|Polaris World Cartagena who disappeared shortly after finishing league runners up in Spain|
A consistent and reliable source of income is the key to making clubs sustainable. Stability can be achieved through having multiple sources of finance, reducing dependency on any one source and preventing a crisis if one disappears. Further the more income a club can generate, generally, the more successful it will be in a sporting context as it will have more resources to invest in this area. Therefore a club’s organisational aim could be defined as maximising income (profit) through multiple sources in order to support the sporting objectives.
|Match Day Experience|
Another way to earn money is through match tickets. First of all good marketing of the event is crucial. It is obvious but if people don’t know about it then they won’t come. Once people are there it is important to ensure the supporters’ match day experience should be made as entertaining as possible so they will come back and tell their friends, the most effective form of marketing.
|Manchester Futsal Club’s Youth Players|
Having a youth section should be a fundamental objective for any club. If subscription fees can cover the cost of the youth teams then profit can be made from sponsorship and sales of training kit and match tickets. It gives the club a strong presence in the local community, not forgetting that it also provides local players for the first team.
Newspapers are still important and they should be approached. Again it is better to offer something that benefits them in exchange. Maybe an agreement could be reached where the club physio or fitness coach writes a regular informative article on their area of expertise in the local paper in return for the inclusion of a match report or club news.
|Inter Movstar’s Megacracks tour across Spain, which provides free sessions for children, has been a huge success for the club & its partners|
Looking at the finances from the other side there is a need to investigate ways to reduce costs. This is where finding volunteers is important. Again, as with sponsorship, to be more successful this has to be an exchange rather than a favour. A club can provide valuable experience in physiotherapy, web development, journalism, marketing etc.
It is important to adopt a business mindset and then come up with your own ideas. What can the club can provide that people want in exchange for what the club needs (money, exposure etc.)? Many of the ideas above will not only provide direct income but indirect through increasing the awareness and reputation of the club in their community. This exposure can lead to more match ticket sales, increased value of sponsorship and networking opportunities amongst other things.