For grassroots and semi-professional clubs, growth goes beyond just talent it also involves building the right strategic partnerships for club development. At Tujiamini, we have seen how brand collaboration with sports clubs can provide crucial support in funding, visibility and team development. As we move into 2025, clubs are finding success by working with brands that align with their vision. This guide will show how Tujiamini helps clubs grow by developing clubs with brand partnerships.
Many clubs in Kenya struggle with limited resources, low visibility and a lack of connections. Tujiamini is dedicated to helping these clubs connect with brands that support their growth and goals. From creating strong proposals to securing long-term sponsorships, we provide the tools clubs need to succeed. This guide is your key to developing clubs with brand partnerships that foster growth and success.
Brand partnership strategies are key to helping clubs grow by offering money that supports training, facilities and promotion. These relationships go beyond just putting logos on jerseys as they also help both the club and the brand gain more attention and trust. A good example is Tujiamini in Kenya, which supports local sports talent with funding and training opportunities. Partnerships like these can also boost a club’s income, as seen with top teams like Liverpool making big earnings through strong brand deals.
A brand partnership in sports is when a team or club works together with a company to help each other grow. The company gets to connect with fans, while the club receives support like funding and promotion. Tujiamini by Sportpesa is a good example, helping local sports talent with money, training, and exposure through such partnerships. These deals help both sides reach more people, build trust and create long-term success.
Sponsorship vs brand partnership both involve working with businesses, but they are not the same. A sponsorship is usually short-term and mainly about promoting a brand- for example, when a company gives money and gets its logo shown at an event. A brand partnership strategy goes deeper, with both sides working closely together over time to reach common goals. At Tujiamini, we focus on partnerships that build long-term impact, not just brand exposure.
Brand collaborations play a key role in helping emerging clubs grow by boosting their visibility and introducing them to new audiences. Partnering with well-known brands allows clubs to tap into wider networks, gain trust and build stronger community engagement. These partnerships often provide useful resources like marketing support, funding and promotional opportunities that can accelerate a club’s development. They also enhance the club’s image, making it more appealing to potential members, fans and sponsors.
At Tujiamini, we believe brand partnerships are a powerful tool for growing football clubs through sponsorship. They help clubs become more visible, attract new fans, and unlock new income streams through sponsorships and marketing deals. These partnerships also give clubs a chance to connect more deeply with their supporters and build a stronger, more trusted image. By working with well-known brands, clubs can grow locally and even reach international audiences.
To attract the right brand partners, clubs should start by clearly defining their values, goals and what sets them apart. It is important to research and approach brands that share similar audiences and would benefit from being associated with the club. A strong pitch that highlights the club’s achievements, community impact and the mutual benefits of a partnership can make a big difference. Consistent communication, an active online presence and engaging in industry events also help build lasting and meaningful club partnerships with brands.
Building long-term strategic partnerships for club development starts by identifying those with shared values, audiences and complementary strengths. Trust is key in these partnerships and should be nurtured through honest communication and consistently reliable actions. Clearly define mutual goals and agree on roles, responsibilities and terms to ensure alignment. Maintain regular engagement, deliver on commitments and evaluate the relationship to support long-term growth and collaboration.
To pitch your club to potential brands, begin by understanding the brand's values and target audience to ensure a good match with your club. Create a personalized proposal that showcases what makes your club valuable, including key audience insights and potential benefits for the brand. Present a well-organized sponsorship plan with clear goals and measurable results. Lastly, highlight the opportunity for a long-term, mutually beneficial partnership by demonstrating past successes and offering creative collaboration ideas.
When developing brand partnerships, avoid inconsistent branding, as it can confuse your audience and damage your brand's reputation. Ensure alignment by understanding your partner's values, target audience and objectives to prevent mismatched goals. Keep things simple and focused, avoiding over-complication that could divert attention from what truly resonates with your customers. Lastly, regularly evaluate the partnership’s effectiveness by tracking performance and adjusting strategies to ensure long-term success.
These examples show how clubs across different sports have formed strong, successful partnerships with brands to grow their reach, strengthen their image and support their community initiatives.
Tujiamini, a program by SportPesa, partners with local clubs and athletes in Kenya to support sports development through monthly awards. These awards, totaling up to KSh 3,000,000, help clubs and teams like rugby and kayaking grow by providing financial resources for equipment and training. Notable clubs supported by Tujiamini include Project 61 Rugby Club and Shaberere Ladies Rugby Club, both of which received Silver Awards to enhance their development. This partnership has led to significant improvements for local clubs, empowering athletes and their communities.
FC Barcelona’s partnership with Rakuten is one of the most notable in football. The Japanese e-commerce brand became the club’s global partner, prominently featuring on the team’s jersey. This collaboration has helped Barcelona enhance their global reach, while Rakuten has gained significant exposure through the club’s large fan base.
Manchester United’s deal with Adidas, valued at £750 million over 10 years, has been a game-changer for both the club and the brand. The partnership has greatly boosted Manchester United's merchandise sales while positioning Adidas as a top sportswear brand associated with the club.
In Formula 1, the partnership between Red Bull Racing and Aston Martin has evolved into a strong branding collaboration, with Aston Martin’s logo appearing on Red Bull's cars. The two brands have also worked together on technical innovations, benefiting both Red Bull Racing’s performance and Aston Martin’s reputation in high-performance automotive technology.
The New York Yankees’ collaboration with Adidas is a successful example of sports and brand integration, with Adidas producing co-branded merchandise. This partnership has helped Adidas connect with the Yankees' vast fanbase, while also supporting community sports initiatives.
Tujiamini, a program by SportPesa, has made a big difference in Kenyan grassroots sports by offering over KSh 30 million each month to support rising clubs and athletes. Clubs like Project 61 Rugby, Shaberere Ladies Rugby and Kwale United Football have received funding to grow and improve. Athletes such as Leon Nzaro, a cyclist from Kilifi, have also benefited, using the support to compete on bigger stages. Globally, strong partnerships like FC Barcelona with Rakuten and Manchester United with Adidas show how brand collaborations can boost visibility, performance and long-term success for both clubs and sponsors.
Grassroots clubs can grow stronger by building genuine relationships with small and local brands that share their values. By collaborating on community initiatives, offering joint promotions and sourcing goods locally, clubs create partnerships that benefit both parties. Highlighting these businesses through social media and club platforms helps boost their visibility while strengthening community ties. This approach not only supports local economies but also reinforces the club’s role as a trusted community hub, aligning with Tujiamini’s mission to uplift grassroots sports.
At Tujiamini, we believe small sports clubs can grow through creative partnerships with local influencers, helping them reach wider audiences and increase engagement. Collaborations such as joint giveaways, BBQ fundraisers and community events deepen ties with local businesses and fans. Clubs can also co-create branded merchandise or run marketing campaigns with partners to boost visibility and drive support. These innovative strategies align with our mission to empower grassroots sports and build strong community connections.
The future of club development lies in strategic brand collaborations that unlock funding, innovation and stronger fan engagement. Through co-branded merchandise, digital partnerships and shared campaigns, clubs can diversify revenue and expand their reach. These alliances also enhance credibility, attract new supporters and provide access to valuable resources and expertise. By focusing on long-term, value-driven partnerships, clubs can build a more sustainable and impactful future.
Read Also: How to secure a sports sponsorship opportunities in Kenya: A comprehensive guide
A sponsor mainly gives money or support in return for publicity, like having their logo on a club’s shirt, while a brand partner works closely with the club to reach shared goals and grow together over time.
Small sports clubs attract brand partnerships by showcasing their unique value, connecting with like-minded local businesses and creating personalized, engaging sponsorship opportunities and having a clear brand partnership strategy.
These club partnerships with brands can range from seasonal to multi-year, depending on the depth of collaboration.
Yes, amateur clubs can partner with major brands, gaining benefits such as funding, increased visibility and access to brand resources in exchange for marketing and promotional opportunities.
This year, the future of sports growth lies in developing clubs with brand partnerships that are rooted in shared values and mutual benefit. These partnerships go beyond funding—they help clubs build credibility, expand their audience and achieve long-term sustainability. Tujiamini continues to lead the way by developing community partnerships that empower local talent and strengthen grassroots sports. By embracing collaboration, clubs can unlock new opportunities and shape a stronger future for sports development.