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8 Elements For a Sponsorship Proposal That Will Win in 2022

Event sponsorship is a powerful marketing tool that can help promote your brand and attract new customers. There are many important steps you should consider when planning an event sponsorship, including planning in advance and designating the right partners, building a budget, and managing expectations. Keep in mind all the advice shared in this article and you can make your own efficient event sponsorship plan.

What is an event sponsorship plan?

An event sponsorship plan is a document that outlines how a company or organization will sponsor an event. Event sponsorship is a very important aspect of any event. Sponsors can help to make the event more successful by providing financial support, goods and services, and public relations.

A sponsorship plan is essential for organizing an event and ensuring that all the sponsors are satisfied with the finished product. The plan should identify the target market, the desired message, and the methods of communication. It also should outline how much money will be needed and when payments will be due.

Sponsorship comes in many forms, but can generally be divided into five sponsorship levels:

1. Monetary sponsorship 

This is the most common form of sponsorship, where a company pays a fee to have its name or logo associated with an event.

2. Product or service sponsorship 

The company provides products or services to be used at the event or gives away free samples.

3. Facility sponsorship 

The company provides use of their premises or equipment for the event free of charge.

4. Event management sponsorship 

The company hires and manages all aspects of the event on behalf of the organizer.

5. General sponsorship 

This type of sponsorship is a little different and involves the company paying for the privilege of having its name on an event. This is a very common method in America, where companies use corporate events to recruit new employees.

Why do businesses love sponsoring events?

Event sponsorship

When a company sponsors an event, they are putting its name and reputation on the line. There are many reasons why a company might choose to sponsor an event, but here are five of the most common ones:

1. To create or strengthen brand awareness.

Sponsoring an event is a great way to get your company’s name in front of a large audience. Event attendees are often interested in the products and services offered by the sponsoring company, so this is a great opportunity to promote your business.

2. To generate leads or sales.

Sponsoring an event can also be a great way to generate leads or sales. By providing complementary products or services to attendees, you can make it easy for them to learn more about what you have to offer.

3. To increase customer loyalty.

Many people have a hard time making decisions about what to purchase. When you sponsor an event, you can make it easy for attendees to find out more information about your products and services. It helps the corporates to achieve business goals.

4. To create a personal connection.

Whether you sponsor an event or simply attend, it is important to make sure that people know who you are and what you stand for. By becoming involved in events and giving out your business cards, you can build a personal connection with attendees.

5. To get the word out.

By sponsoring a race, you can let your customers know that you are involved in the community. This will help them to recognize your company and increase their trust in you.

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Elements of a successful event sponsorship plan

When it comes to event sponsorship opportunities, a well-crafted event sponsorship proposal or sponsorship prospectus is the key to success. By outlining the specifics of your event and the potential benefits for a sponsor, you can present a clear picture of the value proposition for both parties involved.

In addition, a well-organized proposal will help ensure that all necessary information is included and makes for an easy read.

1. A compelling event

A compelling event

There is no question that a compelling event is a strong element of an event sponsorship plan. It is the centerpiece around which all other marketing and activation efforts revolve. Sponsors want to be associated with events that are newsworthy, exciting, and generate a lot of buzzes. They also want to make sure that their target audience will be in attendance to see their branding and messaging.

That’s why it’s so important for event organizers to create compelling events that will capture the attention of sponsors and potential attendees alike. This can be done by:

– Planning unique activations,

– Incorporating new technologies,

– Creating a one-of-a-kind experience.

Whatever approach you take for the event sponsors, make sure your event is something special that people will want to attend and talk about afterward. Event planners must consider all of these factors when planning an event sponsorship proposal to ensure its success.

Event goals

Event planners should establish a clear goal for the event. The goal of the event can be to raise funds for a charity or it can be to attract more business to an area.

Event theme

The theme should be something that reflects the purpose or goal of the event. It should also be something that is interesting and engaging for attendees. Event planners must carefully select a theme that will be popular with attendees and sponsors so that it supports the overall goals of the event.

Event logistics

Event logistics are another important consideration for event planners. The logistics include everything from the location of the event to the food and drinks that will be served.

Past success records

Event planners should also take into consideration the past success of similar events that have occurred in the same location. Event planners should learn more about any prior events that have occurred in a given location and how they were received by attendees.

2. Event sponsor wishlist

When it comes to putting on a successful event, nothing is more important than securing sponsors. But before you can start approaching sponsors, you need to create a wishlist of the type and level of sponsorship you’re looking for. This will help you target the right companies and organizations and increase your chances of securing sponsorship funding.

To create your wishlist, start by thinking about the type of event you’re planning, the audience you’re targeting, and what kind of exposure or benefits the sponsor would receive. Then make a list of potential sponsors that would be a good fit for your event.

Once you have a list of potential sponsors, reach out to them and pitch your event. If they are interested, ask them to become a sponsor. If they decline, ask them for feedback so you can improve your pitch for future events.

3. The target audience

Target audience of an event

When you’re creating an event sponsorship proposal, one of the most important elements to consider is the target audience of the upcoming event. Who will be in attendance at your event, and who is your target market? Knowing your target audience for the upcoming event is key to creating a proposal that will resonate with potential sponsors.

You’ll want to tailor your sponsorship package to fit the interests of the marketing of your target audience. If you can show potential sponsors that their investment in your event will reach their target consumers, you’re much more likely to secure funding. It’s also important to showcase the strength of your audience – how many people are likely to attend, what kind of demographic they represent, and so on.

A well-crafted event sponsorship proposal should highlight all the ways in which a sponsor can benefit from supporting your event.

Event sponsors are curious to know:

Attendee roles and responsibilities

When an event sponsor reaches out to an attendee, they want to know who they are dealing with. What is the title of the person they are contacting? What is their role at the company? This information is important for the sponsor so that they can craft a message that is relevant to the individual.

The attendee’s role might not be as important to the sponsor as their title, but it still gives them an idea of what kind of person they are dealing with. Is this someone in a position of authority who can make decisions? Or is this someone who just attends events and doesn’t have any say in what goes on?

Knowing this information can also help the sponsor determine how to pitch their product or service. If they are targeting executives, they will likely have a different message than if they are targeting entry-level employees.

Demographics of the upcoming event attendees

Sponsors of events want to know the demographics of the target audience who attend their events. Knowing the age, gender, and income of those who attend can help sponsors determine where to allocate their resources.

For example, if it is found that most of the attendees are over the age of 55, the sponsor may decide to market their event to a different audience. If it is found that most of the attendees are men, the sponsor may decide to market their event differently than if it is found that most of the attendees are women.

Past attendees and future prediction

Sponsors for events want to know how many people attended previous events and how many are predicted to attend the current event. This information is used to create budgets and determine how much money should be spent on marketing and advertisement.

Knowing the average amount of people who attend an event can also help organizers plan future events.

4. Compitable sponsor

The company or organization you choose as a sponsor should be a good fit for your event, both in terms of its image and its goals. Sponsorship should also be mutually beneficial, with the sponsor gaining exposure and the event organizer receiving some form of support in return.

When determining whether or not to sponsor an event, it’s important for companies to evaluate their own competencies and how those match up with the event itself.

If a company is not confident in its ability to execute some of the key components of the event, it may be better off finding another event to sponsor. In order to create a successful sponsorship plan, it’s important to first determine what the objectives of the sponsorship are and then identify events that align with those objectives.

5. Convince why to sponsor

When companies are looking to sponsor an event, it is important for the event planners to convince the sponsors why they should invest in the event. Sponsorship can provide great benefits for companies and can help promote and grow their business.

There are a number of reasons why companies should sponsor events, including gaining exposure, reaching new markets, and increasing sales. Sponsorship can help companies reach a large number of people in a short amount of time. Events are often televised or streamed online, which allows sponsors to reach a large audience.

In addition, attendees of events often post photos and videos on social media, which gives sponsors even more exposure. Sponsoring a live event is a great way to get your company’s name out there and reach new customers. Another reason why companies should sponsor events is that it can help increase sales.

In an era where niche conferences are on the rise, it can be difficult to find sponsorships for your event. That’s where these four value propositions come in to help drive sponsorships for your conference.


Your conference or event should have a specific focus so that potential sponsors can understand quickly and easily what it is that you’re all about.

Quality event

Make sure that the quality of your event is high caliber so that sponsors know their investment will be worth it.’


Create valuable opportunities for sponsors to get exposure through various touchpoints before, during, and after the event.

Open communication 

Keep communication open and honest with potential and current sponsors so that everyone is on the same page and expectations are managed effectively.

6. Event sponsorship opportunity

When it comes to event management and sponsorship levels, there are a few things to consider.

First, as an event organiser, you need to identify what type of event you are hosting and what type of sponsor you are looking for. Not all sponsorships are created equal, so it’s important to be specific about the kind of partnership you’re hoping to form. Once you know what you’re looking for, start reaching out to potential sponsors.

It can be helpful to have a media kit prepared that outlines all the details of your event- from who is involved to why the sponsor should get involved.


In order to make the most of an event sponsorship opportunity, many companies choose to set up booths and demonstrations. This allows potential customers or clients to learn more about what the company does and how it can benefit them. It also provides a chance for networking with other businesses in attendance.

For companies that are looking to make a bigger impact, presenting at the event is another option. This can help to introduce the company to a new audience and generate leads.

Mobile event apps

Sponsorship of mobile event apps is a great opportunity for companies looking to reach a large, tech-savvy audience. Mobile event apps allow attendees to view the conference schedule, speaker bios, and exhibitor information on their smartphones or tablets. They can also use the app to network with other attendees and participate in polls and surveys.

The best part about sponsoring a mobile event app is that the sponsor’s logo will be displayed prominently on the app’s home screen. In addition, the sponsor can include a link to its website in the app’s menu bar. This gives conference attendees easy access to the sponsor’s website and allows the sponsor to track how many people are clicking on its link.

Mobile event apps are becoming increasingly popular, so sponsorship is a great way to reach a large audience of potential customers.

Happy hours and coffee breaks

Sponsoring a happy hour or coffee break is a great way to reach potential customers in a relaxed setting. It also gives you the opportunity to connect with other businesses in your area. Plus, it’s a great way to show your support for the community.

If you’re interested in sponsoring a happy hour or coffee break, start by contacting the event organizer. They will be able to tell you what kind of sponsorship opportunities are available. Be prepared to provide some information about your business, such as your website and social media pages.

Social media walls

By setting up a social media wall, brands can collect and display photos and messages from event attendees in real-time. This provides a great opportunity for sponsors to get their logo in front of a large audience.

Sponsoring a social media wall is a great way to reach people who are already interested in your brand. The wall will be prominently displayed at the event, and attendees will be encouraged to take photos and post them using the branded hashtag. This gives you the opportunity to reach a large number of people who are likely to be interested in your product or service.

Social media walls are also an effective way to collect data about your audience. By tracking the use of the branded hashtag, you can see which messages and photos receive the most engagement.

Return on investment (ROI)

Event sponsorship proposals are often evaluated by potential sponsors on a number of factors, one of which is the quality of the return on investment (ROI) that the sponsor can expect to receive. Qualitative returns, such as increased brand awareness and goodwill, are often a strong element of an event’s ROI and should be highlighted in any proposal.

In order to quantify the qualitative benefits of sponsorship, it is important to understand what they are and how they can be measured. Brand awareness can be measured by tracking the number of people who recall seeing the sponsor’s logo or name associated with the event. goodwill can be quantified by surveying attendees about their perceptions of the sponsor before and after the event.

Qualitative returns are an important part of any event sponsorship proposal and should be highlighted to potential sponsors in order to show them just how beneficial sponsorship can be.

7, Testimonials and social proof

A well-written event sponsorship proposal will include a number of elements, including a detailed budget, a marketing plan, and letters of endorsement from other businesses or individuals. One of the most important elements of any sponsorship proposal is testimonials from previous sponsors or participants in events that have been hosted by the organization.

Social proof, or the evidence that an event is popular and well attended, can also be a strong persuading factor for potential sponsors. Including photographs or videos of past events can also help to showcase the success of your organization’s events.

Previous year’s logo

When it comes to sponsorship proposals, the previous year’s logo is a strong element that can be included in order to show continuity and stability. Including it in the proposal can also help to build trust with potential sponsors, as they can see that the live event has a long-term vision.

Additionally, using the previous year’s logo can help to create a sense of familiarity and encourage potential sponsors to get involved.

Results and feedbacks

When putting together an event sponsorship proposal, compiling feedback and results from previous events is a strong element to include. This demonstrates to potential sponsors that the event is well-organized and has a proven track record.

Additionally, it can help justify the need for sponsorship funding, as it shows how the event has grown and what impact it has had on the community. Sponsors want to know that their investment will be put to good use, and evidence of past success is a key factor in convincing them that your event is worth supporting.

Feedback and quotes

They can help to show the potential sponsor that there is already interest in the event and that it will be worth their investment. Quotes from previous events can also lend credibility to the proposal.

In order to make sure that the proposal is as strong as possible, be sure to gather feedback from attendees and participants about past events. This will help you to generate quotes that reflect how much people enjoyed the event.

8. Call to action

When it comes to writing an event sponsorship proposal, having a strong call to action is the most important element. This is what will convince potential sponsors that investing in your event is the right decision. In order to create a powerful call to action, you need to make sure that your proposal is well-written and compelling. You should also highlight the benefits of sponsorship, and explain how the sponsor’s logo will be displayed. Finally, be sure to thank the sponsor for their time and consideration.

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Sample event sponsorship proposal template

Silver Gold Platinum Diamond
Full event passes 10 10 20 30
Dedicated meeting room 1 2
Exhibitor booth 10′ x 10′ 10′ x 20′ 20′ x 20′ 20′ x 30′
Lead retrieval units 1 1 1 3
Speaking opportunities
Exhibit hall session (40 minutes) 1 3
Breakout session (60 minutes) 1 1 1 2
Packages available 30 25 15 5
On the site marketing
On-screen keynote recognition Business Logo Business Logo Business Logo Business Logo
Logo on event signage Yes Yes Yes Yes
Inclusion of event guide Yes Yes Yes Yes
Sponsor an event Break Breakfast


Happy hours


Lunch break

Pre-event email announcement 50 words 80 words
Access to the attendee list Yes Yes Yes Yes
Shout out on social media 1 3 7 10
Logo placement  in the pre-event emails Yes Yes Yes Yes
Logo placement in the post-event emails Yes
Website/Event app marketing/ Digital assets
Social media links Yes Yes Yes Yes
Website links Yes Yes Yes Yes
e-literature links 1 1 1 2
Logo on the event app Yes Yes
Company description to be added online 50 words 75 words 120 words 180 words

Don’t Miss These Components of an Event Sponsorship Proposal!

1. Primary audience data

Sponsors need to know how many people they can expect to attend and what kind of demographics they will be appealing to. Without this information, it is difficult to make an accurate proposal and sponsors may be less likely to invest in your event.

2. Explanation of the event sponsor benefits

When proposing a sponsorship to a company, it’s important to include a clear explanation of the benefits the company will receive. Not only will this help the company make a decision, but it will also help you determine how much money to ask for.

3. Branding elements

When you’re putting together a sponsorship proposal, it’s important to include all of the branding elements that will be associated with the event. This includes the name, logo, and tagline for the event, as well as any marketing materials that will be created to promote it.

4. Images and short video

Images and videos help to paint a clear picture for potential sponsors of just what their money would be supporting. They also provide a glimpse into the excitement and energy that surrounds an event. In addition, visuals can be very persuasive in getting potential sponsors to say yes to supporting an event.

5. Event experience insight

In order to make your proposal stand out and be successful, you must ensure that you include an insight into your event experience. This includes information about your event planning process, the target audience you are hoping to reach, and how the sponsor’s brand will be showcased.

6. Approximate lead value

When you’re proposing a sponsorship to an event organizer, it’s important to include an approximate lead value. That way, the organizer can see how much money your company could bring in for the event.

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Get the most out of your event sponsorship proposal template!

When it comes to event sponsorship proposals, there are a few things that should be included in order for the proposal to be as successful as possible. Here are some things that your event sponsorship proposal template should include:

1. Introduction of the event 

This should include information about when and where the event will take place, as well as a brief overview of what attendees can expect.

2. Description of the sponsor’s involvement 

This section should outline what the sponsor will be expected to do as part of their sponsorship agreement.

3. Sponsorship benefits 

This is where you’ll list out all of the benefits that the sponsor will receive for their investment.

4. Event budget 

This section should provide detailed information about how much money has been budgeted for the event, and how much of that amount is being requested from the sponsor.

5. Team members 

This section should provide the names of all of the people who will be working on the event, and their roles.

6. Event timeline 

This section should outline what events will take place during the course of the event, and when they’ll occur.

7. Sample event sponsorship agreement

Not all sponsors will want to go through a lengthy and detailed event sponsorship agreement, but it’s important for them to understand exactly what they’re getting into. Event sponsorship agreements are used in conjunction with the terms of service and privacy policies.

8. _____% of the budget

This is where you’ll detail how much money is being requested from the sponsor, and what percentage of that amount is being requested.

The comprehensive guide to hybrid event planning

Wrap Up!

In conclusion, when creating an event sponsorship proposal, be sure to include all the necessary elements. This will ensure that your event sponsorship proposal as an event organizer is thorough and complete and that it stands out from the competition. Remember to be persuasive and highlight the benefits that the sponsor will receive. And finally, always follow up with a thank-you note after the proposal has been accepted or rejected.

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Challenges faced by hybrid event organizers



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