Renewing a sponsorship should be easier than signing the first deal.
But it isn’t always like that. Some factors are in our control, others are not.
The market suggests that 40–60% of sports sponsorships are not renewed.
Renewing is selling a new sponsorship, and much of that sale happens before the negotiation even begins.
I’ve had the chance to be part of renewal negotiations with brands like Itaú, Nike, and Vivo.
In this article, I want to reflect on some of the most important lessons I’ve learned:
Focus on the new challenge. The previous contract is not always enough. Itaú’s renewal with the Brazilian National Team included e-sports assets to better connect with younger audiences.
Renewal starts on day one. The partnership experience itself proves your ability to deliver. When I started, many companies wouldn’t even take meetings because no one had followed up since signing.
Data matters, but also emotions. 90% of business decisions are emotionally driven. Before some negotiations, I was even invited to an NFL game. Taking care of the CEO or CMO matters.
Concede strategically. You need room to negotiate, a clear walk-away point, and the ability to trade wisely. If needed, flip the conversation and build a proposal based on the budget shared.
Craft a narrative. It will help both sides justify the renewal. The story must be simple, easy to tell, and show why this is the best possible deal for everyone at this moment.
Less is more, a renewal should be based on 2–3 strong results from the previous contract and 2–3 big projects for the new one.
At the end of the day, what matters is showing that the partnership worked and why it will work again.
Initial objections are rarely the real issue. As a seller, spotting the core obstacle is key.
Eye to eye, and as I once learned from a UEFA Women’s Euro sponsor:
“90% of success is in the preparation.”
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