How to Get Corporate Sponsors for Events (With Examples and Templates)

Corporate sponsorship isn’t just about securing funds, it’s also about forging lasting partnerships that fuel growth, visibility, and shared impact. As global sponsorship spending climbs toward $96.4 billion in 2025, more brands are recognizing the value of aligning with events, nonprofits, and creators that reflect their values and connect with their audiences.

Think of it as a strategic handshake: a tech brand sponsors a startup expo to meet innovators, while the organizer gains the backing needed to scale the event. Everyone wins.

But here’s the challenge most sponsorships never go beyond a one-off deal. If you’re tired of chasing short-term support or sending cold proposals that get ignored, this guide is for you.

Whether you’re planning a fundraiser, hosting a business summit, or launching a community initiative, this article walks you through how to get corporate sponsorships the right way from identifying the right brands to crafting irresistible proposals and building long-term relationships. Real examples, practical templates, and insider tips included.

Types of Corporate Sponsorship

Corporate sponsorship comes in many forms, depending on what the sponsor provides and what the organization needs. Below are the most common types, each offering unique benefits for both the sponsor and the sponsored group:

1. Financial Sponsorship

This is the most common type of sponsorship. A company provides money to support an event, program, or organization. In return, they receive brand visibility through banners, mentions, or media promotions. It's a direct exchange of funds for recognition and marketing benefits.

2. In-Kind Sponsorship

Instead of money, the company offers goods or services. For example, a food brand might provide snacks for an event, or a tech company might offer free software. It reduces event costs and still gives the sponsor visibility.

3. Event Sponsorship

A business sponsors a specific event sponsorship, like a conference, concert, or fundraiser. Their brand may appear on stage banners, social media posts, or promotional items. It helps them reach a focused audience at a specific time.

4. Cause-Related Sponsorship

Companies support social or environmental causes like education, health, or sustainability. It shows that the brand stands for a good reason, which can improve their public image and build trust with customers.

5. Media Sponsorship

This type involves sponsoring media content, such as podcasts, TV shows, magazines, or online videos. In return, the sponsor gets exposure through mentions, ads, or branded segments in the content.

6. Product Sponsorship

The company provides free samples of their products for events or campaigns. This allows attendees to try them out, leading to brand loyalty and increased sales. It's an excellent way for product-based companies to promote what they offer.

7. Digital Sponsorship

With everything moving online, companies sponsor digital events like webinars, virtual summits, or influencer content. They get recognition through social media, email campaigns, and online branding.

8. Academic/Educational Sponsorship

Some companies support educational programs, scholarships, or research. This helps students and institutions and positions the company as an advocate for learning and innovation.

9. Volunteer Sponsorship

Businesses support their employees in doing volunteer work. They may offer paid time off or cover travel costs. This boosts employee morale and shows the company's commitment to community service.

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How to Secure Corporate Sponsorships: A Step-by-Step Guide

Corporate sponsorship helps create valuable partnerships that benefit both the sponsor and the organizer. By following the proper steps, you can secure sponsorship and boost the success of your event, campaign, or initiative.

Step 1: Pinpoint Sponsors That Align with Your Purpose

The first step is identifying companies likely to support your initiative based on shared interests and audience alignment.

• Clarify the Purpose of Your Event or Initiative:

Before reaching out to sponsors, define the mission, target audience, and expected outcomes of your event or project. Knowing your goals will help you find companies whose values align with yours.

• Target Local Businesses First:

Many local businesses are open to sponsoring events in their communities to improve local presence and goodwill. Start with nearby companies before reaching out to larger national brands.

• Look for Like-Minded Corporations:

Seek companies that operate in a space similar to your cause or share the same customer base. For example, a wellness brand may be interested in sponsoring a health awareness campaign.

• Leverage Existing Connections:

Use your current network—friends, colleagues, previous collaborators—to find potential sponsors or introductions to decision-makers within companies.

• Use Online Research Tools:

Platforms like LinkedIn, Crunchbase, and corporate websites can help you gather insights into companies' sponsorship history, target demographics, and CSR initiatives.

For Example, you're organizing a community health awareness marathon. You start by targeting local fitness centers, sportswear brands like Decathlon, and organic food stores. You can use LinkedIn to find CSR managers and ask a friend who works at a nutrition startup if they can connect you with someone on their marketing team.

Step 2: Pitch with Clarity and Value

Your proposal is the key tool that communicates your vision and the value of sponsorship. A compelling proposal communicates your event's mission, audience, and mutual benefits, while offering flexible packages that match various sponsor goals.

Clearly Describe the Event and Its Mission:

Start your proposal with a powerful introduction that explains the purpose of your event or initiative. Be specific about what you hope to achieve, why it matters, and who it’s designed for.

What to include:

• The name, date, and theme of the event
• Your mission and core objectives
• A brief background or history (if the event has run before)
• Why is this event timely or important
• Who will attend or engage (audience profile)

Offer Sponsorship Tiers:

Once you've identified the right companies, the next step is to present a sponsorship package that's both compelling and customizable. A well-crafted package shows that you value the sponsor's investment and are committed to delivering measurable results.

Tailoring these tiers helps sponsors choose the level that best aligns with their marketing goals, budget, and desired exposure. Flexibility and personalization can significantly increase the chances of securing a deal.

Flexible Sponsorship Tiers for Every Budget

Below are some examples of sponsorship packages that give options based on different budgets and benefits:

Gold Tier – $10,000+

• Logo on event website and homepage.
• Keynote speaking opportunity.
• VIP seating and access to exclusive networking sessions.
• Branded content on event emails and social posts.
• Featured in post-event press releases.
• Prominent signage at the event.
• Inclusion in real-time event analytics.

Silver Tier – $5,000–$9,999

• Logo featured on promotional materials.
• Mention in social media marketing.
• Speaking opportunity during a breakout session.
• Sponsor a table at the venue.
• Inclusion in the event program and website.
• Branded giveaways during the event.

Bronze Tier – $1,000–$4,999

• Name listed in the event program.
• Logo displayed on the event webpage.
• Mention in the post-event email to attendees.
• Opportunity to distribute promotional materials.
• Access to general networking sessions.

Customize Each Proposal

Avoid sending a generic sponsorship proposal to every potential sponsor. A one-size-fits-all approach often gets ignored. Instead, tailor each proposal to reflect the specific interests, goals, and values of the company you're reaching out to. 

Personalization shows that you've done your work and are genuinely interested in forming a meaningful partnership.

How to personalize your proposal?

1. Reference their brand identity: 

Mention the sponsor's mission, values, or recent campaigns. For example, if a company focuses on sustainability, highlight how your event supports environmental causes or green initiatives.

2. Align with their audience: 

Emphasize how your event reaches the sponsor's target demographic. If their customers are young professionals or tech-savvy users, show how your event connects with that audience.

3. Showcase relevant benefits: 

Focus on what matters most to them—brand visibility, media exposure, thought leadership opportunities, or social impact. Tailor your value proposition to their priorities.

4. Offer brand-specific perks: 

Add customized elements like premium booth locations, co-branded content, or exclusive product demo slots. These extra touches make your proposal stand out and feel more valuable.

Support with Data and Proof:

Sponsors want to feel confident that their investment will deliver real value. To build trust and strengthen your proposal, back it up with solid data and proof of past success. This shows that your event is well-organized and capable of achieving measurable results.

Here's the type of data you should include:

1. Event Attendance: 

Share the number of attendees from past events. Highlight growth over time, if applicable, to show increasing interest.

2. Audience Demographics: 

Provide details like age groups, locations, industries, and attendees' interests. This helps sponsors assess whether your audience aligns with their target market.

3. Digital Reach: 

Mention your website traffic, social media followers, impressions, and engagement. These numbers reflect your event's visibility and online presence.

4. Engagement Metrics: 

Include email open and click-through rates, registration figures, or audience participation levels. This indicates how actively your audience interacts with your content.

5. Sponsor Testimonials:

If previous sponsors had a positive experience, share their feedback or quotes. Real-world endorsements add credibility and demonstrate your ability to deliver value.

For Example, you create a custom proposal for a local organic juice company. It highlights:

• The marathon's theme is promoting wellness.
• An expected audience of 2,000+ participants.
• Sponsorship tiers: Bronze (₹25,000), Silver (₹50,000), Gold (₹1 lakh).
• Value for them: logo on T-shirts, a booth at the event, and a co-branded post on Instagram.
• Last year's event data shows 1.5K attendees and 5 K+ social media impressions.

Step 3: Make the Right Approach and Build Relationships

Reaching out to sponsors is more than just sending emails—it involves building relationships, showing professionalism, and demonstrating value. A well-researched and personalized approach significantly improves your chances of getting noticed and starting meaningful conversations.

1. Research Before You Reach Out

Before you contact any company, it's crucial to understand who you're talking to and why your event would interest them. Random outreach rarely works—companies are more likely to respond positively if they see that you've done your homework.

How to Research Effectively?

• Review Similar Events:
  Look into events with similar themes, audiences, or objectives. Visit their websites or social media to find out who sponsored them in the past. These sponsors are already open to supporting similar initiatives and are familiar with the format.
• Use Company Websites:
  Many businesses have dedicated CSR (Corporate Social Responsibility) or Sponsorship pages that list their causes, priorities, and application process. Study these pages carefully to see if your event aligns with their interests.
• Leverage LinkedIn:
  LinkedIn is an excellent platform for identifying key marketing, CSR, branding, or communications personnel. You can also observe the kind of campaigns they support and tailor your approach accordingly.

2. Identify and Reach Out to the Right Person

Even the best proposal will be ineffective if it doesn't reach the right eyes. You must identify and contact the person who has the authority to approve sponsorships.

Who Is the Right Contact?

• Look for titles like:
  Marketing Manager, Brand Strategist, CSR Manager, Communications Head, or Partnerships Lead.
• Where to find them:
  Use LinkedIn, the company's "About Us" or "Team" pages, or tools like Hunter.io to find email addresses or contact forms.
• What to avoid:
  Avoid sending proposals to general email addresses like info@company.com. These often go unanswered or are filtered out.
  

3. Build a Relationship First

Instead of immediately asking for sponsorship, start by building a genuine connection. Sponsors are more likely to respond positively if they feel valued and see potential for a long-term partnership rather than a one-time transaction.

How to Build a Relationship?

• Engage on LinkedIn:

Interact with their posts by liking, commenting, or sharing. This helps you get on their radar before reaching out directly. It won't feel out of the blue when they see your name later in a message.

• Start a Conversation:

When you do reach out, don't open with a request. Start with a compliment or thoughtful comment like:
"I appreciated your campaign with the XYZ Foundation—it was meaningful and impactful.”
This shows that you've done your research and genuinely appreciate their work.

• Ask Questions:

Learn about their company's goals, current CSR (Corporate Social Responsibility) initiatives, or marketing plans. Asking questions like “What causes does your team typically support?” shows that you're interested in aligning your proposal with their priorities, not just asking for money.

4. Highlight Clear ROI (Return on Investment)

Sponsorship is not just about goodwill—it's a business decision. Companies want to see the value they'll get in return for their investment. Clearly explain how the sponsorship will benefit them to make your proposal convincing.

How to Showcase ROI?

• Audience Size & Demographics:

Let sponsors know how many people will attend and who they are. Share details like age range, interests, profession, or location. This helps them understand how well your audience matches their target market.

• Brand Visibility:

Explain where and how their brand will be seen. This could include logo placement on your website, event banners, flyers, social media posts, email newsletters, or mentions in press releases. The more visibility you offer, the more appealing your proposal becomes.

• Engagement Opportunities:

Point out ways they can interact with the audience directly, like having a speaking slot, setting up a booth, handing out branded giveaways, or running live product demos. These touchpoints create deeper brand connections.

• Impact Metrics:

If you've organized similar events before, share specific results. Include metrics like how many people visited your website, social media engagement (likes, shares, comments), attendee feedback, or media coverage. Real numbers help sponsors see the proven value of your event.

5. Tell a Compelling Story

While data helps sponsors understand the value of your event, a meaningful story helps them connect emotionally with your mission. Sponsors are more likely to support causes they believe in and feel connected to, not just ones that promise numbers.

How to Tell Your Story?

• Explain the "Why":

Share the reason behind your event or initiative. What inspired it? What problem does it aim to solve—social, cultural, or business-related? This gives context and purpose to your work.

• Use Real-Life Examples:

Talk about real people or communities that have benefited from your previous events. A short success story or testimonial can leave a lasting impression and show the impact you're making.

• Be Authentic:

Speak from the heart. Let your passion and dedication shine through your words. A sincere and honest story builds trust and makes sponsors feel like they're part of something meaningful.

6. Back Your Pitch with Data

While telling a compelling story helps build interest, sponsors need proof that partnering with you will offer real value. Including strong, relevant data makes your proposal more convincing and shows that you're organized and results-driven.

What Data to Include?

• Past Attendance & Growth:

Highlight how your event or campaign has grown over time. For example, include that if attendance increased from 500 to 1,200 over two years. It shows momentum and public interest.

• Audience Demographics:

Share details about who attends or engages with your event—age group, job roles, industries, geographic location, and interests. This helps sponsors see if your audience matches their target market.

• Media Reach & Engagement:

Include statistics like your social media following, number of impressions on posts, email open rates, or traffic to your event website. These numbers give sponsors a clear idea of your visibility.

• Testimonials from Previous Sponsors:

If other companies have sponsored you before, add their feedback or quotes explaining what value they received. Mention measurable outcomes if available (e.g., leads generated or brand visibility achieved).

7. Mention Mutual Affiliations or Contacts

Finding common ground helps build trust and credibility with potential sponsors. If you have a shared connection or similar interests, don't hesitate to mention them—just do so professionally.

How to Do It?

• Name-drop professionally: 

If someone referred you or you've worked with an organization the sponsor knows or supports, mention it respectfully. For example, "I was referred to by……" or "We've partnered with [Organization] in the past."

• Highlight shared interests: 

If the sponsor supports causes, industries, or events similar to yours, point that out. It shows that your initiative aligns with their values and increases the chances they'll consider your proposal seriously.

8. Ask for the Next Step

Always close your outreach with a clear and respectful call to action. Avoid vague endings guide the conversation forward with a specific next step. This shows you're organized and serious about the partnership.

What can you ask?

• Suggest a brief 15–20 minute discovery call to discuss mutual goals.
• Offer to share a more detailed sponsorship proposal based on their interest.
• If you're unsure they're the decision-maker, politely ask if they could direct you to the right contact.

For Example, you can find the marketing manager's email on LinkedIn and send a short, personalized message. You mention that their recent campaign on healthy living aligns with your marathon's values. 

In your pitch call, you clearly explain that their ROI includes reaching a local audience of health-conscious individuals and potential customers. You also note that a past partner (a gym chain) gained 150 new leads from the event.

Step 4: Negotiate Smart and Finalize the Sponsorship

Once a sponsor shows interest, your job shifts from pitching to finalizing the deal. This stage involves aligning expectations, building trust, and formalizing your partnership.

1. Listen to Their Needs and Preferences:

Instead of jumping straight to your packages, start with an open conversation. Ask the sponsor what they want to achieve—brand exposure, community involvement, customer engagement, or CSR alignment. They may also have limitations like a tight budget, timing constraints, or preferred branding formats. 

2. Offer Custom or Flexible Tiers:

While having standard sponsorship packages is essential, being rigid can cost you the deal. Once you know the sponsor's goals, suggest ways to adjust the benefits accordingly. 

For example, a sponsor may prefer social media exposure over a booth or may want additional speaking time. You could create a hybrid plan by mixing elements from different tiers or introducing a custom option. 

3. Stay Professional and Confident:

Throughout your interactions, maintain a tone that's both confident and respectful. Be prepared to explain the value of your event in clear, measurable terms—audience reach, past success, or community impact. Avoid sounding too eager or apologetic. 

4. Create a Clear Agreement:

Once both parties are aligned, document everything in a formal sponsorship agreement. This should include:

• Sponsorship amount or in-kind contribution.
• List of deliverables (e.g., logo placement, speaking slots, social media mentions).
• Timeline for all deliverables.
• Branding guidelines and approval processes.
• Payment terms and due dates.
• Contact points for communication and escalation.

For Example, the juice company is interested but can only commit ₹40,000. You confidently revise the sponsorship package to give them silver-level perks with some flexibility, such as fewer social media posts but inclusion in a post-event video. 

You draft an explicit agreement covering branding guidelines, booth setup details, and deliverables. The company signs off after reviewing your proposal.

Step 5: Deliver Results and Build Long-Term Trust

The sponsor relationship should continue after the event. Showing appreciation and delivering results is essential for long-term partnerships.

• Thank Your Sponsors Publicly and Privately:
  Send personalized thank-you emails or notes. Acknowledge their contribution during your event, on social media, and in post-event materials.
• Showcase the Impact of Their Support:
  Prepare a post-event report or impact summary highlighting event results, audience feedback, brand exposure stats, and any media coverage they received.
• Plan for Future Sponsorships:
  If the event was successful, start conversations about recurring sponsorships or more integrated long-term partnerships.
• Seek Honest Feedback:
  Ask sponsors what worked and what didn't. This feedback helps you improve and demonstrates your commitment to providing value.

For Example, after the marathon, you send a thank-you email with an impact report: photos of their booth, data showing a 20% increase in Instagram engagement, and survey feedback mentioning the juice stall as a highlight. You also tag them in an appreciation post on social media. 

A month later, you asked for feedback, and they mentioned their interest in being the title sponsor next year.

To make your event more attractive to sponsors and to actually deliver on the ROI you promised you need reliable ways to measure, showcase, and enhance sponsor engagement during the event.
That’s where event tech comes into play. Tools like fielddrive can help you create more value for sponsors while reducing manual effort and boosting professionalism.

Enhancing Sponsor Value with Event Tech

Sponsorship success hinges on two things: clear value for sponsors and smooth execution for organizers. Event tech platforms like fielddrive help deliver both by simplifying logistics and generating real-time insights, turning one-time sponsorships into ongoing partnerships.

Here’s how fielddrive supports sponsors and organizers alike:

For Sponsors: More Visibility, Better ROI

• Branded Touchpoints That Matter: From logos on attendee badges to digital screens and interactive zones, sponsors gain consistent visibility throughout the event, without feeling forced.
• Real-Time Engagement Metrics: Know how many attendees visited their booth, joined a session they supported, or interacted with branded content. This makes ROI not just measurable, but meaningful.
• Fast-Tracked Lead Collection: Sponsors can capture attendee data on the spot and sync it directly to their CRM, reducing manual work and accelerating post-event follow-up.
• Association with Innovation: Being part of a well-run, tech-forward event elevates the sponsor’s brand perception. It signals that they’re investing in quality experiences, not just logo placements.

For Organizers: Streamlined Execution, Stronger Partnerships

• Faster, Smarter Check-In: fielddrive’s kiosk-based or facial recognition entry helps you avoid long queues and first-day chaos, making a lasting impression right from the gate.
• Live Event Monitoring: Know what’s happening across your venue in real time, attendance, session popularity, booth footfall—so you can support sponsors more effectively and make agile decisions during the event.
• Effortless Reporting: Post-event reporting becomes easier with built-in dashboards that show sponsor performance, attendee demographics, and engagement hotspots—all ready to be packaged into a sponsor recap.
• Scalability for Future Growth: With efficient systems in place, you can take on more sponsors without burning out your team, while offering a consistently high-quality experience.

Common Corporate Sponsorship Errors That Can Hold You Back

Securing and maintaining sponsorships requires a professional and thoughtful approach. Avoiding common mistakes can significantly increase your chances of building lasting relationships with sponsors. Here are some frequent pitfalls and how to avoid them.

1. Reaching Out to the Wrong Sponsors

Approaching sponsors whose values or audience don't match your event reduces your chances of getting support. To fix this, research each company carefully and make sure your event aligns with their goals or past sponsorships.

2. Sending Generic Proposals

A general or copy-pasted proposal makes it seem like you haven't put in effort. Sponsors want to feel seen and understood. Personalize your proposal with relevant details, audience insights, and brand-specific benefits.

3. Overpromising and Not Delivering

Offering more than you can provide can damage your credibility and hurt future sponsorships. Be realistic and only promise what you know you can deliver. Clearly define these promises in your agreement.

4. Not Communicating Enough

Failing to keep sponsors informed before, during, and after the event can leave them feeling ignored. To avoid this, maintain regular communication and send updates. After the event, share a report with results, photos, and feedback.

Real-World Examples of Corporate Sponsorship

Sponsorships aren't just about logos on banners—they're about powerful partnerships that tell a story. When brands team up with events or causes that reflect their values, the result is memorable, impactful, and often game-changing. 

Sports Events – Nike and the Olympic Games

Nike's long-term partnership with the Olympic Games, which began in 1976, is a prime example of how sponsorship can amplify brand recognition on a global scale. 

Beyond financial support, Nike integrates its innovative sports gear and marketing strategies into the Olympic spirit of excellence and performance. 

This sponsorship promotes Nike's leadership in the sportswear industry and fosters a strong emotional connection with athletes and global audiences.

The sports sponsorship market is booming, projected to hit $70.34 billion in 2025, up from $66.67 billion in 2024, growing at a 5.5% CAGR. Globally, sponsorship and advertising revenue are also expected to reach $1.1 billion in 2025, with steady growth through 2029.

Business Summits – Coca-Cola and the U.S.-Africa Business Summit

Coca-Cola's 2024 U.S.-Africa Business Summit sponsorship showcases how brands can align with international development and diplomacy efforts. 

Coca-Cola engages with influential business leaders and policymakers through this partnership to support trade, investment, and sustainable growth discussions. 

This move reflects Coca-Cola's commitment to corporate social responsibility and highlights its role in fostering cross-continental collaboration.

Conclusion

Corporate sponsorship is a smart way for both businesses and event organizers to benefit. While companies get more brand visibility and connect with their target audience, organizers receive the support they need to run successful events or programs. 

It’s not just about money—it’s about building a strong partnership that works for both sides. By understanding what sponsors want and showing how your event can help them, you can create a lasting and valuable relationship.

FAQs 

What is Corporate Sponsorship?

Corporate sponsorship is when a business supports a nonprofit with money, products, or services, usually in exchange for public recognition. This support is not taxed under the unrelated business income tax (UBIT) if done within IRS rules.

What Kind of Payments Can a Nonprofit Accept Without Paying Tax?

A nonprofit can accept sponsorship payments—cash, products, or services—without incurring tax, as long as there's no agreement that the sponsor will receive a significant commercial benefit in return. However, this exemption does not apply to revenue from advertising in print publications or earnings from trade shows and conventions.

What is Considered a “Substantial Return Benefit”?

Any benefit beyond simple recognition, like promoting the sponsor's product or service, can be considered substantial and taxable. Only neutral acknowledgements are allowed.

How Can You Recognize a Sponsor Without Triggering Tax?

You're allowed to recognize a sponsor publicly:

• Showing their name, logo, and slogan (without promotional claims)
• Listing contact details like a website or phone number
• Mentioning their product lines or services neutrally
• Referring to them as an “exclusive sponsor” of an event or category

If the acknowledgment remains factual and avoids endorsement, advertising won't be taxable.