Finding the right brand sponsorship partner can be a tricky matchmaking process. Both sides have to share the same values and mission for it to be successful. When looking for the right partner for the National Women’s Soccer League’s Angel City Football Club (ACFC), the perfect match was found in the tech company HubSpot.
ACFC was founded by Natalie Portman, Kara Nortman and Julia Uhrman, after hearing a speech by soccer legend Abby Wambach in which she pointed out the lack of retirement plans for female soccer players. This inspired the trio to create a new model for the team, which was quickly joined by other celebrities and investors.
The values of HubSpot, such as focusing on good for the bottom line and customers, as well as succeeding with a soul, were a great match with ACFC’s values, which are about setting higher expectations on and off the pitch and investing in the community. HubSpot was appointed as the team's Founding Partner and exclusive customer platform and has committed to 10% of the sponsorship dollars going back into the community in the form of their ‘Equity Essentials’ and education platform.
The partnership also includes a ‘Player 22 Fund’ which helps former NWSL players train post-career, as well as a ‘Women in Sales’ event, a thought leadership dinner and a content series to be featured on LinkedIn.
In order to connect with their fans (both in LA and further afield), HubSpot's CRM program is being used to create personalized messages. This isn't the first CRM sports sponsorship - Salesforce has deals with the Olympics and Formula 1 racing - but it is the first for HubSpot. It's clear that this is a match of values and mission, making it a perfect fit for both ACFC and HubSpot.
Originally reported by Martech: https://martech.org/how-hubspot-found-the-right-sports-sponsorship-partner/
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