How to Acquire Sponsors for Your Event

Securing event sponsorships is one of the best ways to offset costs, enhance your production, and generate revenue beyond ticket sales. But sponsors aren’t just handing out cash - you need to prove why your event is worth their time and investment. Here’s how to find the right sponsors and craft your messaging to package your event in the right way.

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Understand What Sponsors Want

Sponsorship isn’t charity, it’s a business transaction. Sponsors want to reach their target audience, increase brand awareness, or drive sales. Your job is to align your event with their goals.

What Sponsors Look For:

• Audience Fit: Does your event attract their ideal customers?
• Brand Exposure: Will their logo, product, or messaging be seen by the right people?
• Engagement Opportunities: Can they interact with attendees through activations, booths, or sampling? How do you allow them to interact without ruining the vibe and being too sales-y?
• Marketing Integration: Will your community promote them on social media, email, or PR campaigns?

Before pitching, research how brands have sponsored similar events in the past.

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Build a List of Potential Sponsors

Cold emailing random brands is a waste of time. Instead, target sponsors that align with your event’s theme and audience.

Where to Look:

• Similar Events: See which brands sponsor events like yours. If they've invested before, they may invest again.
• Local Businesses: Small businesses want to connect with their community—pitch them sponsorships at lower price points.
• Industry Matches: A beverage brand fits a nightlife event. A fintech company fits a business conference. Align sponsor categories with your audience.
• LinkedIn & Company Websites: Find marketing and partnerships decision-makers instead of sending generic inquiries.

"Sponsors want brand alignment. If your event doesn't match their audience, it won't work." – Alex Fox, founder of Fox Collective (@afoxcollective)

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Craft Sponsorship Packages That Sell

Forget cookie-cutter Gold, Silver, and Bronze packages. Brands want customized opportunities that help them attain their goals.

What to Include in a Package:

Premium Branding Placement: Logos where people actually look—on entry signage, wristbands, stage screens, etc.

Engagement Opportunities: Interactive booths, product sampling, or exclusive experiences.

VIP & Hospitality Perks: Sponsors love special treatment—give them and a few of their guests backstage access, VIP seating, or a hosted lounge.

Content & Social Media Benefits: Let them co-brand content, sponsor giveaways, or integrate into event marketing.

Data & ROI Tracking: Calculate a projection of what they’ll get based on your experience’s expected engagement and attendance—impressions, emails and phone numbers, or product usage and/or on-site purchases.

Pro Tip: Don’t offer everything upfront. Leave room for negotiation. If a brand wants more exposure, offer post-event marketing inclusion, social media add-ons, or a larger on-site presence instead of discounting the package.

"Sponsorship decks need to be tailored for each sponsor—no one-size-fits-all pitch." – Shane Stocker, founder of LOVETHRILL BOSTON (@lovethrill)

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Price Sponsorships Based on Value (Not Just What You Need)

Set pricing by considering:

• Market research: What do similar events charge for sponsorships?
• Cost to deliver benefits: A sponsor lounge incurs costs to you depending on the space it takes up and staff required to help set it up etc. Make sure your pricing covers these costs.
• Perceived value: A title sponsorship should come with exclusivity and premium exposure.
• Room for negotiation: Build in flexibility so you can customize without losing money. Example: If you offer a $10K package, the real cost to deliver it should be $5000—this gives room for discounts while protecting your profits.

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Make the First Impression Count

Your first message to a sponsor should be short, direct, and valuable.

What to Include:

• Personalized Intro: Reference your past sponsorships or brand initiatives, any of theirs that you’ve seen, and how you see alignment.
• Immediate Value: "Reach 5,000 young professionals at an exclusive networking event" is better than "Great exposure."
• Essential Event Details: Date, venue, audience size, basic sponsorship options.
• Next Step: A quick call to explore fit—make it easy for them to say yes. Use calendly or other scheduling tools and include a link so they can easily grab a time before even responding

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Example Outreach Email:

Subject: Partnership Opportunity – [Event Name] x [Brand]

Hi [Sponsor Name],

I saw [Brand] recently partnered with [Similar Event], looked awesome! I’m hosting a similar event on [Date] at [Venue], bringing together [Target Audience]. Over the last X months, we’ve hosted X events of up to X attendees at [past venues]. I’d love to discuss how we can create a valuable brand activation for [Brand] that directly connects with [Audience].

I’d be happy to send over a proposal of what I have in mind, but would love to chat live first. Would you be open to a quick call this week? Let me know what works for you.

Best,

[Your Name]

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Close the Deal

Once a sponsor is interested, send a proposal that proves why your event is worth the investment.

Your Proposal Should Include:

• ‍Event Overview: A short, compelling story of why your event matters.‍
• Audience Data: Age, interests, engagement stats, and why they match the sponsor’s target market.‍
• Sponsorship Tiers & Customization Options: Show different levels of involvement and pricing.‍
• Expected ROI: How will their investment pay off? Lead generation, brand visibility, product trial numbers, etc.‍
• Next Steps & Call to Action: Clear instructions on how to move forward.

Pro Tip: Use visuals—mockups of branding placements, past event photos, and social proof from past sponsors to make your pitch more persuasive. Platforms like Canva and Figma can help you put together a beautiful deck or other materials within minutes!

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Follow Up and Seal the Deal

Sponsors are busy, and deals don’t close in one email.

Follow-up Framework:

• ‍3-4 days after the first email: Send a quick check-in.‍
• 7-10 days later: Provide additional value—new event updates, audience insights, or a unique offer.‍
• Ongoing: If a contact goes silent, find alternative decision-makers.

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Deliver Value and Keep Sponsors Coming Back

The real money in sponsorships isn’t one-off deals—it’s repeat partnerships.

How to Retain Sponsors:

• Track & Share Metrics: Provide post-event reports with brand exposure stats, lead generation numbers, and engagement data.
• Deliver on Promises: Ensure all sponsorship benefits are fulfilled—logo placements, social posts, VIP access, etc.
• Stay in Touch Year-Round: Don't just reach out when you need money. Send occasional updates on your event community and industry trends.
• Upsell Future Sponsorships: Show sponsors how they can increase impact with larger packages at upcoming events.

"We don't look for money first. We look for long-term relationships that will pay off over time." – Posh Event Organizer

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Event sponsorship is about mutual benefit—you need funding, and brands need exposure and audience engagement. Build real relationships, tailor your offerings, and make it easy for sponsors to say yes. When done right, sponsorships can transform your event into a profitable, sustainable business.