1 pitch deck
Y1
Y2
Y3
Committed: 36 months · Evidence: 0 results
Too big, too soon.
A three-year commitment off the back of one pitch deck.
Most brands commit to a multi-year deal before they know if sport works for them. We design partnerships that prove themselves first, then scale.
Sample data
Test deal
- Structure
- Performance-linked
- Scope
- One matchday activation
- Cash at risk
- Low
- Exit
- Built in, no penalty
Live result
Return ÷ cost1.4×
Brand association (net)+35
Hell yes · move to Walk
The usual mistakes
INVOICE
Logo placement
Hospitality box
Defined outcome
Paying for presence.
A logo, a box and no defined outcome.
Stops working · month 4Renewal · month 36
32 months paid before anyone knows
No way out.
If it isn’t working, you find out at renewal.
How we design it: crawl, walk, run
Each stage has to pass the hell yes test before the next one is signed.
01
Crawl
A test: in-kind, a single activation, or performance-linked
Hell yes?1.4× · +35
02
Walk
A season with clear KPIs and tracked results
Hell yes?1.7× · +55
03
Run
A multi-year deal built on what the data proved
2019
Now
The pattern is familiar: Barclays first became WSL title sponsor in 2019, and has since doubled its commitment.
Pick the structure that fits the goal
Fixed fee for presence. Performance-linked for results. In-kind for low-risk trials. Revenue share for selling direct to fans. Or a hybrid of all four.
What you pay, as results come in
Sample dataAll four
Hybrid
A small base for presence, the rest tied to outcomes.
- Money follows results
- High
- Risk sits
- Balanced
The hell yes test
Break even on the bottom line. Net positive on the brand.
If a deal pays for itself and makes people think more of you, it’s a hell yes. If it misses either, it isn’t, however famous the name.
Five ways to sign the same property
Sample dataSelected
Crawl test
Bottom line
1.4×
Brand
+35
Performance-linked matchday activation. Paid for itself and fans liked it. Earned the season.
Verdict
Hell yes
What you walk away with
A deal where the money follows the results.
Term sheet
Sample brand × sample club · Season 1
Base fee€120kPresence: kit sleeve, matchday LED
Per qualified lead€35Tracked by code and landing page
Escalator+20%If return passes 1.5× for the season
ExitNo penaltyIf under 1.0× for two quarters