Success with Corporate Sponsors

Success with Corporate Sponsors

Business and Sponsorship Success

Discover How to Fund Your Dreams – Even if You’re Just Starting Out

Top 10 Tips on How to Get Sponsorship for Your Event

Sponsorship and People at Events

Table of Contents

Key Takeaways for Successful Event Sponsorship

  1. Know your event: Understand its unique selling points and audience to attract the right sponsors.
  2. Research sponsors: Find brands that align with your event’s theme and goals.
  3. Create tailored proposals: Customize your sponsorship pitch for each potential sponsor.
  4. Show value: Highlight exclusive benefits and past successes to demonstrate ROI.
  5. Build relationships: Focus on long-term partnerships through strong communication and follow-up.

Top Tips on How to Get Sponsorship for an Event

Securing sponsorship for an event can make a huge difference in your success. Whether you’re hosting a conference, festival, summit, or fundraiser, sponsors provide the funding, resources, and credibility that can take your event to the next level.

You can also get sponsors for virtual and hybrid events which are live events that are also streamed online. 

But how exactly do you get sponsorship for your event? It’s not just about asking for money; it’s about building mutually beneficial relationships and presenting your event in a way that appeals to potential sponsors. In this article, we’ll walk you through the top tips to help you get sponsorship for your event and maximize its potential!

When I did my first event, the Women’s Small Business Expo, it was trial by fire. Starting my business got me out of the poverty trap and an abusive relationship. As an entrepreneur, I was able to move out of my little rent-controlled apartment, travel the world, and mentor others. With the Women’s Small Business Expo, I wanted to teach women how to start and succeed in their own businesses and get empowered financially.

Here’s the problem, I didn’t have the money to put on the event. That’s when I found out about how sponsors can underwrite your event and give you resources and capital. If sponsors like you, they can fund you this year, the next, and the next year. I’ve had sponsor renewals and multi-year contracts with Citibank and FedEx. My clients have had recurring revenue from Black and Decker and Verizon, just to name a few.

1. Understand Your Event

Before you can approach potential sponsors, it’s crucial to truly understand your event. What makes it special? Who will be attending? What are your goals? A solid understanding of these aspects will allow you to present your event in a way that resonates with potential sponsors.

Defining your event’s unique selling points (USPs) is key. Ask yourself: What sets your event apart from others? Is it the speakers, the location, or the exclusive nature of the gathering? Knowing your unique selling points will help you position your event as an exciting and valuable opportunity for sponsors.

Sponsors also want to know who will be at your event and whether that audience aligns with their brand. The more you can define your audience (age, gender, interests, industry, etc.), the more attractive your event will be to potential sponsors.

Photo by Jud Mackrill via Unsplash

How is Your Event Different?

Tell sponsors how your event is different than other events in your space. What is the promise of your event? Another event I did was the Sponsor Secrets Seminar and it was different because people could talk to potential sponsors. We brought in sponsors you couldn’t even get on the phone and my attendees did sponsor deals at my event.

Name of Your Event?

Your event needs a great name to get the attention of sponsors, be searchable online, and draw attendees. A great name is ComiCon. They were a client of mine and I watched them grow from an office with 5 people to one of the most influential international events. Hollywood can’t wait to showcase their projects at ComiCon every year and they are a major contributor to the revenue of San Diego, California.

2. Research Potential Sponsors

Sponsorship is about finding the right fit between your event and the brands that want to reach your audience. Doing your homework is essential to finding companies that would be interested in supporting your event.

Look for companies that have supported similar events in the past or that align with your event’s theme. Consider local businesses, industry leaders, or even global brands depending on the scope of your event.

Different sponsors have different criteria for what they look for in an event. Be sure to research their past sponsorships to see if your event aligns with their brand values and marketing goals.

3. Craft a Compelling Sponsorship Proposal

Your sponsorship proposal is your chance to sell your event to potential sponsors. A well-crafted proposal should clearly outline what the sponsor will get in return for their investment.

Include details like the event’s audience, marketing reach, promotional activities, and any other perks you can offer. Your proposal should outline your audience demographics, marketing efforts, and the various sponsorship benefits your event offers.

Avoid a “one-size-fits-all” approach. Tailor your proposals to each sponsor’s unique needs and goals. Highlight how sponsoring your event will specifically benefit them, whether through exposure to your audience or long-term partnership opportunities.

4. Highlight Your Unique Benefits

Sponsorship is not just about funding—it’s about providing valuable exposure and building brand equity. When crafting your pitch, emphasize the exclusive benefits sponsors will receive.

Can you offer your sponsor an exclusive speaking opportunity, branding placement, or VIP access? These exclusives make sponsorship more appealing and allow you to position your event as a valuable opportunity.

Also, showcase how their brand will gain value by sponsoring your event. What will the sponsor gain by aligning with your event? Will they have access to a targeted audience? Is there potential for long-term partnership opportunities? Make sure to showcase all the distinct advantages your event offers.

Photo by Al Elmes via Unsplash

5. Build Strong Relationships with Sponsors

Sponsorship is a relationship-based process. You want to foster trust and open communication with potential sponsors, as this will increase the likelihood of securing a deal.

Once you’ve made initial contact, follow up regularly to keep the conversation going. Be proactive in addressing any questions or concerns the sponsor may have. Transparency is key to maintaining trust.

Think of sponsorship as a partnership rather than just a financial transaction. Show sponsors how they can benefit not only from the event but from the long-term relationship as well.

6. Utilize Your Event’s Digital Presence

In today’s digital age, online visibility is just as important as in-person interactions. Make sure you’re showcasing your event and sponsor benefits through digital channels.

Promote your event on platforms like Instagram, Facebook, Twitter, and LinkedIn. Sponsors will appreciate knowing their logo or brand will be featured prominently across social media, helping to amplify their message.

You should also use your website, email newsletters, and event apps to highlight sponsor perks. Consider running sponsored posts, email blasts, or banner ads to give sponsors even more visibility. Showing sponsors that you have a strong digital presence can make your event even more attractive.

7. Offer Attractive Sponsorship Packages

Having flexible, well-structured sponsorship packages can help attract different types of sponsors. Not every company is going to want the same thing, so offer a variety of options.

Offer different levels of sponsorship that vary in price and benefits. For example, you could have different levels of sponsor fees, with each tier offering a different set of perks such as VIP access, booth space, and branded content. This way, you can appeal to both large and small businesses.

Be sure to emphasize what sponsors will get for their investment. Will they get speaking opportunities, logos on event materials, or access to exclusive networking sessions? Make it clear how their investment translates into value.

8. Showcase Past Successes and Testimonials

If you’ve hosted events before, make sure to leverage your previous successes to help attract new sponsors. Past achievements can serve as powerful proof of your event’s value.

Share statistics from past events, such as attendance numbers, audience engagement, and any media coverage. Show potential sponsors how their investment in past events paid off. The more data you have to back up your claims, the better!

Additionally, ask past sponsors for testimonials. A strong testimonial from a previous sponsor can provide social proof and help build trust with new prospects. Hearing from others who have seen a positive impact from your event will encourage new sponsors to get involved.

Photo by Kate Trysh via Unsplash

9. Negotiate and Close Sponsorship Deals

Once you’ve piqued the interest of potential sponsors, it’s time to start negotiating the details of your partnership. Be prepared to discuss pricing, benefits, and terms of the agreement.

When negotiating, focus on creating a win-win deal. Be flexible but also ensure that the sponsorship package meets your event’s needs and provides value to the sponsor. Remember, it’s not just about the money—it’s about creating a partnership that benefits both sides.

Once terms are agreed upon, make sure to have everything in writing. A signed contract solidifies the relationship and ensures both parties are clear on expectations.

10. Evaluate and Maintain Sponsorship Relationships

Getting sponsors for an event is just the beginning. The real work comes after the event is over, when you need to maintain those relationships for future collaborations.

After the event, assess the return on investment (ROI) for your sponsors. How did their brand perform in terms of exposure? Were they satisfied with their experience? This will help you improve future partnerships and make them more enticing to other potential sponsors.

Even after the event is over, stay in touch with sponsors. Keep them updated on how their contributions impacted the event and look for ways to continue the partnership moving forward. Building long-term relationships with sponsors can help secure future funding and make your events even more successful.

Frequently Asked Questions

How do I find the right sponsors for my event?

Look for brands that align with your event’s audience, theme, and goals. Research companies that have sponsored similar events and check their brand values.

What should be included in a sponsorship proposal?

Your proposal should outline event details, audience demographics, sponsorship benefits, pricing options, and tailored perks specific to each sponsor.

How can I measure the success of a sponsorship deal?

Track key metrics like brand exposure, audience engagement, and lead generation to assess ROI. Follow up with sponsors to gather feedback and maintain relationships.

Final Thoughts

Securing sponsorship for an event is a rewarding but challenging process. By following these tips, you’ll not only increase your chances of getting sponsorship but also set yourself up for long-term partnerships that can make your event a resounding success. So, take a deep breath, roll up your sleeves, and get started—sponsorship opportunities are waiting!

After my success as the Sponsor Concierge, I became enamored by helping others reach their potential as entrepreneurs. That prompted me to become an expert on sponsorships and write my book, “Corporate Sponsorship in 3 Easy Steps.” It’s the perfect read for anyone ready to advance their small business to the next level. Ready to get started? Make your event sponsorship a realization and start building those valuable relationships today! I’m always happy to help others on their journey, so contact me today.

Article Written By:

Linda Hollander

Linda Hollander has been featured by Inc. Magazine as the leading expert on corporate sponsorship. She is the CEO of Sponsor Concierge, and the author of Corporate Sponsorship in 3 Easy Steps. Her corporate sponsors have included Citibank, Fed Ex, Health Net, American Airlines, Bank of America, Staples, Wal-Mart, and IBM. She consults with businesses on how to increase their profits and get sponsors. https://SponsorConcierge.com
Linda Hollander
Article Written By:
Linda Hollander has been featured by Inc. Magazine as the leading expert on corporate sponsorship. She is the CEO of Sponsor Concierge, and the author of Corporate Sponsorship in 3 Easy Steps. Her corporate sponsors have included Citibank, Fed Ex, Health Net, American Airlines, Bank of America, Staples, Wal-Mart, and IBM. She consults with businesses on how to increase their profits and get sponsors. https://SponsorConcierge.com
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