A logo on a banner doesn’t cut it anymore.
Today’s sponsors expect more.
They want meaningful engagement, measurable impact, and tangible returns. If your sponsorship pitch isn’t backed by clear value, it will be ignored.
So where does that leave you: the event organizer, marketer, or business owner trying to secure funding?
Probably wading through unanswered emails, vague rejections about “budget constraints,” and wondering if event sponsorship is even worth the effort.
If you want to land (and keep) high-value sponsors, you need a strategy that goes beyond logo placements. This guide will help you:
Identify the right sponsors for your event
Craft a compelling sponsorship proposal that gets noticed
Pitch with confidence and clarity
Provide real value to sponsors so they return year after year
Brands are getting smarter about where they put their marketing dollars, and if you’re still pitching sponsorships for events the old-fashioned way, you’re going to struggle.
Here’s what’s driving the shift:
Gone are the days when sponsors would pay just to have their name printed on a program or displayed on a PowerPoint slide.
They want interactive, immersive experiences like live activations, VIP perks, and digital integrations that create real engagement.
For example, instead of a fitness brand just having a logo on an event T-shirt, they could sponsor my event by hosting a pre-event workout challenge, creating an interactive booth with fitness demos, or offering exclusive product discounts to attendees.
This approach transforms event sponsoring from “advertising” to “experience.”
2. Brands Expect Data & ROI
Sponsors need to justify their investments. That means data is no longer optional. If you want to secure sponsorship deals, you must be able to prove the value of their sponsorship with hard numbers.
Brands want to know:
How many attendees engaged with their activation?
How many leads did they generate?
What was their brand’s reach on social media?
If you can’t offer this level of insight, another event organizer will.
3. Multi-Event Sponsorships Offer More Value (and Revenue)
Sponsorship is no longer just about showing up once and disappearing.
While a single-event sponsorship with multiple touchpoints (like branding before, during, and after the event) can be impactful, brands today often look for multi-event partnerships that build momentum and drive deeper engagement over time.
One-off sponsorships may deliver a quick hit of visibility, but multi-event deals open the door to consistent brand presence, storytelling opportunities, and stronger ROI.
Instead of pitching a sponsor for a single event, consider proposing a year-round sponsorship package that includes:
Branding in pre-event promotions across multiple events
Ongoing thought leadership content (like sponsored blogs or webinars)
Presence at several events in your series or calendar
Post-event lead nurturing from each touchpoint
What’s in it for you?
Increased revenue: Multi-event packages typically come at a higher price point.
Deeper collaboration: Longer-term deals give you time to understand the sponsor’s goals and deliver better outcomes.
Stronger renewal potential: When sponsors are part of your event ecosystem, they’re more likely to stay invested.
But note: Multi-event sponsorships come with higher expectations. You’ll need to deliver consistent value, keep communication flowing, and prove ROI at every stage. It’s more work, but also a bigger win for both sides when done right.
4. Put The Audience First
When sponsorship activations come off as pushy, self-serving, or random, people tune them out. Or worse, get annoyed. The best activations pull people in. They’re engaging, inviting, and built around the attendee experience.
That might mean skipping the branded pens and instead offering a hands-on demo, a place to chill, or something that helps people enjoy the event more.
If it’s not clearly making the experience better for attendees, it’s time to rethink the approach.
Most event organizers are looking for sponsors who can help cover the budget. But not every brand can offer money, and sometimes what they can offer is just as valuable, if not more.
The best events are supported by a mix of sponsors who bring different things to the table.
Here’s how to think about the different types of sponsorships, and how to find the right fit for each one.
This is what most people think of first. A brand gives you money in exchange for exposure. That might mean logos on signage, mentions on stage, or a booth at the event.
These days, though, cash sponsors usually want more than just visibility. They’re looking for experiences that align with their brand, opportunities to connect with your audience, and proof that it’s worth the investment.
You’ve got to show them how you’ll help them reach their goals, not just how many eyeballs they’ll get.
Sometimes, a company won’t write a check, but they’ll offer free products, services, or resources that save you money. In-kind sponsorship ideas for events:
Catering sponsorships: where a restaurant provides food sponsorship in exchange for branding exposure.
Tech sponsorships: where a company provides AV equipment, software, or WiFi services.
Merchandise sponsorships: where a brand supplies giveaway items or attendee swag bags.
These kinds of partnerships are often easier for sponsors to approve internally, and they can be just as useful to you as cash.
Some sponsors don’t have money or products to offer, but they do have a platform. Maybe they’re a media outlet that can run a promo for your event. Or an influencer who can post to a massive audience. Maybe they can open doors to people you’d never reach otherwise, like community leaders or government reps.
These types of partnerships might not have a dollar value attached, but they can really move the needle in terms of reach and credibility.
Hybrid Sponsorship: A Combination Approach
Hybrid sponsorships mix financial contributions with in-kind support. A beverage company, for example, might provide funding while also supplying drinks for attendees. These flexible arrangements often provide the best overall value for both parties.
Bottom line: not every sponsor is going to write a check, but that doesn’t mean they can’t contribute something meaningful. The key is understanding what your event really needs, and matching that with what each sponsor can offer.
One of the biggest mistakes event professionals make? Chasing any brand with a marketing budget. Not every company is a good fit for your event, and a mismatched sponsor can feel awkward, forced, or even hurt your credibility.
Here’s how to find possible sponsors for an event that actually makes sense:
To secure the right sponsors, you need a targeted approach.
1. Know Your Audience Inside and Out
Sponsors care less about you and more about who they’ll be getting in front of. If you don’t have a deep understanding of your audience, your sponsorship pitch won’t land.
Ask yourself:
Who are your attendees? (Demographics, job titles, industries, income levels)
What are their biggest pain points and interests?
What products, services, or experiences are they already engaging with?
Are they decision-makers or influencers in their company?
Use surveys, ticketing data, social media insights, and past event reports to build a clear attendee profile.
When you can confidently say, “Our event attracts 2,500 marketing professionals, 70% of whom are decision-makers with an average budget of $250K per year,” sponsors will listen.
Instead of blasting a generic pitch to every company you can think of, focus on brands that:
Already serve your target audience
Have sponsored similar events before
Are actively spending on marketing and brand activations
A sponsorship contact list from past industry events can be a goldmine.
Here’s where to look:
Competitor events: Who’s sponsoring other events in your industry? Those brands already value event sponsorship.
Industry reports and publications: Many brands announce sponsorship deals in press releases.
Your own attendees: What companies do they work for? If a large segment of your audience comes from a particular industry, target companies in that space.
3. Tap Into Your Network
Introductions go a long way.
Instead of cold-emailing marketing teams, look for warm connections through:
Past sponsors (if they got value before, they might return).
Speakers, exhibitors, and industry partners.
Attendees: many work for companies that could be great sponsors.
Mutual LinkedIn connections
A recommendation from someone they trust can get your foot in the door faster.
Most sponsorship prospectuses fail because they focus too much on the event and not enough on the sponsor’s goals. A generic deck listing your agenda, venue, and logo placement options isn’t enough.
Instead, your proposal should answer one key question: “What’s in it for them?”
1. Start with Their Goals, Not Yours
Before you even think about writing a proposal, do your homework. Research each potential sponsor to understand:
Are they launching a new product?
Do they want social media buzz?
Are they focused on lead generation or direct sales?
Tailor your pitch to show how your event helps them meet these goals.
2. Show the Value of Your Audience
Your attendees are your biggest selling point. Include:
Key demographics and behaviors.
Engagement stats from past events (attendance numbers, social media reach, lead gen stats).
Testimonials from past sponsors who got real value.
The outdated “Gold, Silver, Bronze” tiers don’t work anymore. Instead of cookie-cutter options, create custom activations that align with the sponsor’s objectives.
Examples:
Brand Awareness: Sponsored keynote, social media takeovers, event signage.
Lead Generation: VIP networking sessions, exhibitor booths, and interactive QR codes for lead capture.
Thought Leadership: Panel moderation, branded workshops, sponsored content on your event blog.
Read More: How to Make Sponsorship Packages for Trade Shows?
4. Make ROI Crystal Clear
Sponsors need to justify their investment. Show them exactly how you’ll track success, such as:
Social media impressions and engagement.
Attendee lead data.
Onsite activations and foot traffic analytics.
Post-event surveys.
Once your proposal is rock-solid, the next step is pitching. But let’s get one thing straight: mass-emailing 100 companies with the same generic pitch is a waste of time.
Here’s how to pitch sponsors effectively and actually get responses:
1. Warm Up the Relationship First
If your first contact with a sponsor is a cold email asking for money, don’t be surprised when they ignore you. Instead, build some familiarity first:
Follow them on LinkedIn and engage with their content
Mention their brand in your event’s social media posts
Connect at industry events or webinars
By the time you send your pitch, they should recognize your name: not see you as just another request in their inbox.
2. Personalize Every Pitch
Sponsors can tell when they’re getting a copy-paste email. Avoid generic messaging at all costs.
A strong pitch email should include:
A subject line that sparks curiosity
A short, direct opening
A compelling reason why they should sponsor
A call to action
3. Follow Up Strategically
Most sponsors won’t reply to your first email. That doesn’t mean they’re not interested.
Follow up:
3-5 days after the first email with a short check-in
A week later, with additional value (such as event data or a case study)
Final follow-up with a “last chance” reminder
Persistence matters, but keep it professional.
4. Be Ready to Negotiate
Sponsors may push back on pricing or request additional benefits. That’s fine! Be flexible and find a win-win solution.
For example:
If they want more visibility, offer extra social media coverage.
If budget is an issue, suggest installment payments or a smaller package.
Successful sponsorship deals are built on collaboration, not rigid pricing.
Getting a sponsor’s money is only step one. Good account management can be the difference between a one-time deal and a long-term partnership.
Before the Event
Kick things off with a call. A quick intro call helps set expectations and builds rapport. Go over what the sponsor is hoping to achieve, what you’re delivering, and what you need from them.
Send a sponsor guide. It doesn’t have to be complicated. Just make sure it covers deadlines, deliverables, contact info, and any key dates or assets you’ll need. This saves everyone time later.
Offer early visibility. Add their logo to your website, include them in early promo posts, or give them a shout-out in a newsletter. It shows you’re thinking about their return from the start.
During the Event
Assign someone to look after sponsors. This can be as simple as checking in to make sure things are going smoothly. If they have a booth or activation, help them troubleshoot or connect with the right people.
It’s also smart to walk through the activation like you’re a guest. Does it feel useful? Fun? Worth stopping for? If not, there’s probably a better way to do it.
Deliver on your promises. If you said they’d get signage, social media mentions, or stage time, make sure it actually happens. Keep a checklist and tick things off as you go.
Capture content. Photos and videos of their presence at the event are useful for post-event reporting and social sharing. It’s a small touch that adds a lot of value.
After the Event
Send a thank-you note. Make it personal and specific. Mention something they did or contributed that stood out.
Share a recap. Pull together a few key metrics, photos, and highlights that show what their sponsorship achieved. If people interacted with their booth or commented on their presence, include that too.
Keep the conversation going. Ask what worked and what didn’t. If it went well, this is the perfect time to talk about the next opportunity.
Strong sponsor relationships come from clear communication, consistent follow-through, and small moments of “we’ve got you.” Treat your sponsors like VIPs, because they are.
Also Read: How to Successfully Debrief your Event?
Event sponsorship enhances brand visibility and enables larger, more engaging events.
Here are 8 case studies showcasing successful long-term partnerships and innovative sponsorship activations.
They work because they actually add value for attendees. Each one is built around what people care about and what makes the moment better.
1. Mastercard & The Brit Awards
Mastercard has been the headline sponsor of the Brit Awards for over 20 years, demonstrating the power of long-term partnerships. Their branding is seamlessly integrated into the event, from venue décor to invitations and social media.
Each year, Mastercard creates unique activations to engage audiences. In 2017, they transformed a British red phone booth into a “listening booth,” allowing the public to preview nominee tracks in an intimate setting.
Their 2024 campaign, Let Music “Start Something Priceless,” reinforced their signature branding while aligning with the event’s theme.
2. Coca-Cola & The Olympics
Coca-Cola has sponsored the Olympics since 1928, making it one of the longest-running event partnerships in history. Their presence has evolved from simple product distribution to immersive activations that engage fans and athletes alike.
At PyeongChang 2018, Coca-Cola’s branded truck transported athletes on the torch relay, placing them front and center in the action.
At Rio 2016, they created an interactive teen lounge, offering digital engagement and social experiences tailored to younger audiences.
Their integration into the Olympic event app, allowing fans to scan product barcodes for prizes, further demonstrated their ability to merge sponsorship with technology.
3. GoPro & Red Bull
Red Bull and GoPro have developed a sponsorship model where both brands benefit equally. Red Bull’s extreme sports events provide thrilling content, while GoPro captures it in dynamic ways, enhancing both brands’ visibility.
Their collaboration reached new heights with the Red Bull Stratos jump, where Felix Baumgartner broke the speed of sound while wearing five GoPro cameras.
The event, viewed by over 8 million people live, demonstrated how sponsorships can transcend traditional branding and create history-making moments.
4. Sunglass Hut & London Fashion Week
Sunglass Hut signed a three-year deal as the principal sponsor of London Fashion Week, leveraging the event to build brand affinity with fashion-conscious consumers.
Their sponsorship goes beyond logo placements, incorporating influencer partnerships, branded photo booths, and exclusive pop-up shops.
In 2015, they launched a campaign encouraging attendees to try on their sunglasses and post photos using #DiveIntoFashion.
The following year, they created a pop-up store on Brewer Street, allowing direct customer interaction with their latest collections while running contests for VIP runway access.
5. HP & Coachella
HP’s sponsorship of Coachella was a masterclass in targeting creative, tech-savvy audiences. As the festival’s official technology partner, HP designed immersive experiences that resonated with festivalgoers.
Their air-conditioned activation tent featured interactive activities like a design-your-own-bandana station using HP laptops and printers.
In collaboration with Obscura Digital, HP also created a projection dome, offering an artistic digital experience that captivated attendees. These activations reinforced HP’s innovation while giving festivalgoers an experience to remember.
It worked because it didn’t feel like a sales pitch. It gave people something fun to do, something to share, and a way to interact with the brand without being pushed into it.
6. Mercedes-Benz & The Masters Tournament
Luxury brands align well with high-profile sporting events, and Mercedes-Benz’s sponsorship of The Masters since 2008 exemplifies this.
As a global sponsor, Mercedes-Benz integrates its branding across apparel, tournament signage, and player sponsorships. More notably, they provide luxury vehicle transportation for players and VIPs, ensuring that their brand is seen in a setting that aligns with their premium market positioning.
The exclusivity of The Masters, allowing only five sponsors, further enhances Mercedes-Benz’s elite brand image. Despite the limited television advertising (only four minutes are shared among all sponsors), their association with the event elevates brand prestige.
7. Delta Airlines & Pride Events
Delta Airlines has been a major sponsor of multiple Pride events across the U.S., using the platform to reinforce its commitment to inclusivity and diversity.
Delta’s presence at events like Brighton Pride, NYC Heritage of Pride, and Boston Pride Festival includes branded parade floats, staff participation, and community support initiatives. They also launch localized campaigns, engaging employees in Pride-related volunteer activities and sponsorships of LGBTQ+ organizations.
Their approach extends beyond event days, integrating year-round inclusivity efforts that build brand trust and loyalty within the LGBTQ+ community.
8. Nike & FIBA Basketball
Nike’s 11-year global sponsorship with FIBA, the governing body of international basketball, allows the brand to dominate both men’s and women’s basketball events worldwide.
This partnership extends across FIBA World Cup events and qualifiers, ensuring Nike’s presence in court branding, athlete apparel, and advertising. Additionally, Nike secures strategic player partnerships, turning top basketball stars into brand ambassadors.
By investing in both men’s and women’s basketball, Nike reinforces its dominance in the sport while advocating for gender equality in athletics.
Event sponsorship isn’t just about getting a check but building long-term, mutually beneficial partnerships. Sponsors don’t just want exposure; they want engagement, access to their target audience, and measurable results.
By shifting your approach from “How can you help my event?” to “How can I help your brand?”, you’ll stand out from the competition and create sponsorships that last beyond a single event.
The key is understanding what matters to sponsors and what matters to their customers. If your event creates meaningful, memorable experiences for attendees, it becomes far more valuable in the eyes of a brand.
Now, it’s time to take action:
Refine your sponsorship strategy.
Research brands that align with your audience.
Craft personalized, compelling pitches.
Deliver real ROI to sponsors by putting attendees first.
The brands looking for sponsorship opportunities are out there: you just need to show them why your event is exactly what they’ve been searching for.
