The Secrets to Smarter Business Partner Engagement

The Key Takeaways from the Webinar “Smarter Business Partner Engagement” presented by iXpole with representatives from Borussia Dortmund (Thea Elsässer), FC Dender (Mathieu Lootens), Sparta Prague (Eva Šťastná), and iXpole (Luc Vanhecke).

1. Retention is More Valuable Than Acquisition

• Retaining and upselling existing partners is significantly more cost-effective and yields better conversion rates than acquiring new ones.
• A 5% improvement in partner retention can drive up to 95% profit increase.

Prioritize loyalty-building and satisfaction before expansion.

2. Shift from Sponsorship Sales to Relationship Management

• Modern partners expect strategic collaboration, not just logo placement or exposure.
• Long-term partnerships are built on shared value, performance, and mutual business growth.

Move from transactional deals to solutions that help partners achieve their goals.

3. Create Community Through Structured Business Networks

• Business networks provide added value beyond matchday: consistent engagement, peer-to-peer connections, and access to exclusive knowledge.
• Events and networking platforms build a “club within the club” that fosters business opportunities among members.

Think like a business catalyst, not just a rights holder.

4. Digital Infrastructure is Critical for Scalability

• Integrated platforms for CRM, ticketing, event registration, and partner communication streamline operations and boost partner satisfaction.
• Even small clubs can scale engagement and manage complex B2B relationships with lean teams using the right tools – like FC Dender does with iXpole.

Invest in systems that enable automation, personalization, and analytics.

5. Partners Expect Measurable ROI

• Sponsorships are under increasing scrutiny – partners want data, KPIs, and evidence of business impact.
• Clubs must demonstrate how sponsorship drives partner visibility, engagement, or revenue.

Build offerings that are trackable, reportable, and performance-based.

6. Tailored Engagement Drives Value

• One-size-fits-all models are fading. Partners want experiences and touchpoints that align with their industry, goals, and audience.
• Targeted events, flexible packages, and segment-specific communication create stronger bonds.

Use data to segment, personalize, and elevate the partner experience.

7. Clubs Must Act as Business Platforms

• Forward-thinking clubs are evolving into regional business hubs, offering partners a gateway to new customers, ideas, and markets.
• Business networks, partner marketplaces, and co-hosted events can position the club as a business growth enabler.

Think beyond sport: become the go-to meeting place for regional commerce.

Conclusion

Smarter engagement is not about more contacts, it’s about deeper connections, streamlined experiences, and measurable value creation. Whether a top-tier club or a local challenger, clubs can innovate in business partner engagement by embracing technology, building genuine communities, and focusing on long-term collaboration over short-term transactions.

Ready to challenge the status quo of your B2B strategy?

Let’s talk! Whether you’re looking to deepen partner relationships, unlock new revenue streams, or build a smarter engagement model: We’re here to help you rethink and elevate your approach.