A Commercial Manager works with sponsors to generate revenue for a sports organisation. They build relationships with existing sponsors while identifying new business opportunities. Working with the marketing team, they create sponsorship packages and promote them to prospective businesses. Packages include match and training kit, advertising space in the club’s media channels, matchday sponsorship and hospitality.
Constant analysis of data and competitor activity is required to ensure best practice. The organisation’s philosophy is always kept in mind. A Commercial Manager needs to ensure that any business partners identify with the values of the club.
DID YOU KNOW?
Commercial partnerships are fantastic ways of bringing in revenue. The opportunities are numerous. Manchester United have an ‘official isotonic drinks partner in Indonesia’ and an ‘official global lubricant partner’, for example, while other clubs use to link to local ventures. Leicester Tigers, for example, have a partnership with local ale brand, Tiger Ale.
Experience and personal qualities are valued over education. An undergraduate degree is beneficial but not essential. The only pre-requisites are a full UK driver’s licence and enhanced DBS clearance.
Previous experience of commercial sales, customer management and business development is needed to access the role of Commercial Manager. Demonstrable examples of sales, presentation and negotiation skills should be shown. Knowledge of sport sponsorship, governing body regulations and a vast network of contacts are highly desirable.