How to Get Event Sponsors: A Practical Guide That Actually Works
How to Get Event Sponsors: A Practical Guide That Actually Works
Event planning isn’t cheap.
Whether you’re hosting a fundraising event, community event, or corporate experience, one of the smartest moves you can make is securing sponsorships. But “get sponsors” is easy to say and much harder to do, especially when you’re not a Fortune 500 brand.
This guide breaks down how to get event sponsorships in a way that’s simple, actionable, and grounded in what actually works. Whether you’re a non-profit leader, event planner, or solo creator, here’s how to pitch with confidence and get those “yes” responses.
Why Event Sponsorships Matter
Let’s be real... events cost money. Between venue rental, catering, entertainment, signage, staff, AV, and more, expenses pile up fast. Sponsorships allow you to:
Provide financial support to cover event expenses and offset those costs
Bring in higher-end talent or production
Enhance the guest experience
Boost event credibility
Build long-term partnerships with businesses in your community
And if you’re running a fundraiser? Sponsorships often account for more than 50% of the money raised before guests even walk through the door.
Step 1: Get Clear on Your Audience and Value
Before you ask anyone for a dime, get crystal clear on two things:
Who’s attending your event (understanding your target audience is crucial for attracting the right sponsors)
What value you can offer a potential sponsor
Ask yourself:
How many event attendees are expected?
What’s the demographic (age, profession, income level)?
How well does your target audience align with potential sponsors’ desired customer profiles?
What perks can I offer a sponsor (logos, social media shoutouts, VIP access, stage time, etc.)?
Businesses don’t sponsor out of kindness. They sponsor for exposure, branding, and community goodwill. The clearer you are about your value, the easier it is to land a deal. Potential sponsors are most interested when the event's audience matches their own target audience, as this alignment enhances sponsorship ROI. It’s important to find the right sponsors whose goals and offerings resonate with your event and audience.
How Sponsorships Differ by Event Type
Not all sponsorships are created equal. The kind of event you’re planning dramatically shifts what sponsors want, how you should pitch them, and what kind of perks actually matter to them. Creative sponsorship ideas tailored to each event type are essential for maximizing sponsor engagement and value.
For each event, consider offering a range of sponsorship opportunities, including branding opportunities such as logo placements, exclusive spaces, and integrated sponsor presence.
What to offer sponsors:
Branding opportunities
VIP access
Speaking slots
Product placement
Corporate Outings & Conferences:
Branding opportunities
Sponsored educational sessions or workshops
Networking events
Branded swag
Hybrid events and virtual events open up new sponsorship opportunities and require unique sponsorship ideas. These formats allow for expanded audience reach, interactive features, and creative branding opportunities, making them attractive for sponsors looking to maximize their visibility and engagement.
Fundraising Galas
Goal: Raise money and boost visibility for a cause.
What sponsors care about:
Brand alignment with your mission
Recognition in front of high-value donors and community leaders
Long-term goodwill or press mentions
Attracting media sponsors for increased press coverage and publicity
What to offer:
Logo placement on signage, programs, and auction paddles
Stage mentions during the fundraising pitch
Inclusion in pre- and post-event PR
VIP tickets or a table at the event
Opportunity to speak or present a check onstage
Children’s Events (Camps, Family Days, School Carnivals)
Goal: Provide fun, safe programming for kids while covering costs.
What sponsors care about:
Positive brand association with family values
Visibility in the community
Community goodwill and low-cost exposure
What to offer:
Banners near activity stations or check-in booths
Logos on camp t-shirts or take-home bags
Mentions in parent newsletters
Branded giveaways or snacks
Sponsored signage on games or bounce houses
Branded promotional materials for children and families
Corporate Outings & Conferences
Goal: Educate, entertain, or reward employees or clients.
What sponsors care about:
B2B exposure to professionals and decision-makers
Gaining exposure to key decision makers in relevant industries
Association with innovation or wellness
Lead generation and brand awareness
What to offer:
Branded lounges, breakout rooms, or coffee stations
Sponsored networking events or swag bags
Speaking opportunities or panel slots
Lead collection via QR codes or digital promos
Step 2: Create a Sponsorship Proposal and Menu
Ditch the one-size-fits-all approach. The most effective sponsorship pitches offer tiered sponsorship packages—each with different benefits at different price points. Offering a clear sponsorship package with all the details, including exclusive benefits and sponsor incentives, is key to attracting partners. Clearly outlining the benefits and structure of your event sponsorship packages helps sponsors see the value and how their sponsorship dollars can go further at higher sponsorship levels.
For example, you might offer Bronze, Silver, and Gold sponsorship levels as part of your event sponsorship packages, each with increasing exclusive benefits and tailored sponsor incentives. Custom options can include branding opportunities on event materials, event space, and other perks that highlight the sponsor's brand. By providing all the details and customizing packages, you can appeal to a wider range of sponsors and maximize your sponsorship dollars.
Sample Sponsorship Tiers:
Title Sponsor – $10,000+
Gold Sponsor – $5,000
Silver Sponsor – $2,500
Bronze Sponsor – $1,000
Also include custom options like:
Sponsoring the bar or entertainment
Co-branded swag or photo booths
Make it easy for sponsors to say yes at the level that suits their budget.
Step 3: Build a Targeted Potential Sponsors List
When building your sponsor list, start by researching potential sponsors and reviewing sponsor pages from similar events to identify companies that have previously supported or are interested in sponsoring events like yours. Target prospective sponsors, including both company sponsors and corporate sponsors, by leveraging data analysis, employee networks, and community connections.
Look for businesses that:
Align with your audience
Want visibility in your space
Already support similar events
Prioritize established companies and those known for sponsoring events, as companies sponsor events to enhance their brand exposure and reach target audiences. Start close to home: past partners, board members’ networks, local business supporters. Warm intros win deals.
Once your list is ready, the next step is effective sponsorship outreach.
Step 4: Reach Out the Right Way
Here’s how to do it right:
Crafting a compelling sponsorship pitch and a well-structured sponsorship proposal is essential when reaching out to potential sponsors. Clear communication is key to selling sponsorships, ensuring that sponsors understand the benefits and requirements of each package. The primary goal of this outreach is to secure sponsorships and secure event sponsorships, which are critical steps in the process to find sponsors for your event. Effective event sponsorship proposals should be detailed, targeted, and persuasive to maximize your chances of success.
Personalize your email
Lead with their benefit
Attach a clear sponsorship menu
Follow up within 5–7 days
Sample subject lines:
“Sponsorship Opportunity: [Event Name]”
“Get in Front of [Audience] at [Event Name]”
Step 5: Make It Easy to Say Yes
Don’t make them work for it. Provide:
A payment link or invoice
Clear instructions for next steps
A fast confirmation email
A summary clearly outlining the benefits sponsors will receive, including any exclusive benefits for quick sign-up
Step 6: Deliver What You Promised
Don’t ghost after the check clears. Make sure every promised perk is delivered, including:
Logo placements
On-stage mentions
Social shoutouts
Tickets
Recognize the sponsor's involvement and contributions throughout the event to ensure sponsors feel valued and appreciated.
Step 7: Thank Them—Twice
Once immediately after the event, and again a few weeks later with photos, results, and a handwritten card. Be sure to share key outcomes and data from past events, highlighting how the sponsorship contributed to event ROI. Discuss opportunities for future events, upcoming events, and your next event to encourage ongoing support and partnership. This turns one-time supporters into long-term partners.
Common Mistakes to Avoid
Waiting too long to start outreach
Overpromising perks
Making it all about you
Failing to follow up
Not tracking your outreach efforts
Avoiding these mistakes is crucial for hosting successful events. By addressing these common pitfalls, you increase your chances of securing the right sponsors and ensuring your event is impactful and well-executed.
Final Thoughts: Sponsorships Are Partnerships
Getting event sponsorships isn’t just about money. Event organizers and event planners play a key role in building strong sponsor relationships. It’s about building real relationships. If you can make the sponsor feel like a true partner, not just a checkbook, you’ll stand out from every other pitch in their inbox.
References
Double the Donation. "How to Get Sponsors for an Event: 10 Steps to Success." https://doublethedonation.com/sponsorships/
Eventbrite. "How to Get Sponsors for an Event: The Complete Guide." https://www.eventbrite.com/blog/event-sponsorship-ds00/
Bizzabo. "The 2023 Event Marketing Report." https://www.bizzabo.com/blog/2023-event-marketing-report
IEG Sponsorship Report. "Sponsorship Spending Forecast." https://www.sponsorship.com/
Nonprofit Tech for Good. "Best Practices for Thanking Your Sponsors." https://www.nptechforgood.com/
HubSpot. "The Ultimate Guide to Event Sponsorships." https://blog.hubspot.com/marketing/event-sponsorship
Forbes. "Event Sponsorship: What Works, What Doesn't." https://www.forbes.com/
Looking to bring professional entertainment or emcee support to your sponsored event?
Let’s talk. I’ve worked with fundraisers, corporate events, and nonprofit galas across the country—and I’d love to help make your event unforgettable.