One of the most important (and often overlooked) parts of successful event planning is figuring out how to get sponsors for an event. Whether you’re hosting a corporate conference, a non-profit fundraiser, or a virtual summit, event sponsorship can help offset costs, increase your event’s credibility, and improve the attendee experience.
Read this complete guide on how to find sponsors for your event. We will cover what to include in your event sponsorship packages, how to put together a request for sponsorship, and more!
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An event sponsor is a person, company, or organization that provides financial support, products, or services to an event in exchange for promotional benefits.
There are a variety of reasons a person or group may sponsor an event. For example, some popular event sponsorship benefits include:
In some cases, sponsors may receive naming rights, custom event sponsorship packages, or the chance to sponsor an awards category.
Event sponsorship is a strategic way for both parties to gain value: Organizers get funding, and sponsors gain visibility with their targeted audience.
Events often come with a lengthy list of expenses. By building strong relationships with corporate sponsors, non-profits, local businesses, or individual donors, you create mutually beneficial partnerships that can elevate the impact of your event.
Here are six reasons why gaining sponsorship for events is essential to your financial success and your event’s overall quality:
Unfortunately, ticket sales rarely cover all the expenses associated with hosting an event. Event sponsors bridge the budget gap, covering everything from venue costs to event marketing efforts, experiential event activations, and more.
Partnering with well-known brands supports your event’s reputation by associating it with respected names in your industry. The more trusted sponsors you have, the more attendees, speakers, and media attention you will attract.
Sponsors will often promote your event to their own audiences, which instantly helps expand your visibility. By leaning into their marketing channels, you can attract new attendees and expand brand awareness beyond your immediate network.
Sponsors can use their resources to improve the attendee experience at your event! For example, lean on sponsors to cover costs for happy hour beverages, catering, premium event swag, fun entertainment, and interactive sessions.
Creating an event sponsorship plan can help you collaborate with brands that closely align with your mission, values, and audience interests. When sponsors are a good fit, their involvement feels natural and creates a positive experience for your attendees.
By giving your event sponsors an amazing experience, you instantly improve your chances of attracting other high-profile sponsors for future events. This creates a cycle of growth, helping you build momentum toward better sponsorship opportunities.
Event sponsorship packages are pre-designed offerings that outline the benefits sponsors will receive in exchange for supporting an event.
Sponsorship packages for events typically include tiered options, such as “bronze, gold, silver, and platinum” levels, that vary the amount of exposure, benefits, and pricing a sponsor gets. Read on to learn more about the various levels of sponsorship for events!
Offer multiple event sponsorship levels to appeal to a variety of potential sponsors. Tiered sponsorship levels for events (such as Bronze, Silver, Gold, and Platinum) allow brands to choose the visibility and benefits that best align with their budget and goals.
Remember to customize offerings to your event or have fun naming each sponsorship level! If you need inspiration, below are examples of what each level might include to help you build a well-structured, enticing sponsorship offer.
Include the following benefits:
Include the following benefits:
Include the following benefits:
Include the following benefits:
Nothing is set in stone when it comes to sponsorship levels for events. Have fun with it, adjust pricing as needed, and vary the value of benefits offered. Also, consider the industry you're working within. For example, tech events may command higher rates than non-profit fundraisers.
The best thing about event sponsorship packages is that they are completely customizable to your event, its needs, priorities, and goals.
Most event sponsorship packages include varying levels of branding opportunities, logo placement, digital mentions, social media promotion, booth space, speaking opportunities, and VIP access. Well-crafted packages help organizers attract sponsors by clearly communicating value.
If you’re wondering, “How can I find sponsors for an event?,” then you are in good company. It can be difficult to know where to look and how to pitch your event's value effectively. Try these methods for gaining sponsorship for events of any size.
The first step to getting sponsors for an event is looking for brands that serve a similar demographic or share your organization’s values. For example, if you are planning a tech event, consider partnering with software or hardware brands. For non-profit events, reach out to community-minded businesses or philanthropic foundations.
Make a list of dream sponsors and realistic candidates. Do your research on their past sponsorship history, mission statements, and current campaigns. Tailor your pitch to show how sponsoring your event supports their goals.
Reach out to contacts, vendors, or past event partners you know and trust. Even if they cannot sponsor directly, they may connect you to someone who can. LinkedIn is a powerful tool when considering how to look for sponsors for an event. For instance, try searching for marketing, PR, or partnership managers at organizations that could potentially sponsor your event.
One of the quickest ways to find quality event sponsors is by tapping into your professional network. Reach out to other event organizers in your industry and ask if they have worked with any sponsors they would recommend. First-hand referrals save you time and lead you to brands that are already experienced and enthusiastic about supporting events like yours.
If you are new to sponsorships, begin with local businesses that care about your event’s mission and vision. For example, if you are hosting a 5k charity run, ask for sponsorship from local restaurants, gyms, banks, or businesses for community visibility. Once you build a sponsorship track record, larger brands will be more likely to engage.
Always emphasize how your event will benefit the sponsor. Remember, it's not about what you need; it's about what the sponsor stands to gain.
Sponsors want visibility, brand alignment, lead generation, and ROI. Make your pitch all about how supporting your event helps them achieve their goals, whether that’s reaching a new audience, boosting their reputation, or creating lasting brand impressions. In your event sponsorship letter, emphasize benefits your sponsors stand to gain from a partnership.
1. Increased Exposure Through Event Press: Offer sponsors media coverage from local TV, radio, publications, or industry podcasts! This exposure adds value to their investment.
2. Features in High-Quality Content: Highlight the opportunity for sponsors to be included in professional event photography and videography, which builds their marketing portfolio.
3. Boost Their Brand Reputation: Highlight how partnering with your event will enhance their brand credibility through exposure and social media visibility, reaching a wider audience.
4. Expand Their Social Media Reach: Promote social media marketing opportunities! With posts on your event's TikTok, Instagram, or Facebook Live, sponsors can access potential new followers.
5. Collaborate with a Non-Profit: Let sponsors partner with a non-profit to increase the event's appeal, enhance their reputations, and show their commitment to social responsibility.
Attracting and retaining event sponsors requires a strategic approach. Here are five tips to create a compelling pitch and secure the right sponsors for your event:
Start by clearly understanding your event's mission and the overall brand purpose. Aligning your event with sponsors whose values or target audience match can strengthen the partnership and make your pitch more appealing.
Clearly outline the event sponsorship benefits that sponsors will gain from partnering with your event. Whether it's increased brand exposure, social media visibility, or exclusive access to attendees, make sure to highlight these benefits in your pitch and sponsorship packages.
Your email should be concise yet informative, emphasizing your event’s mission, vision, and the sponsorship opportunities available. Tailor the message to the sponsor by detailing how their brand fits into your event, and highlight the value they will receive, such as promotional content and media coverage.
Taking the conversation off email and into a phone call can significantly increase your chances of securing a sponsor. Use the call to elaborate on the event sponsorship packages and answer any questions the sponsor may have. Ensure you clearly articulate the specific benefits they will receive and how the sponsorship aligns with their goals.
After the initial contact, persistence is key. Regularly follow up with the potential sponsor via email and phone calls. Ask for feedback on the sponsorship opportunities and gently remind them of the benefits, keeping the conversation warm and moving toward a positive decision.
When you take the time to prove the value your event can offer, sponsorships are sure to follow! For more event promotion advice, explore the following articles or head to pc/nametag’s YouTube channel for Event Promotion Ideas on a Budget, a podcast episode from The Event Connection!