You found a sponsor. A local business wants to give your program money or equipment, and they're ready to sign something. Before you do, slow down for five minutes — a good sponsor agreement protects both sides, and most of the problems that come up later trace back to something that was never written down in the first place.
Here's what to nail down before anyone signs anything.
What exactly are they getting?
Be specific, in writing. "Banner at the field" isn't enough — where on the field, what size, for how long, and who pays to print it? "Logo on the jersey" needs the same treatment: which jersey (game day, practice, both?), how big, where on the garment, and for how many seasons. Vague language here is the single biggest source of disappointed sponsors. If a business thinks they're getting their logo on every jersey for the year and it turns out it was only the spring season, that's a renewal you just lost.
What's the term, and what happens at the end of it?
Is this a one-season deal, a full year, or multi-year? If it's multi-year, does the dollar amount change each year, or stay flat? Does it automatically renew unless someone cancels, or does it quietly expire and you have to re-approach them? Write the end date down, and put a reminder on your own calendar well before it — the worst version of this is a sponsor who assumed they were still your sponsor for a season you'd already sold to someone else.
What happens if your season gets shortened or canceled?
Weather, facility issues, a league-wide shutdown — these things happen. Decide ahead of time whether a sponsor gets a partial refund, a credit toward next season, or nothing, if your season doesn't run as planned. This is an uncomfortable conversation to have for the first time after something's already gone wrong. Have it up front instead.
Is this category exclusive?
If a car dealership sponsors you, do they expect to be the only car dealership associated with your program, or are you free to also take money from their competitor down the street? This matters more than people expect — sponsors often assume exclusivity even when nobody said the word out loud. Decide your policy before you're caught between two paying sponsors in the same category (more on this in a separate guide, since it comes up often enough to deserve its own breakdown).
Who's actually responsible for delivering what?
If the sponsorship includes a banner, equipment, or a social media post, who's making that happen — you, a specific board member, the sponsor themselves? Put a name on it, even informally. "The team mom will make the post" sounds fine until the team mom's kid ages out mid-season and nobody remembers the commitment existed.
How and when do they pay?
Is it one payment up front, split across the season, or due on a specific date? What happens if a payment is late? You don't need a harsh collections clause for a $500 local sponsorship, but you do need a plain, agreed-upon answer to "when is this actually due," so an awkward conversation in month three isn't the first time payment terms come up.
What do they get to see or approve?
If their logo is going anywhere — a banner, a shirt, a social post — do they want to approve the design before it's finalized? Most small businesses don't need formal approval rights, but it's worth a quick "does this look right to you?" before anything gets printed. It's a lot cheaper to ask before 50 shirts are ordered than after.
Is there anything in writing at all?
For a lot of small, informal sponsorships, there's no real written agreement — just a handshake and a check. That's fine for a one-time $200 contribution, but for anything meaningful, even a simple one-page summary (what they're paying, what they're getting, how long it runs) protects you both. It doesn't need to look like a legal contract to do its job.
If you want help putting a real agreement together, or want someone to handle these conversations so your board doesn't have to learn sponsorship contracts from scratch, that's exactly the kind of thing Zubie Five can take off your plate.
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