How to Ask for Event Sponsorship

If you’re planning or hosting an event, have you considered looking for sponsorship? Whether it’s a private, public or commercial event, sponsorship can grow demand, visibility or attendance to support your efforts and make the occasion one to remember.

This guide gives you all the information you need to learn how to: get event sponsorship, identify opportunities for sponsorship and find the right sponsorship for your event.

 

What is event sponsorship?

Event sponsorship is when an organisation or individual provides financial assistance in return for promotion. Sponsorship comes in several different ways, which can be a direct payment or the supply of goods or services with the aim of enhancing the event’s success.

The sponsor should receive a benefit in return for their support. This could be visibility through signage or branding, free tickets for staff members, access to participants’ data or the opportunity to speak at the event. Whatever the perk for the sponsor, the objective will always be to receive exposure and grow their own business simultaneously.

 

Why is sponsorship important for events?

Gaining event sponsorship is a brilliant way of attracting investment, visibility and participants to your event, as you will:

– Create partnerships with new companies or business owners

– Receive a healthy contribution towards the budget, so that you can plan and execute the best occasion possible by providing better catering, hiring more staff or marketing your occasion to a wider audience

– Add credibility to your event which would take years to build organically (sponsorship can show that a company believes your occasion is going to be a success)

Through their additional contacts and resources, your sponsor can also use their resources to increase the quality of your event. Your sponsor may be able to deliver professional services or provide their expertise to supply quality goods that can enhance participants’ experience throughout the day.

 

How to find event sponsorship

One of the key aspects of gaining event sponsorship is finding the right brands to sponsor your event and ones that will provide the right type of sponsorship.

Firstly, you must understand the objective and background of your own event. If you’re planning a small gathering, you’re unlikely to receive sponsorship from a global, well-known company. Instead, you should be realistic and target the right size of sponsor, it will also be beneficial to target sponsors who will have a vested interest in your event. This may be for geographical reasons if it’s a local company, or a businessman who wants to grow their reputation in your community.

You’re also more likely to receive sponsorship from brands that share the same values as the event you’re hosting. For instance, if the aim of your gathering is to promote health and fitness, a local fast-food takeaway is not the best brand to work with to share your message.

A good place to start is to target brands who are open to sponsoring an event. It’ll take a lot less convincing to get them on board as they’re already accustomed to sponsorship, and you may be able to charge more if they have a pre-existing sponsorship budget. As a result, we recommend using dedicated sponsorship websites such as sponsorseeker.co.uk to find your perfect partner before reaching out to businesses.

A great organiser is always able to attract the best sponsorship deals from brands that will have the most benefit to the event. You can find out more about developing your event management skills here.

 

How to get event sponsorship

The first step of asking for sponsorship is having a clear idea of what you want from your prospective sponsor. The sponsorship package should be a win-win for both sides, so the package should clearly set out what the perks will be for both the organiser and the sponsor.

You should consider incorporating varying price brackets, so that your potential sponsor can choose the level of input they want to commit to. The more expensive the package, the more benefit for the sponsor and while you may have to concede more control over your event the more money they will add to your budget.

To maximise the sponsorship, the package could cover part of the event (for example, one day of a weekend event), or cover multiple days at an increased cost. By having a package that covers a part of the event, this will give you the option to have multiple sponsors across different days. Ensure that you alter the targeting of your sponsorship package for each brand that you are approaching to sponsor you, so that they get more focused and relevant experiences.

If you have a target brand in mind, attempt to identify a specific person from the company such as the sponsorship or marketing manager, or someone higher up if possible. This will allow you to contact the decision-makers who will have more influence over whether they want to sponsor your event or not. Using generic email addresses or contact forms risks your approach reaching the wrong person or being lost amongst spam folders.

 

Sponsorship examples

If you need some event sponsorship ideas, then branded items can help you activate the marketing spend of your sponsors. These items can help you ensure that your package is unique and innovative and entice brands to choose your occasion to sponsor. Examples of items that can be branded include:

– Photo frames

– Unique Wi-Fi name or password

– Giveaway items

– Charging stations

– Sponsored live stream

– Ticketing or wristbands

 

Get event insurance with Protectivity

No good event takes place without good insurance cover that protects the health, well-being and interests of organisers, visitors and sponsors alike.

Whether you’re an organiser or a stallholder, get a free, instant quote for Event Insurance and ensure you’re not left out of pocket as a result of any unforeseen circumstances. For larger scale events its also worth considering events cancellation insurance.

Get Event Insurance from Protectivity

 

 

*Disclaimer – This blog has been created as general information and should not be taken as advice. Make sure you have the correct level of insurance for your requirements and always review policy documentation. Information is factually accurate at the time of publishing but may have become out of date. 

Last updated by

Bee Ingram Image

Bee Ingram

With a focus on producing high-quality, consistent content across multiple platforms, Bee is committed to creating engaging and effective messaging that aligns with the brand’s voice and strategy.

Recent Blogs

What you need in a dog walking contract Image

Laws, rules and regulations

What you need in a dog walking contract

As a dog walker, you might think a friendly handshake is enough to seal the deal with clients—but trust me, itâ

• 11 mins read

How caterers can boost business in Winter Image

Business

How caterers can boost business in Winter

Winter can be a challenging season for caterers. The cold weather, shorter days, and a natural lull in outdoor ev

• 11 mins read

Side Hustle Services to Start in 2025 Image

Starting a business

Side Hustle Services to Start in 2025

Looking for ways to make a bit of extra cash in 2025 without needing formal qualifications or specialist skills?

• 12 mins read

How fitness instructors can boost business in Winter Image

Business

How fitness instructors can boost business in Winter

The season of cosy blankets, hearty feasts, and the all-too-familiar lull in fitness motivation. As the temperatu

• 12 mins read

Common risks and hazards faced by tradesmen: tips to stay safe on the job Image

Laws, rules and regulations

Common risks and hazards faced by tradesmen: tips to stay safe on the job

The life of a tradesman is both rewarding and challenging, involving physical work, skill, and precision. But itâ

• 11 mins read

A checklist for musicians performing at events Image

Events

A checklist for musicians performing at events

Performing at an event is an exciting milestone for any musician, whether you’re a solo artist or part of a ban

• 9 mins read

How can event organisers manage crowds safely at Christmas events? Image

Events

How can event organisers manage crowds safely at Christmas events?

Attending a Christmas event is must-do on many people’s festive calendars. As a result, a successful event will

• 9 mins read

How to become a plasterer Image

Starting a business

How to become a plasterer

If you're thinking about a career as a plasterer, you're in the right place. Plastering is a highly skilled trade

• 8 mins read

London Christmas events calendar 2024 Image

Events

London Christmas events calendar 2024

For Christmas events, London is the best place to be. The city transforms, with winter wonderland pop-ups, Christ

• 9 mins read

What is pacing in therapy and why is it important? Image

Therapists

What is pacing in therapy and why is it important?

Whether you're a newly qualified therapist or an experienced professional looking to refine your practice, learni

• 9 mins read

Simply find the insurance you need.