towards you.  The sponsorship element of a marketing mix must fit with all other marketing strategies.

Who to Sponsor

Elite players are often looked up to as young cricketers aspire to be them and they may begin by using the same brands. If the same juniors followed the strict training regime, disciplined body management and self sacrifice, opportunity for the same endorsements may come their way (after, not before). Players that receive media exposure are the first to be offered sponsorship. This can be the use of equipment with or without financial gain to the player attached. Basically, the greater your selling power as a player the greater the interest you will receive from brands wanting you to represent them.

Clubs are always looking for ways to bring funds in.  Vital for the survival and growth of the sport, it is not long before local businesses are approached.  The same principles are applied in regards to the overall business objectives.  The relationship must work both ways, with gains to be made, not just promised, for both sides.  Potential can only be marketed so far and is used only for a short time.  If actual good results are not posted the relationship fails.

Sponsorship or Discount?

Some brands offer a discount to certain levels of cricketers, but is this really sponsorship? Product discounts are used to encourage the sale. Some brands will give the impression that this is sponsorship.  The player/buyer will feel that bit more special and thus more likely to buy that brand. Such discounts can be presented as:

  • Brand Ambassador
  • Premier Player discount
  • Loyalty discount

For further information regarding Bradbury sponsored players visit Sponsorship

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25 Comments

  1. I play cricket for ireland u15 and bat number 3 I’m looking for a good sponsor that I will stick with

  2. Love you gear big fan i will I will promote your gear as much as possible and always wondered what it would be like if I got a sponsorship from you legend. Look forward on hearing from you

  3. I’m playing for MTV stallions from Hannover, Germany and I would love to have a sponsorship from you legend.

    Looking forward to hearing from you

    2. I am playing for Bharuch District Cricket Association i would like have sponsorship from you

      2. Hi Basit Orya, please have another look at the criteria for sponsorship as the minimal requirements for consideration are first class cricket, or BBL in Australia.

  4. Hi I play For u15 I need a sponsorship I could tag u on my instagram account

  6. Hi, Ilast season I made my first district team when I was a year young and I had never played cricket before and would love to be apart of the crew

    1. Please read and respect our information provided on the website regarding sponsorship. You are too young, and not playing at a standard that we support with sponsorship.

  9. Hi Sally, may I ask if you provide loyalty discounts, premier player discount or brand ambassadorship as an alternative for players that do not fit your sponsorship criteria but are loyal to your brand.

    1. As stated in the website, there is a criteria for elite cricketers to receive an offer of sponsorship. Many companies use this phrase to market for sales, using a discounted range that is available for “sponsored” players, we do not do this, for any level. Our customers are our ambassadors, that is how businesses are held accountable and we do not support offering discounts in exchange for loyalty, authentic brand loyalty is reward for our hard work.

  10. I play junior rep and local club cricket and would be proud to be sponsored by Bradbury Cricket.

    1. Harry, Junior Rep cricket is a good start but there is a long way to go to reach the standard that attracts sponsorship. Best wishes for your journey.

  11. Hi, I am 15 and am a keen cricketer. I played in the Australian u16 team and play 2nd grade for Eastern Suburbs. I am looking for a sponsor who can provide me with premium cricket gear. If I get sponsored I will advertise Bradbury and represent them in the best ways possible. Thanks

  12. Hi I’m 13 turning 14 shortly but I was selected to represent Australia in their u14 side in a tour in South Africa that was unfortunately cancelled due to covid last september. I would love to be sponsored by Bradbury.

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