Planning an event is exciting, but securing sponsors can make all the difference in your budget and overall success. The right sponsors can provide financial support, resources, and credibility—helping you elevate your event while keeping costs manageable. But how do you attract the right sponsors and convince them to invest in your event?
In this guide, we’ll walk you through the steps for how to get sponsors, from identifying potential sponsors to crafting compelling sponsorship packages. Plus, we’re including a free event sponsorship package example to help you get started. Whether you’re organizing a festival, conference, or community event, this guide will give you the tools to land the right sponsors and build lasting partnerships.
If you’re curious about creating event sponsorships, it’s a good idea to first understand the different types of event sponsorships you can create.
As an event planner, it’s important to understand the motivations behind event sponsorships. Knowing what sponsors want will help you create successful packages that make sense with their goals and intrigue them enough to want to purchase them.
1. Sponsors get to create new connections. Your event gives sponsors a chance to connect directly with passionate fans to boost brand awareness, all in one place.
2. Sponsors get real-time engagement. Sponsors get to interact with their target audience live. This gives them immediate feedback and builds relationships.
3. Sponsors get to gather leads. At some events, sponsors may get to collect peoples’ information through booth interactions, data capture, and networking.
4. Sponsors get to build trust. Spon
sors get to associate their brand with your trusted event, help them create loyalty and attract potential customers.
5. Sponsors get to form partnerships. Your event will give sponsors a place to connect with other businesses, meet experts, and create partnerships.
Use these five insights to your advantage when creating and marketing your sponsorship opportunities (more on that later)!
Getting event sponsors is great for financial support, but it’s also about working together to make your event even better.
1. Increase your budget. Events can get expensive. Sponsorship packages are a simple way to get financial support for better activities, speakers, and amenities.
2. Build your event’s trustworthiness. Having well-known or respected sponsors can add credibility (and even prestige!) to your event, attracting more attendees.
3. Expand your event’s reach. Sponsors often promote events to their own networks, which can help you quickly attract a wider audience and increase attendance.
4. Add value to the experience. Sponsors can help impress attendees by providing free samples, giveaways, fun experiences, or interactive displays.
5. Collaborate on content. Sponsors can help you create buzz around your event, build anticipation on social media, and provide attendees with shareable moments!
Knowing these five benefits can help you make great, mutually-beneficial deals with sponsors so everyone wins.
Finding the right sponsors for your event starts with knowing the difference between corporate sponsorships and small business sponsorships. Small businesses will be looking to sponsor local, community oriented events where attendees align with their target audience. Big name brands will want to sponsor events with a larger reach.
While it can be tempting to only focus on high-value corporate sponsorships, it may not be the best fit for your event. Avoid wasting time sending sponsor pitches to businesses that aren't a good fit for your event. When choosing what businesses to send your event sponsor proposal, think about things like location, target market, and budget.
For example, if you run a community festival that attracts mostly families with children, look for businesses in your area that serve the same market (children's clothing boutiques, daycares, etc.)
Securing sponsors for your event is all about showing the value of partnering with you.
In this section, we’ll break down the process into simple steps, starting with understanding your event’s strengths, finding the right partners, and creating sponsorship packages that make them say “yes!”
Before reaching out to potential sponsors, start by understanding who will be attending your event. What are your attendees’ demographics and interests? What do they want from your event (i.e., to find products, build community, enjoy interactive experiences, etc.)?
Hint: a great way to figure out your attendee demographics is by looking at your ticketing data!
Next, figure out what makes your event unique from similar industry gatherings. Pair this information with your estimated attendance numbers, email marketing reach, and social media reach.
These data points will help you understand and share the reach of your event, which can help attract and impress potential sponsors.
Now that you understand who will be at your event, you can focus on finding brands that share your target audience and values.
For example, focus on finding brands that offer products or services your attendees would find useful. Or, partner with experiential brands who can enhance the attendee experience through interactive activities or learning opportunities.
Once you have a list of potential sponsors to reach out to, start creating tiered packages with different types of benefits. Offering a bronze, silver, and gold package is a great place to start.
In your sponsorship packages, consider offering the following:
The better the sponsorship package, the more benefits you can offer to the sponsor. Also, the more benefits you offer, the higher you can price the package.
Your sponsorship proposal should be well-designed and reflective of your brand. Use high-quality images and logos that reflect your brand’s aesthetic. You’ll also want to keep the proposal easy to read.
Write-up of the event’s purpose and impact: This section should be in the beginning of your proposal, and will be the first introduction to your event for potential sponsors. Include the following information:
Relevant data on attendee demographics: In this section, you’ll show brands the value of sponsoring your event. Companies are more likely to invest in a sponsorship if their target audience is similar to your attendee profile. Include the following:
Event visibility and exposure: This is your chance to showcase your event’s reach in the community and online. Media exposure is important to brands, especially small businesses, so include any relevant data in this section:
In this section, you want to discuss what is in it for them. What are you offering your sponsors in return for their support? Are there any deliverables associated with the sponsor package they signed up for? Here is an example of possible sponsorship packages you can offer:
Presenting Sponsor - $25,000
(Exclusive – 1 available)
(Limited – 3 available)
(Limited – 5 available)
(Limited – 10 available)
(Unlimited)
An overview on next steps with contact information
Finally, provide clear next steps for potential sponsors to secure their package. Include deadlines, important links, and contact details to ensure a smooth sign-up process. Make it easy for them to take action by specifying how to confirm their sponsorship and who to contact with questions.
Now that you’ve done all the hard work, you’re ready to reach out to potential sponsors! Personalize each proposal to align with the sponsor’s goals and values. Don’t forget to highlight how the partnership will benefit their brand, not just yours.
The best way to contact sponsors is through personalized emails and phone calls. Remember to follow up with interested sponsors and address any questions or concerns they may have.
Be creative when designing the sponsorship letter for your event! Brands often browse through multiple sponsorship proposals
Securing event sponsors doesn’t have to be overwhelming. By understanding your event’s value, identifying the right partners, and crafting compelling sponsorship packages, you can create opportunities that benefit both your event and your sponsors. Remember to tailor your approach, highlight key benefits, and make it easy for potential sponsors to say "yes!"
With the right strategy, sponsorships can help you expand your budget, boost your event’s credibility, and enhance the overall experience for attendees. Ready to get started? Use the free sponsorship package example included in this guide to build partnerships that will help you create unforgettable experiences.
Click here to access our free sponsorship proposal template, available in Adobe Illustrator, EPS, and Canva file formats.