How to Get Sponsorships for an Event

Acquiring sponsorship for events can seem like a big task, but with the right approach, it’s completely manageable. The key is to show them what they’ll get in return and make it easy for them to support your event.

In this article, we’ll share some tips on how to get sponsorship for an event and how an event management plugin can help you manage everything, from planning to keeping sponsors in the loop.

Let’s get started!

Understanding event sponsorship

Before you look for sponsors, it’s important to understand what event sponsorship means.

At its core, event sponsorship is a partnership. A company gives you money or resources to support your event. In return, you give them visibility, like showing their logo, mentioning them during the event, or giving them a booth.

It’s not always about money; it’s about creating a win-win setup. For example, a local coffee shop might give away free coffee at your event in exchange for branding on the event banner and a shout-out on social media. A video streaming tool might give you free access to your virtual event.

Sponsorships can look different depending on the event. Some might involve big companies with larger budgets, while others come from small businesses offering in-kind support. What’s important is that the arrangement makes sense for both sides.

Sponsors usually support events that:

• Match their brand
• Help them reach a target group
• Offer clear benefits, like exposure or leads

Types of sponsorship companies for events

Not every company is a good fit to sponsor your event—and that’s okay. What matters is finding sponsors whose goals match yours. When there’s a natural fit, starting a real conversation is much easier.

Start by researching businesses within your industry, local area, or those that already sponsor similar events. Understanding their needs and goals will make it easier to build a compelling case for why your event is the right opportunity for them.

Consider the types of sponsors that are most likely to invest in your event: 

• Local businesses: If your event is community-based or in a specific city, local stores, cafes, gyms, or service providers might be interested. They often look for ways to promote their brands and support local causes.
• Tech or SaaS companies: Software or tech companies often sponsor webinars, online conferences, or niche meetups. They want to connect with professionals who could use their tools. Think tech companies at startup expos or fitness brands at wellness events.
• Media and content brands: These sponsors are looking for reach. They may offer media coverage or co-host an event. In return, they get content, traffic, or brand awareness.
• Food and beverage brands: If your event has in-person elements, food and drink brands may offer products or discounts. This works well for lifestyle, fitness, or entertainment-related events.
• Event service providers: Some companies offer live streaming, event management software, or design. Instead of paying cash, they might give you free access to their services, and you promote them in return.

Different types of event sponsor proposals

Once you’ve figured out who might be a good sponsor for your event, the next step is to reach out. This usually starts with an event sponsor proposal, but there’s no one-size-fits-all approach. 

The type of proposal you send depends significantly on the event you’re hosting and what the sponsor might be looking for. What matters is that both sides agree on what’s being given and what’s being received. 

Here are a few common types of sponsorship proposals and what to include in them:

1. Tiered packages

This is probably the most popular format. You create different sponsorship levels, usually labelled something like Gold, Silver, and Bronze, each offering different benefits. The higher the level, the more visibility or perks the sponsor gets. It’s clear and easy for sponsors to compare options. 

Look at this, for example:

• Gold Sponsor – $5,000: Logo on main stage, speaking slot, featured in press release, 10 social media shout-outs
• Silver Sponsor – $3,000: Logo on event banners, booth space, 5 social media shout-outs
• Bronze Sponsor – $1,000: Logo in event program, mention in thank-you email

What to Include:

• Sponsorship levels (e.g., Gold, Silver, Bronze).
• Clear benefits at each level (e.g., visibility, speaking slots, social media mentions).
• Price for each level.
• Payment terms and deadlines.

2. Custom proposals

Not every sponsor is looking for the complete package. Some are only interested in a specific aspect of your event. That’s where custom proposals come in handy. They let you shape an offer around what the sponsor wants, rather than fitting them into a one-size-fits-all option.

For example, a beverage company might skip the booth but sponsor the refreshment area instead, with their logo on cups and a small tasting spot. It’s a simple way to stay visible and connect with attendees in a way that fits their style.

What to Include:

• Specific benefits relevant to the sponsor (e.g., a custom spot at your event).
• Explanation of why the sponsor’s contribution is valuable to the event.
• A clear breakdown of what you’re offering and what they’ll receive in return.
• A detailed agreement on timelines, responsibilities, and expectations.

 3. In-kind proposals

Another common type is the in-kind sponsorship proposal. Instead of offering money, these sponsors provide goods or services that help support your event. This could be anything from snacks and drinks to printing services, venue space, or tech equipment. 

For example, a local bakery might donate pastries for the morning session, or a nearby print shop could cover your event flyers. In return, you offer them visibility, their branding appears on signage at the refreshment table, or you mention them in your email updates. 

This deal works well when you’re trying to save costs or when the sponsor’s offering helps improve the event. It’s still a partnership, just not based on money. 

What to Include:

• A description of the goods/services being provided (e.g., food, tech equipment, venue space)
• The value of those goods/services.
• In return, what visibility or recognition will be provided (e.g., feature their brand, mentions in promotional emails).
• A timeline for when the goods/services will be delivered.

4. Media or content-based proposals

If your event has a strong online presence, such as live streams, blogs, or social media campaigns, you can build a proposal around that. These work well for sponsors looking for digital exposure rather than just on-site branding.

These proposals especially appeal to brands that want to reach audiences beyond the event day. They’re looking for impressions, clicks, or longer-term awareness. For instance, if you’re live-streaming a panel, a sponsor’s logo could appear on the video overlay or be mentioned during the broadcast. 

What to Include:

• Explain the sponsor’s branding placement across your digital platforms (social media, website, livestream).
• How many impressions, clicks, or views can they expect.
• Their brand will appear in the content formats (e.g., videos, blog posts, event coverage).
• Metrics or success indicators (e.g., projected social media reach or email open rates).

5. Service sponsorship proposals

You may also encounter service sponsorship proposals similar to in-kind sponsorships. These proposals focus on professional services rather than products or supplies. In this case, sponsors offer time, skills, or staff to help your event run smoothly. This type of proposal works well when the event has a tight budget but still needs high-quality support.

For example, if you’re hosting an online event, a scheduling tool lets you use their premium plan for free to manage sessions or appointments. A marketing agency could also help promote the event through its channels in return for being listed as an official media partner. 

What to Include:

• Description of the service provided (e.g., free access to software, event coordination help, marketing assistance).
• How will their contribution improve the event.
• Recognition they’ll receive in exchange (e.g., feature on event website, mention in promotional emails, on-site signage).

6. Cause-based or community proposals

Cause-based or community sponsorship proposals are especially relevant for events tied to a nonprofit, a local initiative, or a social cause. These proposals focus less on marketing returns and more on shared values and impact. 

Sponsors who support these events usually care about giving back or being seen as involved in something meaningful. For example, if you’re organizing a youth leadership workshop or a charity fundraiser, a sponsor might want to be associated with the mission rather than just getting a branded spot. 

What to Include:

• A clear explanation of the social impact or cause your event supports (e.g., a charity, local initiative).
• The sponsor’s role in contributing to that cause.
• Recognition or benefits in return (e.g., mention them as a sponsor on printing materials, your program, or website).

10 proven strategies for obtaining sponsorship for an event

Getting sponsors isn’t just about sending proposals and hoping for a response. It takes planning, relationship-building, and knowing how to show value in a way that makes sense to each potential partner. 

Here are ten strategies that will help you understand how to get sponsors for an event:

1. Know your audience first

Before you contact any sponsor, you need a solid understanding of who your attendees are. Sponsors care about whether your event audience overlaps with their customer base. Are your attendees professionals, students, families, or hobbyists? Are they local, regional, or international?

Try to describe your audience in a few sentences. Include age range, job titles, interests, and where they’re located. Even basic data like past attendance or social media reach can help if you’ve hosted an event. Consider where your attendees will likely come from and what they care about if it’s a new event. 

2. Make a targeted sponsor list

Instead of casting a wide net, try building a focused list of potential sponsors. A Sponsor List will narrow your focus and help you choose sponsors aligned with your event’s theme, message, or audience.

Look at who’s sponsoring similar events. Search for local businesses that might want visibility, or national brands trying to reach your community. Check LinkedIn, event directories, or even past event photos for clues. Once you have your list, take a little time to learn what each company cares about. That way, your pitch can be more relevant.

3. Building relationships

One of the best things you can do, especially if you plan to host recurring events, is to build relationships before asking for anything. You don’t have to be best friends with them, but creating a little familiarity helps. This could be as simple as following their company on social media, commenting on a recent post, or meeting them at another event. 

Then, when you reach out, it doesn’t feel like a cold message. You can refer to something specific you saw or appreciated. It shows you’ve been paying attention and helps build trust before you even get to your pitch. 

Keep this in mind:

🤝 Reach out with a personal message (It’s good).
🚫 Skip copy-paste templates. A short, personal message works better.
💡 Start by introducing yourself, your event, and why you think the sponsor is a good fit. Then, explicitly ask for a review of the proposal.

4. Offer multiple sponsorship options

Sponsors have different goals and budgets. Some might want top-tier visibility, while others only want a small mention. That’s why it helps to provide a few ways to get involved. Break it down:

• Logo placement: homepage, ticket pages, emails.
• Mentions: in sessions, emails, and thank-you slides.
• Interaction: speaking time, booths, giveaways.
• Digital promotions: banners, popups, or social posts.

You can offer tiered packages as we described earlier (like Gold, Silver, and Bronze) or let sponsors choose individual parts of the event to support, like the food, the welcome bags, or a workshop session. You might also have digital sponsorships for your email newsletter or Livestream. 

The point is to give sponsors options that work for them, not just one fixed choice.

5. Focus on what’s in it for them

It’s easy to talk about how much effort you’ve put into the event and why it matters to you. But from the sponsor’s perspective, the main question is: how does this help my business?

So, instead of just listing your event features, talk about outcomes. How will sponsoring your event help them meet new customers, build brand trust, or meet a marketing goal? Make sure your proposal clearly explains how being involved benefits their business.

6. Use real numbers

Even if your event is new, sponsors still want to see data that helps them understand their expected reach or impact. This could be the number of people expected to attend, how many follow your event on social media, or how many read your email newsletter.

If it’s your first event, share what you expect and back it up with logic. For example, “We’ve received over 300 RSVPs so far, and our Instagram page reached 10,000 users in the past month.” If you’ve run the event before, even basic stats like “We had 300 attendees last year” or “Our Instagram stories reached 2,000 views per day during the event” can help. 

Anything that allows sponsors to see potential reach is useful.

7. Create a clean, visual sponsorship deck

A sponsorship deck is a short presentation or PDF that outlines your event and sponsorship options. It doesn’t have to be fancy or long, just needs to be clear and visually appealing.

If you have past event photos, mockups of how the company name will appear, or social media stats, include them. Sponsors are often busy, so the easier you scan your offer and understand the value, the better your chances of getting a response. You can combine it using free tools like Canva, Google Slides, or Notion.

8. Be open to collaboration

Sometimes, sponsors have different ideas about how they want to participate. They might sponsor a breakout session, offer a giveaway, or run a short activity during the event. In this case, staying flexible is good if their ideas align with your event’s purpose and tone.

If their idea fits your event and helps improve the experience, it’s worth considering. You don’t have to change everything, but being open to minor adjustments can lead to stronger partnerships and sometimes even a more interesting event.

9. Follow up (and keep it short)

It’s normal not to hear back immediately, especially from larger companies. That’s why follow-ups matter. If someone hasn’t responded after a week or two, send a brief, polite message to check in. Reiterate your event date, remind them of the opportunity, and offer to answer questions.

You can say:

• “Just checking if you had a chance to review this.”
• “Let me know if you have any questions.”
• “Happy to hop on a quick call if needed.”

You don’t need to repeat everything; it’s just a quick reminder, maybe a sentence or two, and an offer to answer any questions. Keep it respectful and straightforward. If they’re interested, they’ll appreciate the nudge. If they’re not, it’s still a chance to stay on good terms for future events.

10. Highlight social proof

Sponsors like to see that others trust you. If you’ve worked with other sponsors before, even smaller ones, mention it. If you have testimonials, quotes, or photos from previous events, include them.

You could say, “Last year’s event had 1,200 signups, 600 live attendees, and a 48% email open rate.” Small examples show that you’ve delivered on promises before, which helps new sponsors feel more comfortable coming on board.

Common challenges while getting sponsors (how to overcome them) 

Getting or finding event sponsors often feels hard, especially when you’re starting from scratch or don’t have past event data. Below are common challenges along with practical ways to overcome them:

• Getting no response: Sponsors receive a lot of messages. If your pitch isn’t immediately relevant, it may be overlooked, especially if they don’t know who you are. Keep your pitch short, and personalize it as much as possible. If there’s still no response, move on and try again later.
• Lack of clear value proposition: Sponsors want to know what they’re getting from the deal. If that’s not obvious, they’ll likely pass. Explain who your audience is and how the sponsor will benefit, like visual exposure during the event, being mentioned in posts, or speaking at your event.
• Reaching out to the wrong sponsors: If a sponsor doesn’t align with your event or audience, they won’t be interested. Look into who they’ve supported before and ensure there’s a good fit before reaching out.
• Using the same pitch for everyone: Sending a one-size-fits-all proposal can make your pitch forgettable. Sponsors receive many requests, so a generic document often doesn’t stand out. Instead, personalize each proposal with specific benefits and detailed sponsorship tiers.
• They ask for too much: Some sponsors might want more than what your package includes. It’s okay to say no if it’s not realistic. Offer a custom option or suggest a compromise, but ensure it’s still fair to your event and other sponsors.
• They don’t have the budget: Sometimes sponsors are interested but don’t have the budget for significant commitments. Flexibility can help overcome this. Offering smaller packages or letting them contribute something non-monetary (like products or services) can still be valuable for both sides.
• Making promises you can’t keep: One of the quickest ways to lose a sponsor is to make promises you can’t. It’s tempting to say yes to everything, but it’s better to be upfront about what you can realistically deliver. Reliability builds trust and makes them more likely to return next time.
• Communication drops off after they say yes: Things can stall when timelines or expectations aren’t clear. A simple checklist or shared doc with deadlines helps keep everyone on track. Don’t be afraid to check in, it’s part of the process.

Start getting sponsors with the Eventin event management plugin

Once you’ve learned how to approach sponsors and create compelling proposals, the next step is making your event easy to manage and even easier for sponsors to get involved. That’s where Eventin can help.

Eventin is more than just a ticketing or scheduling tool. It gives you a complete system to organize your event from start to finish, which makes a better impression on sponsors. Here’s how it can support your sponsorship efforts:

Here’s how Eventin helps you manage both the event and the sponsorship side, from your WordPress dashboard.

• Create branded event pages: Build clean, sponsor-friendly custom event pages right from WordPress. Add sponsor logos, mentions, or banner spots without extra tools. 
• Highlight sponsors on ticket pages: Promote your sponsors by featuring them on your ticket checkout pages, where every attendee will see them.
• Track audience and attendance data: Sponsors want numbers. Eventin helps you track ticket sales, registrations, and attendance so that you can share real stats.
• Run multi-event campaigns: Hosting more than one event? Manage multiple events under one dashboard and show long-term sponsor potential.
• Support for virtual and in-person events: Whether your event is online, offline, or hybrid, Eventin keeps everything in sync from registration to session links.
• Automated email and communication tools: From the same dashboard, you can use Eventin’s email features to send announcements, reminders, or sponsor-specific updates.

Ready to impress your next sponsor? Start planning your event with AI-powered event Creation today and show sponsors why they should participate.

📢 Good read: Maximize Your Event Success with Eventin’s AI-Powered Automation

Conclusion

Finding sponsors for events isn’t just about asking for funding; it’s about creating genuine partnerships. The conversation becomes much easier when you understand what sponsors are looking for, offer flexible options, and show them the value you bring.

Whether you’re planning a local meetup or a larger conference, taking the time to build relationships, tailoring your proposals, and following through after the event can turn a one-time sponsor into a long-term supporter.

And with Eventin, you can make the whole process easier. From creating sponsor-friendly event pages to tracking your results, the plugin gives you the tools to manage events and build long-term sponsor relationships inside WordPress.

And if you’re still unsure where to start, we’re here to help. At Eventin, we know events and are always ready to support you in making yours a success.

FAQ

What is event sponsorship?

Event sponsorship is when a company or individual supports your event, usually with money, products, or services, in exchange for some form of promotion or visibility during the event.

How does event sponsorship work?

It works through an agreement where you offer sponsors certain benefits, like logo placement, mentions in marketing, or speaking opportunities, and in return, they provide funding or resources to help you run the event.

Why do you need sponsors for an event?

Sponsors help cover costs, offer extra value to your attendees, and can even boost the credibility of your event. They’re often a key part of making an event happen, especially when working with a tight budget.

How can Eventin help with event sponsorships?

Eventin helps you stay organized and professional by providing tools for event scheduling, ticketing, and sponsor management. With one platform, you can create custom sponsorship packages, track engagement, and offer clear visibility to sponsors.

How do I find sponsors for my event?

Start by researching businesses or brands that align with your event’s theme or target audience network through industry events, social media, or mutual connections. Once you’ve identified potential sponsors, pitch them with clear benefits and audience data.

What should I offer sponsors in return for their support?

Sponsors often look for visibility, brand recognition, or direct engagement with your audience. Offer options like visual exposure on event materials, mentions in emails, social media shoutouts, or speaking opportunities.