You have a sponsor and the handshake is done but before the money moves, get the agreement in writing. Verbal grassroots sponsorship arrangements fall apart in season two for renewal failure more often than any other reason.
A written sponsorship agreement protects both sides. The sponsor knows what they get and the club knows what they owe. Neither side has to remember what the founder promised the previous owner over a pint in the pub. If you have not yet sent your pitch, our guide on writing a football club sponsorship proposal letter covers what happens before this stage. This post picks up once the sponsor has said yes.
This blog is published as guidance and we recommend that if you do wish to create an agreement then you seek legal advice from a professional.
Here are the eight clauses every grassroots football sponsorship agreement needs.
1. The parties
Include the full legal name of the club or its parent charity, the full trading name of the sponsor business and the Companies’ House number for both if applicable and registered address for each.
Small clubs sometimes have no legal entity. In those cases, the agreement names the individual chair as the responsible party, with a note. The arrangement transfers to their successor by written agreement.
2. The term
State the start date, end date, and renewal options. One season is the standard first term but include the option to renew for a further season on the same terms, and the option to renegotiate after two seasons.
Avoid three-season lock-ins for a first-time sponsor – both sides need to see the arrangement work before committing to a longer term.
3. The consideration
The price the sponsor pays and what it covers. Standard grassroots football sponsorship is a full match kit through Kit Funder at £630 for a sixteen-player team. Higher tiers add training kit (£1,124), ground banners, or social media coverage.
Cover the payment terms too, when the invoice is raised, when the invoice is due and where the money goes. Most Kit Funder arrangements invoice on sponsor confirmation, with 5% of the invoice going to a local mental health charity.
4. The deliverables
Spell out exactly what the sponsor gets in return (Be specific):
• Front-of-shirt logo, position and size confirmed in the kit design approval
• Business name mentioned in every home match report
• Team photo in sponsored kit provided within four weeks of season start
• Social media mentions, minimum count per season
• Ground banner if included in the tier
If a deliverable is not listed, it is not included. Vague terms only create disputes.
5. Kit design approval
The sponsor gets to approve the kit design showing their logo before the kit goes into production. The approval window is typically five working days from receipt of the design mockup.
Kit Funder handles this stage through My Club Group's design team, which sends design proofs to both club and sponsor before production.
6. Brand and reputation
Each side agrees not to bring the other into disrepute. It sounds like a standard boilerplate, but it is genuinely useful when a manager mouths off on social media or a sponsor gets caught in a local scandal. The clause gives either side grounds to exit if the other's actions damage them commercially.
7. Exit and early termination
Both sides need an exit route. Standard clauses cover:
• Ceasing operations by either party
• Insolvency
• Failure to deliver key obligations (kit not produced, invoice not paid)
• Serious brand or reputation damage
For grassroots sponsorship, keep the terms simple: written notice, thirty days, refund of any kit yet to be produced and retention of kit already in play.
8. Renewal
Set out what happens at the end of the term. A first-refusal renewal option gives the sponsor the chance to renew before the club approaches other businesses. Timing matters here, the club needs the renewal decision by end of April for a September kit handover.
What to leave out
Grassroots sponsorship agreements should stay short: two to four pages of clear language. Avoid legal boilerplate that adds pages without value.
Skip:
• Indemnity clauses more suited to commercial contracts of £50,000-plus
• Force majeure paragraphs longer than the deliverables section
• Jurisdiction clauses (default UK jurisdiction is fine)
• Definitions of terms already clear in context
The Kit Funder default
Kit Funder arrangements come with a standard sponsorship agreement built into the platform. The club and sponsor confirm the terms during the matching process and My Club Group handles design, production, and delivery. The club receives kit, the sponsor receives visibility, and neither side needs to draft their own contract.
For a fuller picture of how grassroots football sponsorship works end to end, see our grassroots football sponsorship guide.
Your Kit, Funded
Register your team free at kitfunder.ai/teams. The form takes under five minutes.
FAQ (5 questions)
Q: Does a grassroots football sponsorship agreement need a written agreement?
A: Yes. Verbal sponsorship arrangements fall apart in season two more often than any other reason for renewal failure. Written agreements protect both club and sponsor and clarify what each side owes.
Q: How long should a grassroots sponsorship agreement be?
A: Two to four pages of clear language. Avoid legal boilerplate more suited to £50,000-plus commercial contracts. Cover the eight core clauses and skip everything else.
Q: Who provides the sponsorship agreement, the club or the sponsor?
A: Traditionally the club provides the draft. Kit Funder arrangements include a standard sponsorship agreement built into the platform, meaning neither side has to draft their own.
Q: What happens if a sponsor pulls out mid-season?
A: Standard football grassroots sponsorship agreements allow thirty days written notice, refund of kit yet to be produced, and retention of kit already in play.
Q: When should the renewal conversation happen?
A: Between February and April, in time for the club to plan the following September kit handover. A first-refusal renewal clause protects the sponsor position and reduces the club’s search burden.
