Businesses can use events in many different ways. Many use them to educate and entertain their target customers, while others use them to advise, inform or answer set industry questions. However, the main focus of the event should be to maximize the event through multiple channels, and the main question should be whether the company must approach a sponsor.

There is an array of methods that companies can use how to approach sponsors for an event. The main question is whether sponsorship is needed and what the goal is for the collaboration. Sponsors can provide finances, venues, giveaway items, or support throughout an event. Companies, however, choose a sponsor that shares their goals, innovation, and customer relations.

The team must first identify the goals and reasons behind a sponsor before finding the ideal company to work with. There are, however, many different sponsorships, and each has its benefits. The key is to ensure that the sponsor aligns with the company values and goals to provide the best event for the attendees.

Why Do Companies Sponsor Events?

There are a few main reasons why companies sponsor events. The primary aim and apparent reason is to have their company and logo present at the event. Not only will the attendees identify and follow the logo, but they will also connect the company to specific industries.

Another reason a sponsor company can join an event is to increase its customer base and sales. Consumers will identify the need for the sponsor product and buy it, which increases the company’s sales. The business can grow its market and advertise to a broader untapped customer base.

Creating a positive reputation and conducting market research are two other examples of the reasoning behind sponsorship. Companies can advertise and display their good reputation by assisting other companies to grow and build their brand, which will portray a positive character of the business.

Lastly, sponsorships allow companies to build relationships. This is not solely true for businesses but for customers, clients, and other corporate entities. The team will have the opportunity to network and connect with other industry leaders, which will lead to collaboration at a later stage.

How Does Sponsorship Work

Sponsorship is when a company provides support to an event or non-profit organization. The support can come in multiple forms, such as financial, informational, product, or any other form. In exchange, The company will receive benefits such as product advertisement, company logo usage, or other benefits that both parties agree on.

Do You Need To Have A Sponsor For Your Event?

This question has no clear answer, and companies can host a successful event without sponsorship. The key focus, however, should not be whether the event will succeed without the event but rather what benefits there will be if the event has a primary sponsor connected to it.

Sponsors do add credibility to the event. When companies sign industry leaders as sponsors, many potential attendees will add credibility due to the sponsor. Major companies will not sponsor all events; thus, adding these names to the event will provide all the credentials to showcase its validity.

Four Types of Event Sponsorship

The most popular sponsorship among companies is financial sponsorship. In this instance, companies will provide financial support for events or conferences and receive benefits through mentions and company logos.

The second type of sponsorship comes in the form of in-kind support. In this example, companies will provide services or products instead of finances. The company will use its best products or services to ensure the event succeeds. Companies can sponsor venues, prizes, or food for all the attendees. All great examples of in-kind sponsors.

Another example of sponsorship is a media sponsor. The company will provide media footage or marketing support to ensure that the event reaches the target audience. The team will create videos on the day or take photos throughout the event to ensure the hosting company has the necessary media footage. ages.

Promotional partners are the last form of sponsorship. The company will promote, advertise and share the marketing and advertisement on their platforms to ensure that the event reaches a wider audience. Promotions will allow the possibility to grow in popularity, and more potential customers will be aware of the event.

Both parties are acquired to create a social media post of the event. The corporate sponsorship will benefit from this because there will be traction to their social media platform. The perk is that the event budget will not be raised, and the ideal sponsor will not have to spend money on creating and posting this promotional information.

Why Should Someone Sponsor Events?

There are multiple reasons for sponsoring an event, and companies can capture various benefits that will build their company through sponsorships. The main focus points, however, are brand awareness, credibility, and publicity.

For Brand Awareness

Many companies take advantage of the benefits of sponsorships with a focus on brand awareness. This will allow customers and clients to become familiar with the company brand, and they will identify the brand and understand the values, products, or services they provide.

The credibility of the Company or Brand

Credibility is built through sponsoring significant events or regularly sponsoring smaller events. Significant events will not allow any business to become a sponsor and collaborate with the event. Thus investing in a big event will provide the target customers with the evidence they need to add credibility to the company and brand.


Publicity is known for drawing attention to a company or product. This is one of the benefits of being a sponsor. All the attendees and potential customers will witness the company at the event. Thus drawing them toward the business, website, or sale team, which can then be used to transfer them to customers. By simply being present many will identify the company, leading to more publicity and attention for the brand or company.

Check Out What Do Your Sponsors Actually Want:

How to Choose A The Right Sponsor for Your Event

Many variables and factors must be considered to ensure that the sponsor is the best choice for the event. Many think that any sponsor is great, but this is not true. Companies must evaluate and question the sponsor to ensure they fit the job best.

Know your Audience

The team must know the target audience and the expected attendee at the event. The sponsor must have some benefit for the attendee. If the company hosts women in business events, having a running sponsor will be no benefit. The hosting company must know what the audience wants and needs and provide a sponsor based on that.

Look For Brands that Align with your Fans

The use of sponsors is optional, and this is what most companies forget. The host must find sponsors that not only align with the company brand but also aligns with the attendees of the event. The core values of both parties must be aligned. If both parties believe in innovation and creation, the partnership benefits the event and the attendees. On the other hand, if a company believes in safety for the user, while the other company wants sales, they will not greatly benefit each other.

Sponsors Motivated by ROI

Every expense in the business must have some form of return. The return on investment refers to the quantity of finances, sales, or publicity a company will receive for providing the sponsor. Both parties must receive a great value in return for the time, energy, or money they have placed within the event.

Finding Sponsors For An Event

The strategy for finding a sponsor might differ between corporate companies. The idea behind the concept is to find the ideal company with the same goals and values to join the event through sponsorship.

How to Look For Local Sponsors

The first option is to find a local sponsor with the same event goals and intentions for the company’s customer base. A local sponsor refers to a company that exists and trades within the same city as the hosting company. However, The sponsor must provide the necessary sponsorship activation to ensure they can form part of the event.

Find Sponsors From Previous Events

The best method of identifying and using a corporate sponsor is to use a company that sponsored at previous events. The event hosts will know the company due to previous interactions and sponsorships, and this will save the company time searching for a sponsor and provide them with critical knowledge of what the sponsor brings.

The company can use sponsors that previously provided finances, products, or services. If the sponsor is well-known for site security and has the tools, knowledge, and tips for running onsite security, the company can reuse them for the current event.

Use Resources Online To Find Sponsors

With the current advances and progression of the online era, every individual and team can access online platforms. Some of these platforms are reviews and comment based. Companies can use these platforms to evaluate potential platforms by simply observing the reviews that customers comment on their social media pages and website.

Another method of capitalizing on online resources is to use social media platforms. Companies can search for a broad market and identify industry leaders that will be the best suited for the sponsorship. The company can contact them with a proposal to benefit both parties.

Get Help From Your Audience

The target audience is an excellent indication of what type and company will fit the sponsor role. Companies can ask the audience for ideas and company names they want to see and experience as sponsors for set events or conferences. This will allow the team to identify the top companies benefiting from the event. The team can identify smaller or unknown businesses with much to offer to the event and the attending audience.

How to Pitch a Sponsorship

Specific points are extremely important when a company pitches a sponsorship to another business. The first focus should be on a short briefing of the type of event that the company wants to host. The team must provide the potential sponsor with market research and number to prove to the sponsor that the event dramatically benefits both parties.

The team can then afterward layout the proposal for the sponsorship. The proposal should cover more than just signage and the benefits that the sponsor will receive. The company can add value and growth in the customer base that can grow from the event. The focus is to turn the sponsor into a long-term relationship, thus providing both parties with benefits in the long run.

Look at Events Similar to Yours

Events are all over the globe. The leaders in every industry take advantage of events. This can be of great benefit to the company. They can use these similar events to identify the type of sponsors they have acquired. This will provide them with clear examples of sponsors that will work for the event they want to host. The company can contact these hosting companies for guidance and support in identifying key event sponsors.

Creating a Winning Sponsorship Proposal for Your Next Event

A strong team will have the necessary skills to create and present a proposal that will convince any company to join the team as a sponsor. The event sponsorship proposal, however, must have clear and valuable points to ensure that the team understands the benefits and importance of the partnership between the two companies.

Enticing Sponsorship Package

Companies must present sponsors with an enticing package to ensure that the sponsorship is worth the time and money of the sponsor company. A package will provide the sponsor with a layout of the benefits that they will receive. A clear description and summary of the requirements will be included in the package that the sponsor receives.

Creating an enticing package will allow sponsors to observe the entire sponsorship package, and this will make the perception that the company that wants to acquire the sponsor is professional and can commit to collaboration between the two parties.

Creation of Value Proposition

A value proposition is a key part of a winning proposal for a sponsor. The value proposition will provide the sponsor with information on the company itself. The brand the company represents, the competitive advantage, and the company’s values, principles, and goals.

This will allow the benefactor to provide the patron with information that can be seen as valuable. The sponsor will be able to identify key points and determine whether the partnership will produce the results that they desire.

Case Studies

Case studies will be real scenarios the company has faced or overcame to produce a great event. This will allow the sponsor to identify their need within the event. Case studies will provide the company with valuable information on how the benefactor treats sponsors and how they deal with stressful situations.

Historical Data of Events

Historical data is a great tool that will allow the sponsor to identify the company’s positioning and potential that they can add to the upcoming events. The historical data can produce weak areas that the sponsor will fix. The past events had a lack of social media presence. Thus working with the sponsor will provide the event with social media presence and advertising material to ensure the target audience can identify the event.

Present Current Event Attendee Statistics

Statistics is one of the best methods to provide another company with information on past events. The team can provide the sponsor with attendee statistics to drive home the mere fact that they need a sponsor to entice more attendees. The sponsor will be able to determine whether the event is worth supporting with the number of individuals that attended the last few events,

Include Your Social Proof

Social proof can be paramount when companies aim to secure a sponsorship deal. Social proof is accepting and following attendees who joined and enjoyed past events. The company can obtain testimonies of past event attendees to provide feedback based on their experience. This will display the positive aspects of the event. The social proof provides the sponsor with attendee feedback based on past events, which will be used to justify the sponsorship.

Another tool to ensure persuasion of the sponsorship is to provide the sponsor with post-meeting feedback that the company obtained through the attendees of the last event. The company can identify fundamental problems and provide the sponsor with clear solutions to these problems.

Improve The Event Website

An event website will be the first encounter many companies or attendees will encounter, and companies must build a website that provides sponsors with an accurate representation of what the event will bring to the table.

Make Unique Opportunities

Unique sponsorship opportunities will draw industry leaders. Companies must find innovative and creative ways to provide both parties with new unique opportunities. This will ensure attendees connect these opportunities to the event company and the sponsor.

Ideas for Virtual and Hybrid Event Sponsorship

Virtual events can add some difficulty to corporate sponsors for advertising and displaying their logo, products, or services on the event day. This, however, can be overcome by using creative methods to ensure that the sponsor receives the benefits they signed up for.

The first method is to allow the sponsor to create an advertisement that can be played and displayed as a keynote speaker alternate. The sponsor can have a speaker ready to communicate during the intervals to provide the attendees with information on products or services of the company or create an advertisement that will be played throughout the breaks of the events.

Another idea that can be used to ensure that the sponsor receives advertising is to use their products or services throughout the event. If the team produces excellent products, all speakers can use these products throughout the event. The team can precisely identify and thank the prospective sponsor for ensuring all attendees know the sponsor and their services.


How Do I Write A Letter To Get Sponsors For An Event?

A sponsor letter has specific points within the letter. The company must start with an introduction that explains the event’s reason. After the introduction, the company can state the main reason for acquiring a sponsor. After the team can identify and clarify the benefits for the sponsor, state what the sponsor must provide to obtain these benefits.

Why Do You Want Sponsorship?

The four main reasons for a sponsor can be to obtain the necessary finances to host and run a successful event. Another reason can be to get the expertise or services that the sponsor has. The company can acquire a sponsor to provide the event with products for giveaways or winning prizes at future event. And lastly, sponsorship can be requested to provide the event with media presence or advertisement.

Final Conclusion

Sponsorship is a great addition to an event. The problem, however, is to accumulate and add the potential sponsor to the event. Companies must work exceptionally hard by providing clear benefits, information, and social proof to ensure that the potential sponsor can identify the perks of joining the event.

There are a variety of ways that sponsors can join in the event. Financial, media, providing services or products, or being a promotional partner are all great examples of ways a company can become a sponsor. The key, however, is to establish the benefits for both parties. The event can receive more traction and attendees by simply using valuable sponsors.

Sabine Ghali

Kelly Murphy


Certified Meeting planner with 20+ years of event management experience, founder of ConferenceSource, expert in meeting facility sourcing & contracting in North America, Europe, South America and Asia. Kelly will manage your budget as if they were her own, negotiating the best possible rate and hotel contract to benefit and protect every client and exceed all expectations for all planning aspects for sales meetings, educational meetings, product launches, incentive trips down to a small board of directors meeting. We make meetings easy understanding your meeting objectives and delivering meeting matched components.