baseball game from the stands

Partnership Development with Local Businesses

jensen.hendriks

Most summer collegiate baseball teams think about partnerships backward.

They approach local businesses asking: “Would you like to sponsor us?”

The business owner hears: “Would you like to give us money?”

Then teams wonder why partnerships are hard to close.

Here’s the shift: instead of asking businesses to sponsor you, create partnerships where both sides benefit from the relationship. You bring them customers, they bring you attendees. You promote their business, they promote your games. You help them achieve their marketing goals, they help you fill seats.

The Johnson City market is perfect for this approach. You have hundreds of local businesses—restaurants, outdoor recreation companies, breweries, retail shops—that need customers during your season. Many of those customers are the exact same people you’re trying to attract to games.

This post shows you how to identify, pitch, and activate partnerships that create value for everyone involved.

Understanding Partnership Types

Not all partnerships are created equal. Let’s categorize the types of partnerships available to summer collegiate teams.

Partnership Category 1: Traditional Sponsorships

What it is: Business pays for advertising/signage

Value exchange:

  • They get: Brand visibility at ballpark
  • You get: Cash revenue

Best for:

  • Large local employers
  • Professional services (law firms, healthcare, financial)
  • Regional brands seeking awareness

Limitation: One-directional value, relies on you having valuable advertising inventory

Partnership Category 2: Co-Marketing Partnerships

What it is: Mutual promotion and customer sharing

Value exchange:

  • They get: Access to your audience and promotional channels
  • You get: Access to their customers and promotional channels

Best for:

  • Restaurants and breweries
  • Outdoor recreation businesses
  • Retail shops
  • Entertainment venues

Advantage: Creates value without requiring cash outlay from either party

Partnership Category 3: Product/Service Partnerships

What it is: They provide product/service, you provide promotion

Value exchange:

  • They get: Brand integration and audience exposure
  • You get: Product for promotions or operations

Best for:

  • Food and beverage suppliers
  • Promotional item companies
  • Service providers (printing, marketing, etc.)

Advantage: Reduces your operational costs while building partner relationships

Partnership Category 4: Cause Marketing Partnerships

What it is: Aligned around community benefit or charitable cause

Value exchange:

  • Both get: Positive community impact and associated goodwill
  • Both contribute: Resources and promotional support

Best for:

  • Nonprofit organizations
  • Community foundations
  • Youth development organizations
  • Healthcare providers

Advantage: Builds brand reputation and community connection

Identifying High-Value Partnership Prospects

Before you pitch anyone, identify the right partners.

Partnership Prospect Categories for Johnson City

Category 1: Pre/Post-Game Dining

Businesses:

  • Spring Street Sandwich Company
  • Gourmet and Company
  • Fox’s Pizza Den
  • Johnson City Brewing Company
  • Yee-Haw Brewing
  • Downtown restaurants within walking distance

Why they’re great partners:

  • Natural customer flow (dine before/after game)
  • Your attendees are their target demographic
  • Easy to create “dine and game” packages
  • Mutual benefit is obvious

Partnership Model: “Dine at [Restaurant] before tonight’s game, show your receipt, get $2 off your ticket”

Value to them: Guaranteed customers on game nights Value to you: Ticket conversion from their existing customers

Category 2: Outdoor Recreation Businesses

Businesses:

  • Trek Bicycle Johnson City / Local Motion Cyclery
  • Buffalo Mountain Park vendors
  • Watauga River Adventures / River Dog Adventures
  • Outdoor equipment retailers
  • Hiking/camping suppliers

Why they’re great partners:

  • Overlapping customer base (active families, outdoor enthusiasts)
  • “Adventure by day, baseball by night” natural package
  • Both serve summer tourism/recreation market

Partnership Model: “Adventure Pass: Show your Tweetsie Trail bike rental receipt, get discounted game ticket”

Value to them: Cross-promotion to active families Value to you: Access to adventure-seeking demographic

Category 3: Student Life Partners

Businesses:

  • ETSU campus services
  • Student apartment complexes
  • Campus dining locations
  • Tutoring/academic services
  • Student-focused retailers

Why they’re great partners:

  • Direct access to ETSU student population
  • Your season aligns with summer sessions
  • Students looking for affordable entertainment

Partnership Model: Student organization sponsorships, move-in week promotions, resident events

Value to them: Differentiator in competitive student market Value to you: Consistent access to student demographic

Category 4: Family-Focused Businesses

Businesses:

  • Hands On! Discovery Center
  • Appalachian Caverns
  • Family entertainment venues
  • Children’s retailers
  • Daycare centers

Why they’re great partners:

  • Shared family demographic
  • Complementary activities (different value propositions)
  • Cross-promotion expands family entertainment awareness

Partnership Model: “Family Fun Pass” – combo tickets or mutual promotion

Value to them: Increased summer foot traffic Value to you: Access to families already seeking activities

Category 5: Tourism & Hospitality

Businesses:

  • Visit Johnson City TN
  • Local hotels
  • Regional tourism boards (Tri-Cities Alliance)
  • Attraction pass vendors

Why they’re great partners:

  • Shared goal of promoting Johnson City
  • Access to visitor audiences
  • Professional marketing resources
  • Regional reach

Partnership Model: Include in “Weekend in Johnson City” packages, visitor guides, tourism websites

Value to them: Unique local attraction for visitors Value to you: Access to regional tourist traffic

Category 6: Corporate Partners

Businesses:

  • TVA Credit Union (ballpark naming rights partner)
  • Major local employers (Eastman, ETSU, hospital systems)
  • Regional banks and credit unions
  • Insurance providers
  • Professional services

Why they’re great partners:

  • Budgets for community engagement
  • Employee appreciation needs
  • Community visibility goals

Partnership Model: Employee appreciation nights, corporate group packages, traditional sponsorships

Value to them: Employee engagement and community presence Value to you: Corporate group sales and sponsorship revenue

The Partnership Pitch Framework

Now that you’ve identified prospects, let’s build pitches that actually work.

The Fatal Flaw in Most Partnership Pitches

Typical approach: “We’d like to offer you a sponsorship opportunity. For $5,000, you get…”

Why it fails:

  • Leads with asking for money
  • Focus on what they give, not what they get
  • No clear ROI
  • Generic value proposition

The Better Approach: Lead with Their Benefits

Framework:

  1. Open with their goal: “I know you’re trying to [increase lunch traffic / attract summer students / build brand awareness]”
  2. Present the opportunity: “We have [1,800 people at each game / 48 summer events / strong family demographic] that aligns perfectly with your goals”
  3. Propose specific collaboration: “What if we created a [specific partnership program] that drives customers to your business while we promote our games?”
  4. Show mutual benefit: “You get [specific value], we get [specific value], and we both benefit from [shared outcome]”
  5. Make it easy: “I’ve drafted a simple plan – can we grab 15 minutes to walk through it?”

Partnership Pitch Template: Restaurants

Hi [Owner Name],

I'm [Your Name] with the Johnson City Doughboys. I was grabbing lunch at [Restaurant Name] last week and thought there might be a great partnership opportunity.

Quick context: We play 48 home games this summer (June-August), with 1,500-2,000 fans per game. Our games are Tuesday-Saturday evenings, with first pitch at 7 PM.

The opportunity: A lot of our fans arrive in Johnson City around 5:30-6:00, looking for a quick dinner before the game. You're [location-based description: "right downtown" / "walking distance" / etc.], making you a perfect pre-game dining option.

What if we created a "Dine and Game" partnership?

THE PROGRAM:
- You offer a special "Game Day Menu" or discount for Doughboys fans
- Fans who dine with you get a voucher for $2 off their game ticket
- We promote your restaurant on our website, social media, and at the ballpark
- We include you in our "Where to Eat Before the Game" content
- You display Doughboys promotional materials and schedule

THE BENEFIT TO YOU:
- Guaranteed traffic on 48 game nights
- Access to our 10,000+ email subscribers
- Promotion to 15,000+ social media followers
- Association with family-friendly community entertainment

THE BENEFIT TO US:
- Quality dining option to recommend to fans
- Ticket conversion from your existing customers
- Enhanced game-day experience (good dinner + great game)

This doesn't require any cash outlay from you - just the willingness to offer our fans a special deal and cross-promote.

Can we grab 15 minutes this week to discuss? I think this could drive meaningful dinner traffic for you throughout the summer.

Best,
[Your Name]
[Title]
[Phone]
[Email]

Partnership Pitch Template: Outdoor Recreation

Hi [Business Owner],

I'm [Your Name] with the Johnson City Doughboys, and I wanted to reach out about a partnership opportunity that could benefit both of our businesses this summer.

We've noticed something interesting: a lot of families visit Johnson City for outdoor activities (Tweetsie Trail, Buffalo Mountain, river activities) and many of them are looking for evening entertainment after their adventures.

Similarly, we have families coming to our games who are looking for daytime activities before game time.

That's where the partnership opportunity comes in:

"ADVENTURE BY DAY, BASEBALL BY NIGHT"

THE PROGRAM:
- Create combo packages: [Your activity] + Doughboys ticket at special rate
- Cross-promote to both customer bases
- "Show your receipt" discount system
- Joint social media promotions
- Shared email marketing campaigns

EXAMPLE:
A family bikes the Tweetsie Trail in the afternoon, then shows their rental receipt at the ballpark for discounted tickets that evening. Or vice versa - Doughboys fans planning their day see your business promoted as a great pre-game activity.

THE BENEFIT TO YOU:
- Access to 1,500-2,000 potential customers per game
- 48 promotional opportunities throughout summer
- Association with family-friendly entertainment
- Cross-promotion at zero cost

THE BENEFIT TO US:
- Quality activity to recommend to out-of-town visitors
- Enhancement of overall Johnson City experience
- Access to your adventure-seeking customer base

Both of us are trying to attract the same families - why not work together?

Would you have 20 minutes this week to explore this?

Best,
[Your Name]

Partnership Pitch Template: Student Organizations

Hi [Contact at ETSU],

I'm [Your Name] with the Johnson City Doughboys. I wanted to reach out about a partnership opportunity for ETSU student organizations this summer.

THE SITUATION:
We know student organizations are always looking for affordable, fun social events for their members. We also know summer can be challenging for programming with lower student populations.

THE OPPORTUNITY:
We'd like to offer ETSU student organizations exclusive group packages and become a regular summer activity option.

STUDENT ORGANIZATION PACKAGE:
- $7/ticket for student groups (vs. $12 regular price)
- Add meal package for just $5/person
- Organization recognition on video board
- Pre-game tailgate space available
- Minimum 15 students, no maximum

FOR THE UNIVERSITY:
- Quality, affordable programming option for student life
- Safe, supervised off-campus activity
- Community connection for students
- Partnership with established local organization

FOR ORGANIZATIONS:
- Easy to plan (we handle logistics)
- Affordable (under $15/person total)
- Fun social bonding experience
- Unique alternative to typical events

FOR US:
- Consistent group bookings throughout summer
- Connection to ETSU community
- Youth demographic engagement

WHAT WE'RE PROPOSING:
1. Include us in student organization activity guides
2. Allow us to present at student org fairs/meetings
3. Promote our student packages through student life channels
4. We handle all booking and logistics

No cost to the university - just the connection to student organizations who are already looking for activities.

Can we set up a meeting to discuss how this could work?

Best,
[Your Name]

Activation: Making Partnerships Actually Work

Closing the deal is just the beginning. Partnerships only create value if you activate them properly.

Partnership Activation Checklist

1. Create Clear Promotional Materials

For restaurant partners:

  • Table tents with game schedule and special offer
  • Social media graphics they can easily share
  • Simple flyer to include with checks
  • Staff talking points (“Going to the Doughboys game tonight?”)

For outdoor rec partners:

  • Co-branded combo ticket design
  • Joint social media content calendar
  • Shared email marketing templates
  • Cross-promotional signage

2. Implement Tracking Systems

Know what’s working:

  • Unique promo codes for each partner
  • “How did you hear about us?” tracking
  • Receipt validation systems
  • Digital coupon redemption tracking

3. Provide Regular Updates

Keep partners engaged:

  • Monthly email with results (how many customers referred, etc.)
  • Share social media engagement metrics
  • Highlight successful promotions
  • Suggest optimization opportunities

4. Create Co-Marketing Content

Develop content together:

  • “Perfect Day in Johnson City” blog posts featuring their business
  • Video content showing combined experience
  • Social media takeovers
  • Joint email campaigns

5. Recognize Partners Publicly

Make them look good:

  • Partner spotlights on social media
  • Recognition at games
  • Include in press releases and media coverage
  • Feature in season recap materials

Partnership Program Examples

Let’s look at specific programs you can implement:

Program 1: “Dine and Game Pass”

Partners: 5-10 local restaurants

How it works:

  1. Fans dine at participating restaurants before game
  2. Restaurant stamps “Game Day Passport”
  3. Stamped passport = $2 off ticket at gate
  4. Collect all 5 stamps = free ticket

Promotion:

  • Dedicated webpage listing all partners
  • Social media posts featuring each restaurant
  • In-stadium recognition of participating restaurants
  • “Where to eat before the game” content

Value:

  • Restaurants: Guaranteed game-day traffic
  • You: Enhanced fan experience + ticket conversion
  • Fans: Better overall experience + incentives

Program 2: “Adventure Pass”

Partners: Outdoor recreation businesses

How it works:

  1. Purchase or participate in partner activity during day
  2. Receive voucher for discounted evening game ticket
  3. Show receipt at box office for discount

Promotion:

  • “Adventure by Day, Baseball by Night” campaign
  • Joint social media content
  • Cross-linking on websites
  • Package in tourism materials

Value:

  • Partners: Access to your audience, extended customer experience
  • You: Daytime activity recommendations, ticket sales
  • Fans: Complete day of entertainment

Program 3: “Student Summer Pass”

Partners: ETSU, local student apartments, campus services

How it works:

  1. Student shows ID at any game = $7 ticket (vs. $12)
  2. Special student group packages available
  3. Student organization sponsorship opportunities
  4. Move-in week promotions with apartment partners

Promotion:

  • ETSU student life channels
  • Apartment complex marketing materials
  • Campus bulletin boards and digital displays
  • Student newspaper and radio

Value:

  • ETSU: Activity option for student programming
  • Apartments: Differentiator in competitive market
  • You: Access to 14,000+ student demographic
  • Students: Affordable entertainment option

Program 4: “Family Fun Fridays”

Partners: Hands On! Discovery Center, other family attractions

How it works:

  1. Friday games designated “Family Fun Fridays”
  2. Partners offer combo tickets (their attraction + game)
  3. Cross-promotional package pricing
  4. Joint marketing campaign

Promotion:

  • “Complete family day” package
  • Visit attraction during day, game in evening
  • Shared email marketing to family demographics
  • Tourism board promotion

Value:

  • Partners: Extended visitor time in Johnson City
  • You: Daytime activity recommendation, evening attendance
  • Families: Full day of entertainment, cost savings

Program 5: “Corporate Partnership Program”

Partners: Major employers, professional services

How it works:

  1. Partner sponsors specific games or season
  2. Dedicated group nights for employees
  3. Hospitality options available
  4. Brand integration opportunities

Promotion:

  • B2B marketing materials
  • LinkedIn and professional channels
  • Direct sales presentations
  • Chamber of Commerce connections

Value:

  • Partners: Employee engagement, community visibility, hospitality
  • You: Sponsorship revenue, guaranteed group bookings
  • Employees: Appreciation events and entertainment

Partnership Agreement Essentials

Put everything in writing, even informal partnerships.

Simple Partnership Agreement Template

PARTNERSHIP AGREEMENT
Johnson City Doughboys & [Partner Business]

PARTNERSHIP PERIOD: [Start Date] - [End Date]

PARTNER PROVIDES:
- [Specific commitments: e.g., "Special menu for Doughboys fans"]
- [Promotional support: e.g., "Display of Doughboys materials"]
- [Discount or offer: e.g., "$2 off for fans showing game ticket"]

DOUGHBOYS PROVIDES:
- [Promotional commitments: e.g., "Weekly social media posts"]
- [Website inclusion: e.g., "Featured on 'Where to Eat' page"]
- [In-stadium recognition: e.g., "PA announcements at 3 games per month"]

TRACKING & REPORTING:
- [Method: e.g., "Receipt validation system"]
- [Reporting frequency: e.g., "Monthly partnership update emails"]

TERM & TERMINATION:
- Partnership runs June 1 - August 31, 2025
- Either party may terminate with 14 days written notice
- Both parties agree to fulfill obligations through termination date

AGREED:

___________________________          ___________________________
[Partner Name]                       [Doughboys Representative]
[Date]                               [Date]

Key Agreement Components

1. Clear Deliverables Exactly what each party will do

2. Timeline When things happen and when partnership ends

3. Performance Metrics How success will be measured

4. Termination Clause How either party can exit if needed

5. Contact Information Who manages the partnership on each side

Managing Multiple Partnerships

As you scale partnerships, organization becomes critical.

Partnership Management System

Create a Partnership Tracker (Spreadsheet):

Columns:

  • Partner name
  • Category (dining, outdoor, student, corporate)
  • Contact name and info
  • Agreement start/end dates
  • Our commitments
  • Their commitments
  • Performance metrics
  • Monthly results
  • Renewal status
  • Notes

Monthly Partnership Management Process:

Week 1:

  • Review previous month’s results for all partners
  • Compile performance data
  • Identify top performers and underperformers

Week 2:

  • Send monthly update emails to all partners
  • Share results and engagement data
  • Suggest optimizations

Week 3:

  • Create next month’s co-marketing content calendar
  • Schedule partner features and promotions
  • Coordinate joint campaigns

Week 4:

  • Execute partnership activations
  • Monitor and track performance
  • Document lessons learned

Measuring Partnership Success

Track both relationship health and business results.

Partnership Metrics

Quantitative Metrics:

  • Customers/ticket sales attributed to each partner
  • Social media engagement on co-marketing content
  • Email campaign performance (joint campaigns)
  • Revenue generated through partnerships
  • Cost savings from product partnerships

Qualitative Metrics:

  • Partner satisfaction (survey annually)
  • Ease of collaboration (subjective assessment)
  • Quality of partnership relationship
  • Renewal likelihood
  • Referrals to other potential partners

ROI Calculation

For co-marketing partnerships:

Value received from partner:
- Access to their email list (X subscribers)
- Social media cross-promotion (Y followers)
- In-store promotion (Z monthly customers)

Cost of acquiring similar reach through advertising:
- Email marketing: $X
- Social media ads: $Y
- In-store advertising: $Z

ROI = (Value received - Cost invested) / Cost invested

Most co-marketing partnerships have extremely high ROI because both parties contribute promotional value rather than cash.

Common Partnership Mistakes to Avoid

Mistake #1: Not Following Through Making commitments to partners then failing to execute

Solution: Track all commitments, set calendar reminders, designate partnership manager

Mistake #2: One-Sided Value Only thinking about what you need, not what partner needs

Solution: Always lead with their benefits, create mutual value

Mistake #3: Poor Communication Setting up partnerships then going silent

Solution: Monthly updates minimum, proactive communication

Mistake #4: No Performance Tracking Not knowing if partnerships are working

Solution: Track everything, share results regularly

Mistake #5: Choosing Wrong Partners Partnering with businesses that don’t align with your audience

Solution: Be selective, focus on natural customer overlap

Partnership Expansion Strategy

Start small, prove success, then scale.

Year 1: Prove the Model

Goals:

  • Establish 3-5 high-quality partnerships
  • Document results thoroughly
  • Refine partnership process
  • Build case studies

Focus on:

  • 2-3 restaurant partners
  • 1-2 outdoor recreation partners
  • ETSU student life partnership

Year 2: Scale What Works

Goals:

  • Expand successful partnership categories
  • Add 5-10 new partners
  • Create tiered partnership offerings
  • Develop formal partnership program

Add:

  • Corporate partnerships
  • Tourism board integration
  • Regional partnerships
  • Cause marketing partnerships

Year 3: Formalize & Optimize

Goals:

  • Formal partnership program with clear tiers
  • 20+ active partnerships
  • Partnership revenue stream
  • Regional expansion

Implement:

  • Partnership packages with clear pricing
  • Online partnership application process
  • Partnership advisory committee
  • Multi-year partnership agreements

Quick-Start Partnership Plan

Week 1: Research & Planning

  • Identify 10 partnership prospects
  • Research each business
  • Understand their marketing goals
  • Draft initial outreach

Week 2: Initial Outreach

  • Send partnership proposals to top 5 prospects
  • Follow up on inquiries
  • Schedule meetings

Week 3: Meetings & Agreements

  • Present partnership opportunities
  • Customize proposals based on feedback
  • Finalize 2-3 agreements

Week 4: Activation

  • Create promotional materials
  • Launch co-marketing
  • Begin tracking results

What’s Next in This Series

With partnership infrastructure in place, the final posts explore:

Post 7: Email Marketing & Fan Retention – Building repeat attendance from your local base

Post 8: 90-Day Implementation Roadmap – Putting it all together with realistic timelines and success metrics

About Base Path Media

Base Path Media helps baseball organizations improve digital performance through technical optimization, search strategy, and content implementation. We focus on practical, measurable improvements that teams can implement with existing resources.

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