How a Community Club Turned a Canteen Fridge Into a Sponsor Asset

KingCave Team
2026-03-03T08:00:00+10:00

Fairpark Junior Football Club turned a canteen fridge replacement into a sponsor asset — covering the cost and driving renewals.
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Fairpark Junior Football Club needed a new canteen fridge. The old one was failing. The committee approved the purchase, and it should have been a straightforward equipment replacement. But one committee member asked a question that changed the conversation: "If we're buying a fridge anyway, can we put sponsor logos on it?"

That question turned a cost into a revenue opportunity.

The Maths

A branded fridge costs more than a generic one. But if you sell logo placement on the wrap to two or three sponsors, the sponsorship revenue covers the entire cost of the fridge — and potentially turns a profit. The sponsors get tangible, visible brand placement that's in front of every canteen customer, every game day, every training night. That's a better proposition than a name on a paper fixture guide that gets recycled at season's end.

Fairpark approached their existing sponsors with the concept. The response was immediate. Sponsors could see exactly where their logo would appear, exactly how prominent it would be, and exactly how many people would see it every week. The fridge became a sponsor asset — a physical, permanent piece of evidence that their sponsorship dollars were visible.

The Build

Cast vinyl in club colours — Fairpark's palette across the full body, with sponsor logos positioned prominently on the door and side panels. Cast vinyl was specified because canteen environments are demanding: grease, condensation, bumps from hand trucks, daily cleaning. The vinyl is rated for five-plus years in commercial environments. In a clubhouse canteen, it'll outlast most of the other equipment.

The sponsor logo layout was designed to give each sponsor clearly defined space — no overlaps, no hierarchy disputes. Each sponsor gets a high-resolution reproduction that's visible from the canteen queue. When the fridge was installed, the committee sent marketing photos to each sponsor, documenting exactly where their logo appeared. That documentation matter — it's proof of value that helps with renewal conversations.

The Ripple Effect

After Fairpark installed their branded fridge, other clubs in the league noticed. Multiple clubs enquired about getting the same thing for their canteens. The fridge became a talking point at league meetings — not for what it cost, but for how it changed the sponsorship conversation. When a sponsor can see their logo on a physical asset that's used every week, the abstract concept of "club sponsorship" becomes concrete.

Several of Fairpark's sponsors renewed for the following season, and the fridge was cited specifically in those conversations. That's the real return: not just the initial sponsorship offset, but the ongoing renewal rate driven by visible, tangible brand presence.

When a sponsor can see their logo on a physical asset that's used every week, the abstract concept of 'club sponsorship' becomes concrete.

What Community Clubs Should Consider

Every club buys canteen equipment. That's a sunk cost. Branding that equipment with club colours and sponsor logos turns the sunk cost into a revenue asset. If your club is already talking to sponsors, a branded fridge gives you something physical to offer — something the sponsor can photograph, something their customers can see. It changes the conversation from "support our club" to "here's where your brand will be."

View the Fairpark JFC project · Explore custom branding