Fractional Commercial Direction · For Football Clubs
Global sponsors didn't sign Wrexham because of a documentary — they signed because someone could prove which audiences were worth the deal. We put that same audience intelligence behind your club, backed by embedded commercial leadership you don't have to hire full-time.
Audience Scouting Report
Matchday Hospitality — Segment B
AQS-0417
LOGISTICS / TRAVEL
Verdict
Qualified prospect
SCORE
8.1/10
24%
revenue growth, Wrexham FY24/25
58%
of income now from outside the UK
4
global sponsor categories added since promotion
The Gap
Most clubs outside the top two tiers don't have a data view of their own audience. Sponsor prospecting happens by relationship and gut feel — which means deals get missed, and renewals get under-priced.
A commercial team of one or two people manually chases whichever brands they already know, with no consistent way to show a sponsor why their specific audience segment — season ticket holders, hospitality guests, digital fanbase — is worth the spend.
They score their own audience for seniority, composition, retention and buying intent — then walk into sponsor conversations with a number, not a hunch, and a commercial lead who's done this before.
The Offer
We don't sell a strategy deck and disappear. We embed commercial leadership and back it with the same audience-scoring engine we run for events, sport and hospitality brands.
01 / Fractional Commercial Director
A dedicated commercial lead, on-site or remote, for an agreed number of days a month — running your sponsorship pipeline like a full-time hire would, at a fraction of the cost.
02 / Audience Quality Score
We score your season ticket holders, hospitality guests and digital fanbase against sponsor-category fit — so every conversation opens with evidence, not a hunch.
The Process
This is the real sequence — not website first, not audience acquisition first. Diligence before spend.
We review your existing audience data, current sponsor roster, and gaps against comparable clubs.
Week 1–2
We run Audience Quality Scoring on one live segment — free or low-cost — tied to a named sponsor gap.
Week 2–4
We identify 3+ qualified sponsor prospects in that category and open the first conversations.
Week 4–8
If the pilot lands, the fractional commercial director role continues on retainer, running your pipeline season-round.
Month 3+
Commercial Terms
No large up-front retainer before you've seen the scoring output. The pilot is designed to fail cheaply and succeed obviously.
Pilot — 90 days
One audience segment scored, one sponsor category targeted, 3+ qualified prospects delivered. Low fixed fee, offset against the retainer if you continue.
Pricing
Fixed Fee + Success Fee
On closed sponsorship deals
Ongoing — Season
Full sponsor pipeline ownership, ongoing audience scoring across all segments, seasonal renewal management.
Pricing
Monthly Retainer + Success Fee
On sponsorship revenue closed
Send us your current sponsor roster and one audience segment you want scored. We'll tell you, in writing, whether there's a qualified opportunity before you commit to anything.