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Every season, thousands of Australian sporting clubs approach local businesses with the same request: "Would you like to sponsor us?" It's usually followed by a logo on a banner, a mention in the newsletter, and not much else until next year's ask comes around. No wonder so many sponsors quietly let the relationship lapse. The clubs that keep their sponsors year after year have figured something out: sponsorship works best when it isn't a handout at all. It's a partnership, a