The Ultimate CRM Buyers Guide for Football Clubs
Reading time:
12 mins
In this interview, Mauro Martin, Sales Manager at SPORTFIVE, Team FC Augsburg, shares practical insights from the frontlines of sponsor acquisition and activation.
With a track record across clubs like Borussia Dortmund, Bayer 04 Leverkusen, and Hertha BSC, Mauro has seen what really works and what’s just brochure filler.
He talks about:
A quick read for anyone working at the intersection of commercial strategy and partnership sales in football.
I wouldn’t call it underrated, but one of the most power- and meaningful data point is the engagement rate between the clubs fans/sympathizers and several sponsoring activities such as branded content or giveaways. Fans who are already receptive to sponsor messaging can be identified which leads to an improved cross-sell targeting.
Due to the fact that every sponsorship is individual and concentrated on the best possible activation for both sides, there are quite a few unique examples. One unconventional but definitely appropriate offer concerning to the sponsors industry was a package, filled with several rights to approach the clubs fans at specific away matchdays. This part of the sponsorship includes company-branded social media rights, give aways and activation through LED-band inside the stadium. A truly win-win situation: high interaction at the clubs community including a full away matchday-package for two fans and the sponsor received a sustainable placement.
Based on experience, potential sponsors often hesitate because they fear long lead times and unclear execution. Through a simple, sponsor-ready document listing creative, ready-to-go activation ideas this gap can be closed and sponsors can plug into immediately – without needing complex negotiations or custom builds. Furthermore it shows that the club is prepared, agile and creative even with limited resources. With concrete ideas that use existing assets (e.g. social media, matchday screens, fan app) it removes friction on the sponsors side and can be updated monthly with minimal effort.
I’ve seen firsthand how most clubs struggle to translate “engagement” into something sponsors actually care about. What Mauro brings to the table is a clean commercial perspective grounded in execution.
I especially liked how he reframed fan engagement data—not as something you measure for a dashboard, but as a signal for cross-sell readiness. It’s a helpful lens for CRM professionals, too. Instead of tracking every click, start tracking which fans consistently interact with sponsor content. Those are your warmest leads.
His away-day offer example was also spot on. It’s the kind of creative packaging that makes a rights-holder stand out: targeted, relevant, and inherently social. And it didn’t rely on any shiny new toolset. Just a clear understanding of the sponsor’s objectives and how to plug into real fan behavior.
The last answer, though, is the most actionable for smaller clubs. A sponsor-ready PDF of low-lift activation ideas using existing assets? That’s an underrated asset. Build it once, refresh it monthly, and start every conversation with something tangible.
If you are looking for some inspiration, you should check out my Free Database of 100+ CRM-Enabled Marketing Plays for Football Clubs.
