Exploring the generative mechanisms of sponsorship in English grassroots and non-league football

Much of the extant research exploring the role of sponsorship in English football has focused on the professional levels, particularly the English Premier League. However, very little research has explored the factors influencing sponsorship at non-league and grassroots level. Accordingly, this paper presents research into the factors influencing sponsorship agreements which provide vital funding to grassroots and non-league clubs in England. Carried out from a qualitative, Critical Realist approach, the research – which is still in progress – explores the mechanisms of sponsorship through semi-structured interviews carried out with club decision-makers representing a wide range of clubs operating within the National League System, as well as youth, women’s and veteran’s football. While findings are still yet to be finalised from a sample of fifteen participants interviewed thus far, the paper will present themes related to the activation and the leveraging of sponsorship deals themselves, and the wider factors which form the generative mechanisms of sponsorship in grassroots and non-league football. Sponsorship agreements are generally forged with local businesses through philanthropy or brand alignment purposes. However, mechanisms which influence clubs into sponsorship agreements are characterised by a variety of economic pressures, such as a lack of facilities, competition with other clubs’ resources, and a lack of regulatory oversight. The paper will delve deeper into these mechanisms and evaluate how they generate the structure in which sponsorship agreements play out. The paper also sets out the need for greater professionalism within clubs and the need for greater support by the FA and local authorities.