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.
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:
Before pitching, research how brands have sponsored similar events in the past.
Cold emailing random brands is a waste of time. Instead, target sponsors that align with your event’s theme and audience.
Where to Look:
"Sponsors want brand alignment. If your event doesn't match their audience, it won't work." – Alex Fox, founder of Fox Collective (@afoxcollective)
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)
Set pricing by considering:
Your first message to a sponsor should be short, direct, and valuable.
What to Include:
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]
Once a sponsor is interested, send a proposal that proves why your event is worth the investment.
Your Proposal Should Include:
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!
Sponsors are busy, and deals don’t close in one email.
Follow-up Framework:
The real money in sponsorships isn’t one-off deals—it’s repeat partnerships.
How to Retain Sponsors:
"We don't look for money first. We look for long-term relationships that will pay off over time." – Posh Event Organizer
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.