How to Get Sponsorship: A Step-by-Step Guide for Events

Securing top-tier sponsors for your event is crucial, but it can also feel overwhelming. Finding the right partners, crafting compelling proposals, and standing out in a crowded market often leaves event planners uncertain and stressed. 

Without the right approach, many struggle to secure the funding needed to cover essential costs and amplify their event’s reach. With companies spending an average of 17.1% of their marketing budgets on events, the competition for sponsorship is fierce. 

This guide will help you navigate these challenges confidently by breaking down the process into manageable, strategic steps, so you can secure the support your event needs to thrive.

What is Event Sponsorship and How Does it Work?

Sponsorship is a business relationship in which a company provides financial support, resources, or services to an individual, event, or organization in exchange for promotional benefits. This can range from funding to in-kind contributions like products, services, or media support. The goal is to create a win-win scenario where the sponsor gains visibility and the event secures the resources it needs to succeed.

This partnership works by aligning the sponsor’s goals with the event’s audience, enabling sponsors to boost visibility, engage directly with their target market, and reinforce their brand values. Through these collaborations, events secure essential resources while sponsors maximize their return on investment in a focused, engaged environment.

Business Objectives of a Sponsorship

Sponsors typically have specific business objectives that drive their involvement in events:

• Boosting Brand Awareness: Increasing visibility among a targeted audience.
• Reaching New Audiences: Expanding into new demographics or markets.
• Generating Leads: Capturing potential customers' information for future marketing efforts.
• Enhancing Brand Image: Aligning with events that reflect their corporate values.
• Fostering Community Engagement: Demonstrating social responsibility by supporting relevant events.

Mutual Benefits for Sponsors and Recipients

• Brand visibility at the event through logo placement on badges, kiosks, brochures, and other materials
• Social media mentions and online promotion
• Access to attendee data for targeted marketing
• Opportunities for product sampling or demonstrations
• Increased funding and resources for event organizers
• Opportunities for networking and relationship-building

With those benefits in mind, let’s explore the different types of sponsorships.

Types of Sponsorships

When it comes to event sponsorships, understanding the different types can help you tailor your approach to meet both your event’s needs and the sponsor’s goals. Every kind of sponsorship offers unique benefits and opportunities for collaboration. Common types include:

1. Financial or Cash Sponsorship is the most common type, where a company provides monetary support in exchange for promotional benefits. This flexible funding helps cover many event costs, giving sponsors clear visibility and measurable returns.
2. In-kind Sponsorship involves donating goods or services instead of cash. This type helps reduce event expenses by supplying essentials like venues, catering, or technology, often enhancing the event’s quality through valuable contributions.
3. Media Sponsorship is when media outlets offer free advertising or coverage in return for brand exposure. It effectively boosts event awareness and attendance through cross-promotion across different channels.
4. Promotional Sponsorship leverages influencers or individuals who promote the event to their audiences. This personal, targeted engagement can drive visibility and credibility through social media shout-outs, takeovers, or live appearances.
5. Corporate Sponsorship reflects a long-term partnership where a company aligns with an event to strengthen its brand image and community ties. These collaborations provide extensive branding opportunities and build lasting relationships with organizers.
6. Product Sponsorship involves brands providing products to support an event, such as food, apparel, or gadgets. This sponsorship enhances the attendee experience through product demos, samples, or giveaways targeted to a relevant audience.

Now that we understand the types, let’s explore how to find those perfect sponsors.

10 Proven Ways to Find the Right Sponsors for Your Events

Finding the right sponsors is often a major challenge for event organizers. Securing funding and resources becomes difficult without the right partners, and your event risks missing its full potential. 

The key is to align your event’s unique strengths with sponsors whose goals, values, and audiences complement yours. This ensures a mutually beneficial partnership that drives success for both sides.

Here’s a strategic approach to help you identify and connect with the best sponsors for your event:

1. Use Digital Sponsorship Platforms

Finding the right sponsors for your event can be challenging, but digital platforms make the process much easier. These tools help you connect with potential sponsors by filtering options based on industry, audience, and budget. You can find sponsors who align with your event's goals and needs with a few simple steps.

Here are some effective digital sponsorship platforms to use:

• SponsorMyEvent: Connects event organizers with sponsors, allowing you to filter based on event type, budget, and industry.
• SponsorPitch: Provides access to a database of brands actively seeking event sponsorship opportunities, offering data-driven insights.
• Sponseasy: Simplifies sponsorship proposal creation and tracking, helping you manage the entire sponsorship process in one place.
• OpenSponsorship: Specifically designed for sports-related events, helping you connect with sponsors in the sports and entertainment industries.

2. Reach Out to Past Event Sponsors

Reaching out to past sponsors is one of the most effective ways to secure sponsorship for your upcoming event. Sponsors who have previously supported your event understand the value of these partnerships and are more likely to reinvest. This approach can help you build long-term relationships and ensure continued support.

Here’s how to identify and reconnect with past sponsors:

• Review Past Event Materials: Review past event websites, brochures, or promotional material. These often include sponsor logos or acknowledgements, making spotting those who supported your event easy.
• Consult Your Team or Event Partners: Speak with colleagues or partners involved in past events. They may have insights or direct contact information for sponsors who have supported your events before.
• Visit Past Event Websites or Pages: Previous event pages or microsites usually list sponsor names and logos. These are valuable resources for identifying returning sponsors.
• Engage with Past Attendees: If you have access to a database of past attendees, ask them about the brands they remember supporting the event. This can help you reconnect with sponsors who were well-received by your audience.

3. Utilize Audience Data to Attract Relevant Sponsors

Understanding your audience is key to attracting the right sponsors. By analyzing your attendees’ demographics and behaviors, you can identify sponsors whose target market aligns with your event. This data helps you create a compelling case for why partnering with your event will benefit them, ensuring both parties see value in the collaboration.

Here’s the data to analyze and how to use it:

• Demographics: Look at key details like 
  
  • Age
  • Gender, 
  • Location, 
  • Occupation. 

Knowing these allows you to target sponsors who appeal to similar audiences. For example, a tech conference might attract sponsors from the tech industry or related sectors.

• Survey Responses: Use attendee surveys to gather information on interests, preferences, and spending habits. This data reveals which brands and products resonate most with your audience, guiding you toward sponsors that fit.
• Event Behavior: Monitor attendee behavior during the event, such as sessions attended and time spent at certain booths. This data helps you understand what excites your audience, making it easier to align those interests with a sponsor’s offerings.

4. Target Local Businesses

Local businesses often look for ways to connect with their community. If your event is location-specific, these companies can be great partners. They benefit from exposure to nearby audiences, while your event gains support from trusted local names.

Here’s how to find and engage local sponsors:

• Identify businesses with a strong presence in your event’s area.
• Look for companies involved in community initiatives or local events.
• Reach out to neighborhood shops, restaurants, and service providers who want to boost local awareness.
• Highlight how sponsoring your event will strengthen their connection with the community.

5. Focus on Sponsors Who Seek Long-Term Partnerships

Sponsors who want ongoing relationships tend to invest more time and resources into your event. Building long-term partnerships benefits both sides and creates more stable, predictable support for your future events.

Here’s how to find sponsors looking for lasting connections:

• Review past sponsors interested in renewing support.
• Target companies with a history of multi-event sponsorships.
• Look for brands that emphasize relationship-building in their marketing strategy.
• Emphasize the value of consistency and growth over time.

6. Engage Brands with a Clear Need for Brand Visibility

Many brands sponsor events to raise their profile. If a company wants to expand awareness, your event could offer the perfect platform. This is especially true for brands that align well with your event’s audience and theme.

Ways to identify brands seeking visibility:

• Focus on companies launching new products or expanding markets.
• Look for brands with active marketing campaigns seeking more exposure.
• Target businesses competing in crowded industries need to stand out.
• Show how your event’s audience can help amplify their reach.

7. Explore Companies Related to Your Event Content

Companies operating in the same or related industries as your event see sponsorship as a strategic fit. Their products or services naturally complement your event’s theme, making them more inclined to support it.

How to find industry-relevant sponsors:

• Identify businesses whose offerings match your event content or audience needs.
• Research competitors or partners already sponsoring similar events.
• Use industry associations and trade groups as a resource.
• Focus on companies with a clear interest in your event’s sector.

8. Use Social Media Insights

Social media offers a wealth of information about your audience’s interests and brand preferences. You can pinpoint potential sponsors who already connect with your community by monitoring how your followers engage with different companies. This insight helps you approach brands that are more likely to see value in sponsoring your event.

Here’s what to analyze and how to use it:

• Track Brand Mentions and Tags: Look for brands your audience frequently mentions, tags, or interacts with in comments and posts related to your event or industry.
• Analyze Followers’ Interests: Use tools like Facebook Audience Insights or Instagram Analytics to see which brands and topics your followers engage with most.
• Review Hashtag Engagement: Monitor event-related hashtags and industry hashtags to identify companies active in those conversations.
• Identify Influencers and Brand Advocates: Spot key followers who often promote certain brands; these brands might be interested in sponsorship to reach their engaged advocates.
• Use Data to Target Outreach: Approach brands already familiar to your audience, showing them how sponsoring your event can strengthen their existing connection.

9. Tap into Sponsors Looking to Enter New Markets

Some companies aim to grow by reaching new or underrepresented groups. Your event can offer access to these fresh audiences, making it an attractive opportunity for brands looking to expand their reach.

Here’s how to find these sponsors:

• Research companies targeting new customer segments or regions.
• Identify brands launching products or services aimed at different demographics.
• Highlight how your event attracts unique or emerging audiences.
• Show the value of connecting with these fresh markets through your event.

10. Look for Brands with Shared Values

Sponsors whose values align with your event create stronger, more authentic partnerships. When brands share your mission or causes, the collaboration feels natural and resonates better with attendees.

Here’s how to spot these sponsors:

• Identify companies promoting similar social or environmental causes.
• Look for brands that emphasize sustainability, diversity, or community engagement.
• Review sponsors of events with similar missions to yours.
• Focus on building partnerships based on shared goals and values.

Now that you have identified your sponsors, we’ll explore how to craft an effective sponsorship agreement and pitch it correctly to close the deal.

Effective Sponsorship Proposal: 8 Great Pitching Strategies

Crafting an effective sponsorship pitch is more than just listing benefits—it’s about building a compelling case that aligns your mission with a sponsor’s objectives. These strategies will help you move beyond generic asks and create a personalized, persuasive approach that resonates with the right partners and drives results.

1. Perform an Asset Analysis

Start by taking a close look at what your organization, events, and programs offer. Identifying valuable assets helps show potential sponsors why partnering with you makes sense.

Consider these assets as part of your evaluation:

• Successful past events, like charity runs, galas, or fundraisers
• A solid base of donors or members who actively support you
• A strong, engaged audience on social media channels
• Specific supporter groups, such as parents, millennials, pet lovers, or other focused demographics
• A large workforce or volunteer base tied to your organization
• A well-known or busy location associated with your activities
• A trusted brand name that resonates in the community
• Reliable vendor partnerships that add credibility
• A meaningful mission that connects emotionally, like supporting children, animals, or veterans

2. Craft a Compelling Proposal

Your sponsorship proposal should clearly show how partnering benefits the sponsor and aligns with their values. Focus on what they gain and why your organization stands out.

Include these essential elements:

Tell Your Organization’s Story

• Share what makes your organization unique and meaningful.
• Highlight your mission and how you bring it to life.

Describe Your Audience

• Provide demographics like age, location, and interests.
• Show how your audience matches the sponsor’s target market.

Highlight Successes and Impact

• Share stories from past events or initiatives.
• Include testimonials and endorsements to build credibility.

Explain Sponsorship Needs and Benefits

• Specify what kind of sponsorship you’re seeking.
• Detail how sponsors will gain visibility, engagement, and brand exposure.

Offer Sponsorship Levels

• Present tiered options with clear perks at each level.
• Ensure benefits increase with investment.

Showcase Past Sponsors

• List previous partners and highlight successful collaborations.

Use Data to Build Confidence

• Provide metrics like social media reach, attendance, and ROI projections.

A strong proposal connects your mission, audience, and impact with the sponsor’s goals, making the partnership valuable for both sides.

fielddrive enables the creation of bespoke sponsorship packages with features like digital signage at check-in kiosks and detailed attendee insights, converting opportunities into highly profitable ventures.

3. Find the Right Contacts and Channels

Connecting with the right decision makers is key to securing sponsorships. Knowing who to approach and how can save you time and improve your chances.

How to Identify Decision Makers:

• Research company structures to find marketing or sponsorship leads.
• Use LinkedIn to locate relevant contacts and learn about their roles.
• Leverage mutual connections for warm introductions.
• Look beyond obvious titles—brand managers or regional leads sometimes have decision-making power.

Choosing the Best Communication Channels:

• Email: Ideal for initial outreach; keeps the message professional and easy to track.
• Phone Calls: Use for follow-ups or when you need direct, personal engagement.
• Social Media: Platforms like LinkedIn can help build rapport and initiate conversations.
• In-Person Meetings: Best for detailed discussions or closing deals when possible.

Select channels based on the prospect’s preferences and your stage in the outreach process to maximize impact.

4. Make a Strong First Impression

How you begin your communication sets the tone for everything that follows. A confident, clear start grabs attention and opens the door to meaningful conversations.

• Personalize your introduction by mentioning something specific about the sponsor or their recent achievements.
• Avoid generic openers like “Hope you’re doing well.” Instead, get straight to the point with a clear reason for reaching out.
• Highlight a relevant connection or mutual contact early on to build trust.
• Clearly state the purpose of your message so the sponsor understands why it’s worth their time.

Starting strong shows respect for their time and demonstrates that you’re serious about building a valuable partnership.

5. Ask for Their Expert Opinion

Engaging your potential sponsors by seeking their input makes them feel valued and involved. It also opens up a two-way dialogue that can build trust and show you respect their expertise.

• Invite sponsors to share their thoughts on how the partnership could align with their goals.
• Ask questions that prompt them to consider how your event fits into their marketing strategy.
• Show openness to feedback and be ready to adjust your approach based on their insights.
• Frame your requests so that responding doesn’t feel like a big commitment—for example, ask for a quick 15-minute chat or their expert advice.

This approach helps turn prospects into partners, fostering collaboration that benefits both sides.

6. Communicate Benefits and ROI Clearly

Sponsors want to see precisely what they’ll gain from supporting your event. Clear communication about the benefits and expected returns is crucial to winning their commitment.

• Highlight key metrics like expected attendance, demographic fit, and engagement levels.
• Share examples of past successes, including social media reach, lead generation, and brand exposure.
• Break down tangible benefits such as logo placement, speaking opportunities, and exclusive networking.
• Emphasize long-term value, like ongoing brand recognition or access to new customer segments.
• Use data and case studies to back up your claims and build confidence.

Being upfront about the return on their investment helps sponsors feel confident and motivated to get involved.

7. Create a Sense of Urgency and Exclusivity

Encouraging sponsors to act quickly can boost your chances of securing commitments. Adding exclusivity increases the appeal and value of your sponsorship packages.

• Highlight limited availability by mentioning how many sponsorship spots remain or deadlines for signing up.
• Offer early bird pricing or special perks for sponsors who commit sooner.
• Make high-tier packages exclusive or invite-only to increase their desirability.
• Share exciting updates about your event, such as confirmed speakers or activities, to show momentum.
• Use clear calls to action that prompt immediate response, like “Secure your spot today.”

This creates a feeling that sponsoring your event is a unique opportunity they don’t want to miss.

8. Stay Confident in Your Sponsorship Proposal

Confidence convinces. If you believe in the value of your event and what you offer, your potential sponsors are more likely to believe it too.

• Know your event’s strengths inside and out and be ready to highlight them clearly.
• Keep your messaging focused on how the partnership benefits the sponsor.
• Prepare thoroughly, including anticipating questions and concerns sponsors may have.
• Remain professional and poised during all communications, whether in writing or in person.
• Don’t hesitate to follow up respectfully; persistence shows commitment, not desperation.

Confidence combined with preparation signals professionalism and builds trust, increasing your chances of landing the sponsorship.

Now, let’s discuss how to seal the deal and get that signature on the dotted line.

How to Successfully Close Sponsorship Deals: 5 Key Tactics

Closing sponsorship deals requires clear, confident action and attention to detail. It’s about turning interest into commitment by addressing final concerns and creating a seamless agreement process. Here’s how to close effectively:

1. Confirm Mutual Expectations

Before finalizing, ensure both parties agree on deliverables, benefits, and responsibilities. Clearly outlining what sponsors will receive and what you expect from them avoids future confusion and builds trust.

2. Address Concerns Proactively

Be ready to handle last-minute questions or objections with transparent, solution-focused responses. Showing flexibility and understanding helps resolve doubts and reassures sponsors about their investment.

3. Draft Clear and Comprehensive Agreements

Create contracts that clearly specify roles, timelines, payment terms, and cancellation policies. Well-structured agreements protect both parties and provide a solid legal foundation for the partnership.

4. Set Realistic Deadlines and Milestones

Establish deadlines for contract signing, payment schedules, and deliverable submissions. Clear timelines keep the process moving smoothly and demonstrate professionalism and reliability.

5. Express Genuine Appreciation

Thank sponsors sincerely for their commitment. Acknowledging their early support sets a positive tone and fosters goodwill, laying the groundwork for long-term collaboration.

This approach helps turn negotiations into lasting partnerships with clarity and trust. Next, we’ll explore how to prove your ROI to sponsors.

How Do You Prove ROI to Your Sponsors After the Event?

Demonstrating clear returns on investment is key to maintaining sponsor satisfaction and securing future partnerships. Here’s how to showcase the value you delivered effectively.

1. Collect Relevant Data Throughout the Event: Track metrics such as attendee numbers, engagement rates, social media impressions, and lead generation. Using reliable event management tools ensures accurate and comprehensive data collection.
2. Prepare a Detailed Post-Event Report: Compile the collected data into a clear, concise report highlighting key performance indicators and linking them directly to the sponsor’s goals. Include visuals like charts and graphs for easy understanding.
3. Highlight Sponsor Visibility and Exposure: Showcase where and how the sponsor’s brand was featured during the event, including signage, digital placements, and mentions. Quantify exposure through media impressions and audience reach.
4. Include Testimonials and Feedback: Gather quotes and testimonials from attendees, speakers, and partners that specifically mention the sponsor’s involvement and impact. This qualitative data adds credibility and a personal touch.
5. Demonstrate Lead Quality and Engagement: Share information on qualified leads generated for the sponsor, including follow-up actions taken and potential business opportunities created. This directly links the sponsorship to tangible outcomes.

By providing comprehensive, data-driven ROI proof, you reinforce the partnership's value and position yourself for continued sponsor support. 

However, sponsorship work isn’t over yet; you must build and maintain strong relationships with your sponsors for future events. Let’s explore how to do that.

5 Tips to Maintain Strong Relationships for Future Events

Building strong and lasting relationships with sponsors is essential for securing long-term partnerships.

1. Building a Connection Over Time

Establishing a relationship doesn’t end once the contract is signed. Regular communication, sharing event updates, and involving sponsors in the planning stages help build trust and show that you value their partnership.

2. Use Sponsor Management Tools

Tools like Salesforce, SponsorMyEvent, and Zoho CRM can streamline communication, track interactions, and manage sponsorship activities. These platforms help maintain organized, ongoing relationships, ensuring that no important touchpoints are missed.

3. Following Up to Maintain Relationships

Regular follow-ups through emails, calls, or face-to-face meetings are vital to keeping the relationship warm. Post-event, promptly share insights and metrics with sponsors to maintain strong relationships. When you maintain regular, transparent communication, you reinforce the value of their investment and keep the partnership active for future opportunities.

4. Providing Fulfillment Reports

Fulfillment reports should confirm the delivery of promised benefits and showcase the event’s success in terms of ROI. By including metrics like attendance numbers, media coverage, and attendee interaction, you demonstrate the impact of the sponsorship. 

Additionally, offering mutual value exchanges, such as exclusive access to event data or future sponsorship opportunities, reinforces the partnership and enhances sponsor satisfaction.

fielddrive’s robust reporting capabilities allow event organizers to measure and highlight sponsorships' ROI and profitability, reinforcing the value and encouraging continued investment.

5. Appreciating and Thanking Sponsors

Show your appreciation through personalized thank-you notes, public acknowledgments during the event, and post-event gifts or awards. Highlight their contribution on social media and your event website to acknowledge their support further and strengthen the partnership.

Let’s see the details in action with some real-world examples.

How fielddrive Elevates Event Sponsorship?

Aligning with a sponsor’s values and mission is vital to building solid and long-lasting partnerships. Each step is crucial for success, from identifying the right sponsors to securing and maintaining these relationships. By understanding the sponsor’s goals, creating tailored proposals, and providing consistent value, you can turn sponsorship into a mutually beneficial collaboration.

fielddrive takes event sponsorship to a whole new level by offering a suite of advanced features designed to maximize sponsor engagement and ROI. Our platform integrates seamlessly with event operations, providing sponsors with unique branding opportunities and actionable insights that turn sponsorship into a profitable investment. 

Key Monetization Offerings Include:

• Premium Badge Branding: Customizable attendee badges that feature sponsor logos, ensuring continuous brand exposure throughout the event.
• Digital Signage at Check-In Kiosks: Sponsors can display targeted marketing messages, such as event-specific promotions or brand introductions, during the check-in process, enhancing visibility.
• Detailed Attendee Insights: Provides sponsors with valuable attendee demographics and behavior data, enabling highly targeted follow-up campaigns.
• Lead Retrieval Revenue Share: fielddrive’s lead retrieval app allows exhibitors to capture attendee information seamlessly. For each license sold to exhibitors, a share of the revenue is returned to the event organizers, turning this vital tool into a profitable venture.

Discover how fielddrive can take your events to the next level. Request a free demo today!

Frequently Asked Questions

How do you get a sponsor for an event?

Identify potential sponsors aligned with your event’s goals, create a tailored proposal highlighting mutual benefits, and pitch effectively by communicating the value they will receive.

Which companies typically sponsor events?

Companies that align with the event’s audience and values, including local businesses, industry leaders, and brands looking for marketing exposure, often sponsor events.

How can you convince a company to sponsor your event?

Show how sponsoring your event will help them reach their target audience, improve brand visibility, and achieve measurable returns on their investment.

What benefits do sponsors receive in return?

Sponsors gain brand exposure, direct engagement with attendees, marketing opportunities, and potential leads contributing to their business goals.

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