How to Get Event Sponsorships (and Make Them Worth It)

Sponsorships can make or break your event's budget—and they do more than just cover costs. The right sponsors elevate your event's credibility, improve the attendee experience, and open doors to long-term brand partnerships. But how do you actually get them?

Whether you're planning a local networking mixer or a multi-day conference, this comprehensive guide will walk you through how to attract sponsors, close the deal, and maximize the value on both sides.

Step 1: Know Your Value

Before pitching anyone, you need to be crystal clear on what makes your event worth sponsoring. This step is all about understanding your audience and assets.

Define Your Audience

Sponsors care about who they're getting access to. You need to prove that your event draws a specific, valuable audience.

Break this down by:

• Demographics: Age, gender, location, job titles, industries, income levels

• Psychographics: Interests, behaviors, values, buying habits

• Attendance Metrics: Expected headcount, ticket tiers, VIP breakdowns, past attendee satisfaction rates

Identify Your Assets

You likely have more to offer than you think. Make a list of everything a sponsor might find valuable, including:

• Digital promotions (social media mentions, email campaigns, website banners)

• Onsite exposure (signage, branded activations, product placement)

• Speaking opportunities (keynote, panel, workshop inclusion)

• Content creation (sponsored blog posts, videos, or event recaps)

• Exclusive experiences (VIP lounges, private dinners, branded giveaways)

Get granular. The more you can offer, the easier it will be to create packages that appeal to different types of sponsors.

Step 2: Build a Sponsorship Deck That Sells

Think of your sponsorship deck like a pitch meeting in slide form. It should be polished, strategic, and persuasive.

Your Sponsorship Deck Should Include:

• Event Overview: What is your event, and why does it matter?

• Goals & Purpose: Define your event's mission and long-term vision

• Target Audience: Include data from past events and market research

• Sponsorship Opportunities: Tiered packages, custom opportunities, exclusivity options

• Visual Examples: Include mockups of signage, swag, or digital placements

• Success Metrics: Showcase wins from previous sponsors

• Contact Info & CTA: Make it very easy for sponsors to take the next step

Design Tips:

• Use a clean, modern layout

• Highlight key stats with icons or infographics

• Limit text to what's essential

• Avoid overly generic language (e.g., "great exposure")

Step 3: Create Strategic Sponsorship Packages

Sponsors are looking for ROI, not just visibility. Your packages should show how their investment will pay off.

How to Structure Your Packages:

• Tiered Options: Basic (Bronze), Mid-Level (Silver), Premium (Gold)

• A La Carte Add-Ons: Sponsored lanyards, mobile app ads, branded photo booths

• Category Exclusivity: Only one brand per category (e.g., only one beverage sponsor)

• Naming Rights: Offer the chance to "present" a stage, area, or session

• Engagement-Driven Perks: Live polling shoutouts, sponsored giveaways, co-hosted contests

Each package should clearly state:

• What the sponsor receives

• When deliverables are due

• How results will be measured

Include pricing, but leave room for negotiation or custom deals for high-profile brands.

Step 4: Identify the Right Sponsors

Finding the right sponsors is about quality over quantity. Focus on brands that:

• Align with your audience and mission

• Have sponsored similar events

• Are launching a product or campaign around the time of your event

Where to Look:

• Sponsor databases: Use sites like SponsorMyEvent or SponsorPitch

• LinkedIn: Search by job titles like "Brand Partnerships Manager" or "Field Marketing Director"

• Past Events: Look at similar events and find out who sponsored them

• Local Businesses: Especially for regional or community-based events

Create a shortlist with notes on each brand's marketing focus, previous sponsorships, and contact information.

Step 5: Pitch Like a Partner, Not a Salesperson

Your outreach should be about partnership, not a quick transaction.

Email Outreach Best Practices:

• Personalize each message (reference the brand's recent campaigns or mission)

• Keep it short and value-driven

• Attach or link to your deck (use Google Drive or a custom landing page)

• End with a clear CTA: "Would you be open to a quick call next week to explore this?"

Sample Email Template:

Subject: Let’s Collaborate: Connect with [Audience] at [Event Name]

Hi [First Name],

I'm reaching out about a potential partnership opportunity for [Event Name], taking place on [Date]. We're expecting [X number] of attendees in [City/Industry] who are passionate about [Your Topic].

I'd love to feature [Brand Name] as a sponsor and create meaningful engagement with this audience.

I've attached a short deck outlining the details. Would you be open to a call next week to explore ideas?

Best,
[Your Name]
[Contact Info]

Step 6: Negotiate & Close the Deal

Once a sponsor shows interest, be ready to:

• Answer questions quickly

• Offer options (e.g., "If Gold is out of budget, we can create a custom Silver+ package.")

• Include in-kind opportunities (e.g., a wine brand offers free product for the reception in exchange for logo placement)

Finalizing the Deal:

• Send a clear agreement or contract

• Outline all deliverables and deadlines

• Provide an invoice promptly

Use tools like PandaDoc, HelloSign, or Docusign to streamline paperwork.

Step 7: Execute with Excellence

It’s time to overdeliver. Execution is what sets you apart and determines whether sponsors will return.

During the Event:

• Ensure logos appear exactly as promised

• Assign a sponsor concierge or point of contact

• Promote sponsors live (MC shoutouts, signage, hashtags)

• Encourage attendees to engage with sponsor booths, contests, or activations

Collect Data:

• Booth foot traffic

• App engagement or QR scans

• Social media mentions and reach

• Attendee feedback related to sponsors

Step 8: Report Back & Nurture the Relationship

Don’t ghost your sponsors after the event. Show them how their support paid off.

Send a Sponsor Report Including:

• Attendance and engagement metrics

• Photos and screenshots of branding

• Social media analytics and email open rates

• Attendee testimonials or survey responses

Include a personalized thank you and a preview of future opportunities. Ask for a testimonial or quote to use in your next deck.

Final Thoughts: Think Long-Term

Great sponsorships are built on real relationships, not just transactions. The more value you create for sponsors, the more likely they are to return, increase their investment, and become long-term partners.

Whether you're running a first-time event or scaling a national experience, sponsorships can take your event to the next level—but only if you treat them like strategic collaborations.

Need help building a sponsorship strategy that works? We help events craft standout sponsor pitches, activations, and partnerships. Let’s talk.