Free sponsorship infrastructure for every UK football club
Clubs leave money on the touchline: sponsorship assets live in spreadsheets, enquiries arrive everywhere and reply nowhere, and payments happen by bank transfer over WhatsApp. Sponsorfy gives every UK club, grassroots to Premier League, a free commercial workspace: list every asset, let sponsors find and pay you directly, and pay 8% only when the club gets paid.
- Client
- Sponsorfy
- Sector
- Marketplace
- Relationship
- 2026, launching
- Services
- Product strategy · UX and UI design · Marketplace development · Payments architecture · Brand and launch site
8%
Only when paid
1,175
Assets listed
192
Platform routes
1
Widget, any site
01 / the problem
Clubs leave money on the touchline.
Almost every club sells sponsorship, and almost none has infrastructure for it. Assets live in spreadsheets only one person dares to edit, the local business owner who would happily take a pitch-side board already comes to every game but can't see what's available, and the money moves by bank transfer with nothing recorded.
The commercial model had to fit clubs with no budget: free to start, free to run, no setup or monthly fees, with Sponsorfy earning 8% only when a club actually gets paid. That constraint shaped everything, right down to sponsors buying directly off the club's own website.
- 01 Give clubs real inventory instead of a spreadsheet
- 02 Let sponsors find, enquire and pay without friction
- 03 Keep it genuinely free until the club earns
- 04 Meet sponsors where they already are: at the ground
02 / the solution
The whole commercial operation, one workspace.
Clubs get a workspace covering the lot: asset listings across boards, hospitality, programme and kit with live availability and pricing, enquiries and messaging next to every deal, proposals with e-signatures, a CRM, analytics, and Stripe-secured payments with automatic payouts to the club's verified account. Public club profiles and QR codes at the ground turn matchday footfall into sponsor leads.
The embeddable storefront is the quiet differentiator: a separate widget app any club, or an entire league, can drop into its own website, inheriting the site's fonts and colours automatically, so sponsors buy without leaving the club's site while availability and payments stay in sync. Behind it all sits a full marketplace back office, from commission control to AI-powered search across every listing.
what we delivered
The work behind the result
Asset listings with live availability
Live availability, bookings and scheduling handled by the platform.
Boards, hospitality, programme and kit categories
The detail work that lifts the product above its spec.
Enquiries and messaging beside every deal
Interface and identity work that gives the product its feel.
Proposals, e-signatures and club CRM
Connected cleanly to the systems the business already runs on.
Stripe payments and automatic payouts
Money moving safely, from checkout through to settlement.
Embeddable club-site storefront widget
Commerce mechanics built to transact from day one.
QR codes for matchday discovery
Mapping the users, journeys and decisions before anything was designed.
Full marketplace admin and AI search
Mapping the users, journeys and decisions before anything was designed.
03 / the result
The revenue clubs already deserve.
Sponsorfy is launching across UK football with over a thousand assets already listed, flagship club pilots on board and county FA showcases behind it: a platform a volunteer commercial secretary can run, free until the club earns.
“Working with Code23 to build Sponsorfy has been, without exaggeration, the single most important partnership I've made. What we're building isn't a website with a plugin bolted on - it's a genuinely complex, AI-native marketplace for football club sponsorship, and the layer of agentic experience we're weaving into the UX is the kind of thing most dev teams would flinch at. Code23 didn't flinch. They leaned in.
From the very first sprint, it was clear these people get it. Not just the code, but the architecture of a marketplace where buyers, clubs, and AI agents all need to navigate a fluid, dynamic experience. They challenged our assumptions, pushed back on flows that looked clean on paper but wouldn't hold up in the wild, and brought a depth of UX and AI thinking that felt like we'd hired a senior product team alongside the engineers. That's rare. That's not what you get when you brief a “development partner.” You get a thinking partner.
The work ethic, though - I'll say it plainly - is almost unreasonable in the best way. Responsive at odd hours, proactive with solutions before we'd even articulated the problem, and a genuine, almost stubborn commitment to seeing the thing through properly. They treated Sponsorfy like it was their own product, and you can feel that in the craft of what they've delivered.
I wouldn't hesitate to put Code23 in front of any founder or team building something ambitious in the AI or marketplace space. They're the ones you call when the scope is scary and the stakes are real.”
