Healthier Partnerships in Sport: Insights from a sports partnership expert

The Healthier Partnerships in Sport project, a collaboration between Vicsport and VicHealth, aims to support sporting organisations to strengthen the health and wellbeing of their members, participants and community by prioritising values-aligned partnerships and/or sponsorships.

Vicsport’s information webpage includes fact sheets, case studies and templates for asset identifications, sponsorship agreements and example decks and pitches. It also includes the Healthier Partnerships Handbook, a comprehensive guide for sports to build a portfolio of healthy partners and the best ways to identify, assess and value those partners.

Founder of The Athlete Brand Builder and a sports partnership expert, Vickie Saunders helped put the Handbook together and knows just how important it can be for sport organisations to connect with healthier partners.

“In my experience, sport has such a powerful influence, especially on young people, and that’s something we can’t take lightly,” Vickie said.

“Kids don’t just play sport, they absorb everything around it. The brands they see and the messages they are exposed to shape their perceptions, behaviours and habits. And the reality is that sponsorship does work – it influences what kids like, what they ask for and what they buy.

“This handbook comes down to helping to protect the integrity of sport. If we are serious about the role that sport plays in our communities, then aligning with healthier partners just makes sense.”

One feature of the Handbook is a list of ‘Do’s and Don’ts’ which encourages sporting organisations to focus in on exactly what they are searching for in a partner, to not rush into a partnership with a company they know little about and to not be afraid to ask questions to identify the best fit.

“The biggest shift I always try to help clubs make is moving from ‘we need money’ to ‘we have value’,” said Vickie.

“Sporting organisations naturally have incredible assets. Through their people, their stories, their community reach and the trust they hold. They often underestimate how valuable that is to a business.

“It starts with understanding what you can offer and being really clear about how that can help a partner achieve their goals.

“The other really important aspect is alignment. When a sponsor genuinely fits with your values, the partnership is easier, more authentic and more effective.

“Finally, I would encourage sports to think long-term. The best partnerships are not transactional, they grow over time and create ongoing value for everyone involved.”

Divided into three sections, the Handbook firstly covers why healthier partnerships are important, looks at the reasons that businesses will want to partner with sport and then the types of healthier partnerships that are available, how to showcase your sport and how to create a successful pitch.

Kayt Spano, General Manager of Fencing Victoria, believes the Handbook is a useful resource for all fellow administrators, particularly those just starting in their roles.

“For newer administrators, where they walk into a space and know they need to do something but they don’t know how to do it, the Handbook is a really good guide to identify what it is that you’re able to offer.”

The sports that have been able to create a mutually beneficial partnership are the ones that Vickie has seen to be most successful.

“What stands out to me isn’t just the sponsor itself but how the partnership comes to life. We saw a junior rugby club run health and wellbeing sessions for their sponsor using club coaches and facilities which was a great outcome for both organisations. There was also a rowing club that provided athletes as speakers and MCs for sponsor events. That kind of activation brings the partnership to life in a much more authentic way.

“Success can be achieved not just by having a healthier sponsor, but forming a partnership that positively contributes to people’s lives and experiences.”

Access Vicsport’s Healthier Partnerships in Sport webpage here and the Handbook here.