Partnership sales never stop – and the best clubs don’t either

There is a perception in football that the close season is quiet – that commercial activity slows when the fixtures stop. In reality, some of the most important commercial work happens away from the pitch, during the summer.

The strongest clubs treat commercial partnerships as a continuous cycle: selling, servicing, renewing, and planning well ahead of expiry. They are not scrambling to fill gaps in July. They identified the risks 12 months earlier.

At GSW, we have worked across the Premier League, EFL and National League. One thing is consistent: commercial teams are lean, time-poor and under constant pressure to deliver. That is why early planning matters.

By the turn of the year, clubs should ideally be 80-85% towards budget – with a focus on securing longer-term deals that protect future seasons, not just plugging short-term gaps.

Retention, in particular, does not come from last-minute renewals. It comes from regular touchpoints, strong delivery throughout the year, and understanding how partner businesses are evolving.

The landscape is also shifting. New sectors, new budgets and new decision-makers are emerging. Clubs that rely solely on familiar categories risk missing the opportunities that are available elsewhere.

At GSW, we help clubs navigate this evolving reality through a data-led approach – analysing trends across emerging categories, identifying high-growth brands and new market opportunities, and helping commercial teams plan earlier, sell smarter and retain better.

If your partnership strategy feels reactive rather than proactive, now is the time to review it.