Top Ideas for Your Event Sponsorship Package

Key Takeaways

Customer Focus is Key: Understand your target audience to create marketing that speaks directly to their needs.

Know Your Strengths: Identify your company’s unique value proposition and align it with customer expectations.

Competitor Awareness: Stay informed about competitors to spot opportunities and differentiate your brand.

Balance is Essential: Successfully integrate the 3 C’s for a well-rounded and effective marketing strategy.

Continuous Adaptation: Regularly update your strategy based on customer feedback and market trends.

What’s In a Successful Event Sponsorship Package?

Planning an event that stands out requires more than just a fantastic venue and great speakers. You’ll need the right sponsors. This means that your sponsorship packages are a crucial element in event planning since they will help you secure financial backing while providing exposure for your sponsors. So, how do you create a sponsorship package that both attracts the best sponsors and makes your event shine?

Starting from Abuse and the Poverty Trap

Starting my business got me out of the poverty trap and an abusive relationship. After I fired my boss and dumped my abusive boyfriend, I called Sheryl, my best friend from school. We started a business and grew it into a multi-million dollar enterprise. 

Before starting my business, I was afraid of opening my mailbox because there were bills I could never ever afford to pay. After starting my business I was able to travel the world, buy my first home, and mentor other people.

Get Sponsors, Even if You’re Just Starting Out

I wanted to teach other women how to start and succeed in their own small businesses, so I started the Women’s Small Business Expo. I was working from my kitchen with my cat, I had no experience with events and I had no fan base. My entire following was my parents and my brother-in-law.

Using the techniques I’ll share with you here, I got 3 sponsors when the event was in the concept phase: Bank of America, Wal-Mart, and IBM. I made money before I opened the door to my first event. Then I got Microsoft, FedEx, Southwest Airlines, Citibank, Health Net Insurance, Epson, Marriott, Staples, American Airlines, and Wells Fargo.

I’ll teach you how to put together creative and practical ideas for your event sponsorship package. Let’s dive in and start building a sponsorship strategy that will leave your sponsors—and your attendees—in awe!

Definition and Purpose of Sponsorship Packages

Sponsorship packages are more than just a way to fund your event. They’re a win-win-win for you, your audience, and your sponsors. A well-thought-out sponsorship package can elevate your event to the next level, not only financially but also in terms of its credibility and reach. For me, this part of the process can be fun and enjoyable as you begin brainstorming and getting creative.

How Can You Create a Compelling Sponsorship Package?

When creating your sponsorship package, think of it as your sales pitch. It should be super easy to understand. Make sure it clearly shows the benefits of partnering with you and your event. Offer a variety of sponsorship levels—Platinum, Gold, Silver, and Bronze—so companies can choose what fits their budget and goals.

Highlight the value they’ll get in return like brand visibility, access to your audience, and exclusive opportunities to showcase their products. Make sure not to focus on you. Sponsors want to know how your event aligns with their marketing objectives, so make that crystal clear.

Photo by CHUTTERSNAP via Unsplash

Designing Your Sponsorship Package

Cater to Different Types of Sponsors

Not every sponsor is the same. A tech company may want different benefits than a local restaurant or a nonprofit. Tailor your sponsorship packages based on the type of business you’re targeting. A tech company might be interested in virtual branding or digital sponsorships, while a restaurant might want to sponsor the food and beverage area of the event.

The more personalized you can make each sponsorship offer, the more likely you are to engage the right brands. Consider their goals, and tailor your pitch to demonstrate how your event can help them achieve those.

Use Visuals to Engage Sponsors

Incorporate design into your sponsorship package. People love visuals, and they’re more likely to remember your offer if it looks professional and engaging. Use graphics, mockups, and clear examples of what the sponsor’s branding will look like during the event. Include photos of past events (if applicable) to give potential sponsors a clear idea of what they’re getting into.

Communicate Event Goals and Objectives

The first step in crafting your sponsorship package is to make sure your event goals are clear. Sponsors want to know what they’re supporting—whether it’s a conference, a charity event, or an industry trade show. Clearly outline the goals of your event and show how the sponsor’s contribution fits into the bigger picture.

For example, if your goal is to raise awareness for a cause, explain how their sponsorship will help promote that mission.

Align Sponsor Goals with Event Objectives

Once you’ve defined your event’s objectives, work on aligning them with the goals of potential sponsors. For example, a sponsor looking to launch a new product will want an activation space where they can engage with attendees directly. Aligning goals like this ensures that the sponsor not only gains exposure but also gets value from the partnership.

Price Your Sponsorship Packages Right

Pricing can be tricky, but it’s essential to get it right. Look at your event costs and the level of exposure you’re offering at each sponsorship tier. If you’re offering premium branding space, exclusive access, or unique activation opportunities, your pricing should reflect that. Be transparent about the benefits each level includes so sponsors can make an informed decision.

How to Choose the Right Sponsors

Identify the Right Partners

Now that you’ve created an attractive sponsorship package, it’s time to identify the sponsors who will get the most value from it. Think about businesses whose products or services align with your event’s target audience. For example, if you’re hosting a tech conference, companies in the tech industry would be ideal sponsors.

Take the time to research potential sponsors and get to know their marketing goals. This will make it easier to pitch your event as the perfect opportunity for their brand.

Photo by Claudio Schwarz via Unsplash

Craft a Winning Pitch

A solid pitch is everything. Don’t just send out generic emails—personalize your outreach! Tailor your pitch to each sponsor by highlighting how their specific goals can be met through your event. Emphasize the unique benefits you’re offering and how their involvement will make a tangible impact on both their brand and your event.

Build Long-Term Relationships with Sponsors

Sponsorship is about building relationships, not just one-off deals. After the event, be sure to follow up with sponsors. Thank them for their support, share the results (e.g., audience reach, engagement), and discuss potential future collaborations. This creates a foundation for long-term partnerships that will benefit both you and your sponsors.

Innovative Event Sponsorship Ideas

Leverage Technology for Sponsor Exposure

With today’s digital world, event sponsorship doesn’t have to be limited to physical spaces. Digital sponsorship opportunities, such as sponsored content on your event app, email newsletters, or social media channels, can help broaden your sponsors’ reach.

For virtual events, platforms like Zoom or specialized event apps offer excellent opportunities for sponsor visibility. Sponsors can be featured during live-streamed sessions, branded interactive features, or even in virtual exhibitor booths.

Get Creative with Sponsorship Activations

Let’s be honest—everyone loves a fun activation! Sponsors are always looking for innovative ways to engage with attendees. Think branded charging stations, product demos, or even photo booths that let attendees interact with sponsor products. The more creative and interactive the activation, the more memorable it will be for your attendees—and your sponsors.

Use Gamification and Interactive Elements

Interactive features like gamification are a fun way to get attendees engaged while giving your sponsors maximum exposure. Host a trivia contest or a scavenger hunt with sponsor-related questions or prizes. You could even offer incentives for attendees who visit sponsor booths or engage with specific sponsor content. It’s a win-win: attendees have fun, and sponsors get exposure.

Examples of Effective Sponsorship Activations

Photo by Kane Reinholdtsen via Unsplash

Branded Merchandise and Promotional Items

Giveaway items are a classic sponsorship activation, but they’re still highly effective. Branded tote bags, water bottles, or T-shirts are great options that attendees will use long after the event. Make sure the items are practical and something attendees will actually keep, so sponsors get prolonged visibility.

Digital Marketing Opportunities

Another way to maximize sponsor exposure is through digital marketing. Feature sponsors in your event emails, social media posts, and website. Offering a dedicated email blast or a shout-out on social media can help your sponsors build buzz before, during, and after the event.

Sponsor Interactive Elements Like Surveys or Polls

Create interactive experiences where sponsors can get direct engagement with attendees. For example, conduct live polls or surveys during sessions, with sponsors’ branding prominently displayed. It’s a great way for sponsors to connect with attendees in a meaningful way.

Maximizing Sponsor Exposure

Multimedia and Logo Placement

Everyone loves visibility! Make sure sponsors’ logos appear on all key event materials—banners, websites, event programs, etc. For virtual events, display their logos during live streams or on event landing pages. Offering these opportunities for logo placement across multiple touchpoints maximizes exposure and ensures your sponsors get the attention they deserve.

Sponsor-Specific Event Features

Consider offering sponsors exclusive opportunities to sponsor specific features of your event. For example, a sponsor might want to take the lead on the registration desk, the VIP lounge, or even the event’s mobile app. This kind of high-level exposure is a great way to help your sponsors stand out.

Virtual Event Opportunities

Don’t forget about virtual sponsorships! If you’re hosting an online event, think about branded backgrounds, custom-designed chat rooms, and even virtual sponsor booths. The more ways you can integrate sponsors into the virtual experience, the better.

Final Thoughts: Sponsorship Packages

Creating an impactful sponsorship package takes creativity, strategic thinking, and a focus on mutual benefits. By offering unique opportunities, catering to different sponsor needs, and engaging them in innovative ways, you can create an experience that will help both your event and your sponsors thrive.

Remember, sponsorship is about building relationships—so get creative, make it fun, and keep the conversation going long after the event ends. You’ve got this!

For more tips on event planning and sponsorships, check out my book, “Corporate Sponsorship in 3 Easy Steps,” and read it. Also, reach out and connect with me today and we can put together your personalized sponsorship package without delay!

Frequently Asked Questions