Tips On Securing Sponsorship

...but most importantly how to manage those relationships so they continue to support your events

Not only do sponsors help underwrite expensive costs that come with putting on an event, but they are also a gateway for greater marketing opportunities. Additional income generated through sponsorship could help underwrite the costs of marketing campaigns which would otherwise be unaffordable. Sponsors are often more than happy to promote the event through their marketing channels which could lead to more ticket sales to an audience you wouldn’t have been able to reach before. Being associated with reputable brands enhances your credentials and looks professional. Getting the right sponsors could generate significant income for your events year after year.

Understand company motivations for sponsoring events

It is really important that you understand the reasons companies are looking to sponsor events. Understanding the motivations behind sponsorship enables you to include key points and statistics in your proposal. It also helps you package together more desirable items in your proposal. Motivations include brand awareness, an increase of sales, blocking competition and social responsibility. If a company’s motivation for sponsorship is to increase sales then include stats about your participants and spectators. Use your Google Analytics dashboard to gain stats about your audience and impress potential sponsors. If a company’s motivation is social responsibility then highlight the positive impacts the event has on the local community and charities.

Do think of sponsors as your customers

Sponsors may not be buying a service from you but they are generously handing over money to support the event. Look after them and you will have a long-lasting partnership. I would suggest allocating no more than two people with the task of securing and retaining sponsors.

Create a well thought out sponsorship proposal

If you are approaching organisations and asking for a considerable amount of money then sending a short word document with a few bullet points isn’t going to cut it. Companies are inundated with sponsor requests on a daily basis so your proposal needs to stand out. If it doesn’t look like much time, thought and effort has gone into it then they simply won’t read it.

Breakdown the packages in your proposal

Break down what you are offering your sponsor's pre-event, during the event and post-event. Pre-event will include marketing and advertising activities. During the event could include sponsors logos on signage, infrastructure and t-shirts. Tier the packages with the higher cost packages at the top including the most desirable options.

Don’t ask for ridiculous sums of money

Putting on events is expensive, the point of having sponsors is to help underwrite those costs however keep your asking figures realistic. Large companies have marketing budgets to, if they do not see a high enough return on investment due to your asking figure being too much they won’t go for it. Price up your packages fairly and be realistic. The figure you ask for must reflect the value of the event and the potential audience reach. Asking for too much also excludes small businesses that want to support their local events.

Don’t think because you are a small event or you’re just starting out that you won’t be able to get sponsorship

Companies will support smaller events and new events if you can demonstrate a willingness for growth and capacity for growth. Very few events sell out in their infant years. Emphasise how the support from the sponsors will help your event to grow. Be passionate and paint a bigger picture, sponsors want to be a part of your journey and help you grow.

You must deliver what you have promised

If you have forgotten to add a sponsor’s logo to a piece of marketing material, signage or competitor memorabilia which you promised as part of the agreement but assume they will be ok about it then you are mistaken. If part of the agreement was that their logo is printed on marketing material and branded items then you must honour that. Sponsors WILL request their money back and they have every right to ask for it back. Create a list of all the packages which were offered. Within those packages note down exactly what was included in the packages with the names of the sponsors who purchased those packages. That way you have a record of what items you promised to which sponsor. If in doubt always refer back to the agreement before printing or posting anything.

Do have sponsors approve every piece of material before it goes to print

Large organisations have strict brand guidelines which they and their partners must stick to. Before any piece of material with their logo on goes to print send a copy of the design to your sponsors for approval. It ensures you use their logos correctly and is good practice for managing those relationships. It keeps them happy and shows you care about them.

Create a checklist

We called this the ‘Sponsor agreement checklist’ It’s the best way to keep track of all of your activity and ensure you deliver what you have promised. Create a table and at the top list all of your agreed sponsors. Under the names of the sponsors add the name of the package or agreement. Then on the left-hand side list any marketing material and branded items that will include sponsors logos. This includes scheduled social media content, banners, posters, leaflets, t-shirts, barrier mesh and race day information print outs. Add a tick next to that activity so you know whether you need to include a sponsor on that activity. 

Don’t accept deals from conflicting businesses

Once a sponsorship agreement has been agreed don’t undertake a partnership with any company that sponsor may view as a competitor. 100% conflict of interest.

Sponsors want you to promote their brand to the best of your abilities as promised in the agreement. Don’t promise anything you can’t deliver and deliver what you promised! If you get it right you can build long-lasting valuable partnerships that benefit both you and the sponsor.

Claire Singleton

Managing Director

Up Post Digital

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